Brief Psychology of #Mobile Giving
In the wake of the devastating earthquake in Haiti, the Red Cross has raised over $10 million via text message. This is a fairly staggering amount to raise over one medium. So why has mobile giving become so popular in this time of need?
There was an interesting segment on NPR this afternoon that focused on the psychology of giving via mobile devices. The following is a summary of some of the thoughts brought up on the show.
- Immediacy of giving - Many people are inherently lazy and will put off their charitable giving because they “don’t have time” or are “busy” when they think of it. With mobile devices, a person can instantly give no matter where they are. It’s as simple as sending a text message.
- Anonymity - When the text is sent, the charity only sees the phone number and carrier of the giver. The giver can then only be contacted if they give express permission for the charity to do so. This is a “no strings attached” approach to giving, which many people like better than creating a relationship with the charity.
- Familiarity (Technology and Uses)- It can sometimes be overwhelming for people to donate to charities. By using their cell phones, people know that they have done everything correctly. They also know that their donations are going straight to Haitian relief efforts and not just a general fund.
While the success of this campaign has been impressive, it is not indicative of a trend in mobile donations - it is an outlier due to a catastrophic event. But who knows? Maybe it will continue to be a viable way to raise a large amount of money in a short time period. What else do you think mobile giving could be used for?
