Why charities should consider mobile for fundraising

Charities are missing a trick if they are not using mobile phones to raise funds, according to a new white paper from mobile payment specialists, paythru.

The first of a series of specialist white papers from paythru, ‘Fundraising Issues Facing the Charity Sector and why the mobile may be able to help’, advises charities of all sizes to consider how one-on-one communications via Britain’s 72 million mobile phones can reach new donor groups that span generations and socio-economic groups.

The challenges facing charities raising funds currently include: An over dependence on older donors – the traditional source of regular donations; Big donor vacuum – reduction in the corporate donations as economic pressures take their toll; Donor fatigue – more consumerist, individualistic and sceptical donors are harder to reach successfully.

paythru said the time is right for mobile based fundraising campaigns, as 98% of mobile phones sold in the last three years have the capacity to access the internet and the cost of doing so has been dramatically reduced by the availability of ‘all you can eat’ data and voice packages from the major mobile phone companies.

Keith Brown, managing director and co-founder at paythru, said: “If charities want to reach ‘Generation-M’ – highly active social networkers who are connected 24/7 – then mobile is the ideal channel. It also addresses many of the issues that fundraisers are facing today and is not only highly flexible but affordable.”