$35 Million Donated to Haiti Via Text...Now What?
The mobile giving response to the Haiti earthquake signaled a clear shift in the public's willingness to use their phones as quick donation devices. The number of campaigns, the more than $35 million raised via this method, and the number of people who participated by kicking in $5 or $10 at a time are all impressive and meaningful data points. The ease and immediacy of text donations will surely continue to make it a go-to method for crisis response. But I wonder if it was really all it could have been.
At the time, some wondered if the mobile giving campaigns were a bit of a handicap in disguise because they might give someone the psychological satisfaction of having done their part by donating a quick $5 or $10, when they might have otherwise donated much more online, by mail or in person. It can be argued that it’s simple and small ask might have drawn in many people who might not have given at all.
The work in Haiti is far from done, but with crazy Icelandic volcanoes, a historic healthcare bill and continued concern over the global economy, it’s fading from the headlines already. And the Clinton Bush Haiti Fund, for example, continues to actively raise money for long-term rebuilding efforts. But I wonder how many of the people who contributed text donations during the first few days after the earthquake have even considered giving again. It seems none of the organizations employing mobile giving campaigns have figured out how to promote continued engagement.
I’ll offer myself as an example. I made two donations in the days following the earthquake – one to the Red Cross via text and one online to Partners in Health. Partners in Health has sent me three email updates on what my money has been doing and information about opportunities to continue being a part of the recovery effort. So far, I have received nothing from the Red Cross since the day I confirmed my donation via text – even though the terms and conditions of the donation stated I could receive up to four texts from them per month. I asked around a bit and heard of only one organization, based in Canada, that has done any follow up so far via text.
While I understand the constraints of 160 characters, I’m surprised and disappointed. I hoped we would see creative ways, or at least attempts, to continue engaging this mobile audience who sent $35 million to Haiti. Especially with more than 40 percent of Americans on smart phones, it seems these organizations could have sent a photo, a sentence, a link to their website with the promise of an update for those who click through. Had they done so, they probably could have found some repeat donors and advocates for their organizations and additional help for the people of Haiti. In some cases, the nonprofits may not yet be able to obtain the phone numbers of the people who gave or they may not have decided how to walk the line between maintaining engagement and annoying these donors in the relatively uncharted territory of mobile giving. Either way, I hope nonprofits are able to continue to move this ball forward soon.
With all the capabilities of social media and technology, donors are beginning to feel more and more like empowered consumers and shareholders, who expect follow up. If the thousands of people who donated via text to Haiti aren’t engaged or asked again, they might not send another dollar to Haiti – a country that will need support for some time to come. When another crisis happens and organizations launch mobile giving campaigns in response, I trust that they will still succeed in raising a new record-breaking amount, but I hope to see some additional innovation by these organizations to help mobilize and engage people who want to give more than $10.
Comments
This is a great post, Kristin. I think you are absolutely right that the organizations should try to provide feedback to the donors to show how their money is being put into use.
I am not sure if you are aware of the work we do at Jolkona Foundation, but our goal is exactly that - provide tangible feedback for every donation. In fact, we have projects in Haiti with our partner Fonkoze that is trying to provide the feedback to donors. Here are the two projects that we do: http://www.jolkona.org/projects/72 and http://www.jolkona.org/projects/71 They are not as low as $10, but still they provide very tangible feedback on what happens to the donation dollars.
Would love to hear your thoughts on this!
Actually, the Red Cross HAS been providing me with those updates. I had to reply again to that message, and I did. Two other organizations I gave to this way didn't offer to contact me after my $10 gifts to those groups. Of course, this is a rapidly developing medium -- rules of carriers are rapidly changing and nonprofits are struggling to catch up. Permission to recontact is critical and means of doing that are developing. Thanks for continuing the conversation.
Hello Kristin,
This is a really wonderful post. I came across an organization that is using the donations received via text message to really drive increased donor connection and, hopefully, giving.
While I am not intimately involved in their process, I found it interesting and look forward to hearing their final outcome on profitability.
Here is what they are doing:
- You donate via text message (but are limited by what the phone company will allow you to charge.)
- Donation comes in, text message goes back out asking for permission to send additional outreach
- Donor agrees to outreach
- Text message sent to Donor asking if they would like to make another gift, along with a phone number to call to make gift
- Donor calls number and can make a standard (and LARGER) gift via phone conversation - very similar to a phone-a-thon, but in reverse (donor is calling in)
As I mentioned earlier, I am not working with this organization - but was impressed they were going to try this method. It will be incredibly interesting to hear the results!
Again, great post!
Martin Goetzinger
Analytics Solution Manager
Hello Kristin,
I work on the Mobile Strategy Team at the American Red Cross and I am part of the group that was involved in the Text Haiti to 90999 Campaign. First, let me say thank you for making a donation.
As Rick posted, we did send a total of 4 text messages providing updates to our supporters that opted-in to receive messages. Via these messages, we also offered additional ways for our supporters to engage with the organization, learning how their compassion is being turned into action in Haiti. The dates and content of our text alerts are as follows.
1/24 Alert, we split our list and sent two different messages:
Version A: New shipments just left Miami. 3 million Red Cross meals to Haiti this week thx to you. REPLY with your EMAIL ADDRESS to get updates from the ground.
Version B: New shipments just left Miami. 3 million Red Cross meals to Haiti. Get updates on Twitter: Text FOLLOW REDCROSS to 40404 or visit http://bit.ly/red10
1/29 Alert:
A new team of Red Cross responders will travel to Haiti this weekend. Send a msg of support! Visit: http://mgv.cc/6322/s/12024451162 Data Rates May Apply.
2/12 Alert:
30 days ago Haiti needed our help and you responded. Thx. For a 1 month progress report on Red Cross relief efforts go to www.redcross.org/report
3/29 Alert. Similar to the 1/24 Alert, we split our list and sent two different messages to the individuals that opted-in, this time individuals that were previously asked to sign-up via e-mail were encouraged to follow us via Twitter.
Version A: 80,000th patient treated at Red Cross hospitals/clinics in Haiti. Want to know more? REPLY with EMAIL ADDRESS to be the first to get our 3 mo. Report.
Version B: 80,000th patient just treated at RC hospitals/clinics in Haiti. Find out more on Twitter: Text FOLLOW REDCROSS to 40404 or visit http://bit.ly/red10
I am sorry that you didn't receive these messages, and I could help you investigate if there was an issue with your opt-in process if you would like. Feel free to e-mail me: kittnerj@usa.redcross.org. I also want to thank you and everyone that is posting on this topic. We’re always open to suggestions on how best to continue engagement with our donors.
Thanks for all the great information you've provided in the comments. I'm glad to hear that some nonprofits are starting to experiment and continue to try to communicate with supporters through the technology they are already using every day.
Rick and Josh, thanks especially for alerting me to what the Red Cross is doing. As it turns out, the follow-up messages Red Cross has been sending are exactly the type of thing I hoped you might try. Can you share what percentage of mobile donors opted in to receive the updates? I wasn't aware that I somehow missed the opt-in process, so I wonder if others had the same experience. I'm also interested in your experience with various service providers. Has that complicated your communication with donors at all?
Kristin,
I couldn't agree more. I think that transparency and follow-up is something that would greatly help organizations with their donors. Donors don't ask much, but it is definitely appreciated when org's keep them in the loop so donors don't their dollars were sent into a black hole.
I think many web 2.0 services offer a great example http://getsatisfaction.com or http://zendesk.com are a couple services that have been designed to offer a new layer of simplified and user driven transparency with businesses and it's clients base. I think in the same fashion there is a large opportunity for a company to make a similar service that serves the nonprofit/donor community both online and offline. Something that helps automate the feedback loop for nonprofits.
Are there any services that are taking this on that you know of?
Devin Day
http://placeforpeople.com
http://collaborate.placeforpeople.com
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