Charities in the UK should be focusing more on text messages for fundraising, as a new study reveals that a third of Brits give their donations this way.
Online shopping scheme Give as you Live surveyed 4,000 people on their charity supporting habits and preferred methods of giving. More than 30 per cent of people living in the UK said they prefer to donate by text message, and it was found that the average Brit supports three charities a year, civilsociety.co.uk reports.
Moreover, 40 per cent of Brits are supporting five or more charities this year. More than half of the respondents (55 per cent) revealed that they follow their favourite charities on Twitter, with 20 per cent regularly checking a charity’s blog and a further ten per cent following video updates on YouTube.
Steff Lewis, head of consumer insights at Give as you Live, said: “Charity donations are rapidly going digital with mobile phones and online giving being two of the most popular ways for consumers to donate to charity.
“Unlike payroll giving and direct debit, many online and mobile donations can be one offs; for example, texting in to support a national campaign like Red Nose Day or sponsoring a friend. The challenge charities now face is finding creative ways to ensure these channels provide regular and dependable funds.”
Give as you Live is a service allowing users to raise money for charity whilst shopping. Oxfam has also been experimenting in near-field communication (NFC) technology, which lets supporters tap their phones onto a street fundraiser’s special wristband and have their mobile redirected to a text message allowing them to donate, charitydigitalnews.co.uk notes.