An estimated 5.8 million people – almost one in ten UK residents – donated to charity by text in 2014, a number that’s expected to grow in 2015.
These figures come from the latest report by regulator PhonePay Plus, which claims text donation was worth a staggering £115 million to charities last year. Donation via SMS is expected to rise to £124 million in 2015, with experts predicting the humble text message will be the biggest contributor to the premium rate market, civilsociety.co.uk notes.
PhonePay Plus estimated that, by the end of 2014, 100,000 people were donating to charity by text on a regular basis, with this continuing to increase by around 5,000 users each month. As many as one fifth of users donate by text fortnightly.
The regulator credits this boom to the successful viral social media campaigns of 2014, such as the #nomakeupselfie and the ice bucket challenge. A relaxation of the rules around regular text donation is also thought to have played a part; the introduction of ‘SKIP’ allows donors to miss a monthly donation, should they wish reports phonepayplus.org.uk.
Surveying 3,000 people, as well as key industry players, the report takes an in depth look at the entire premium rate services (PRS) market. It’s available here.