The Demographics of Text-Message Giving

Donors age 45 and younger were far more likely to make text-message donations for Haiti relief efforts than their older counterparts, according to a new study.

In a survey of donors conducted January 20-28—a little more than a week to two weeks after the deadly earthquake—17 percent of donors who were ages 19 to 29 reported that they had sent a text message to make a gift and another 37 percent said they thought about making a text-message contribution.

Among donors ages 30 to 45, 14 percent said they gave by text message and an additional 27 percent considered it.

By contrast, only 3 percent of people ages 46 to 64 and 3 percent of people who are 65 or older reported sending a text contribution to relief efforts.

Other types of donors who made text-message donations in large numbers: people whose household income is $200,000 or more, 29 percent of whom sent text gifts; minorities, 17 percent; parents with school-age children, 14 percent; and Democrats, 14 percent.

High Awareness

Large numbers of donors in all age groups said that they were aware that they could give to relief efforts via text message.

More than half of all donors—57 percent—said that they had “heard a lot” about making text-message gifts for Haiti, while 20 percent reported that they had “heard some.”

Donors said that they were most willing to send a text-message gift after an emergency or when a friend is raising money.

The results of the study are based on an online survey of 1,526 donors, which was designed to produce a sample that mirrored the demographics of American donors. It was conducted by Convio, a company that provides online software for charities; Edge Research, a marketing company; and Sea Change Strategies, a fund-raising consulting company.