Share of donors giving via smart phone or tablet up 80% since 2013: how is your organization harnessing this trend?
March 24, 2016
Heather Joslyn cites the recently released Campbell Rinker Donor Confidence Survey, which indicates that charitable giving via smart phone and tablet has increased 80% since 2013. How is your nonprofit harnessing this growing trend?
By Heather Joslyn
Title: "Campbell Rinker Donor Confidence Survey"
Organizations: Dunham and Company commissioned Campbell Rinker to do the research
Summary: The share of donors who use mobile devices to give has jumped 80 percent since 2013, according to the study. The survey of 400 adults who gave at least $20 to charity in the previous year was conducted last September at the behest of Dunham and Company, a fundraising consulting firm.
The data reveals the speed with which donors are picking up tablets and smartphones. "This makes it all the more imperative for a charity to have a mobile-responsive website and giving form," Dunham and Company President Rick Dunham said in a statement.
Among the findings:
Eighteen percent of donors said they used their mobile device to give, up from 10 percent who said the same two years ago.
Donors under 40 were responsible for the largest jump in giving by mobile device: 21 percent gave that way in 2015 versus 9 percent in 2013.
But charity supporters age 60 and up are also more likely now to give using a tablet or smartphone. Thirteen percent gave through mobile devices in the current survey, compared with 7 percent in 2013.
Seventy-nine percent of all donors in the survey said they have a smartphone, and slightly more than half own a tablet. In 2013, those figures were 62 percent and 33 percent, respectively.