A local advertising agency’s new strategy for a nonprofit client may help it connect with a whole new generation of donors.
District-based Mindshare Interactive recently launched UNICEF into the world of mobile payments, a new alternative to traditional giving which lets donors contribute funds to charities with a text message.
Mobile giving will “skew younger and for most charities their donor base is older,” said Dan Solomon, CEO of Mindshare Interactive. “This is an opportunity for charities to get younger donors who have not traditionally given to charities.”
The new service is run by the popular online payment company PayPal.
PayPal Mobile lets users make payments by texting PayPal, which already has the consumer’s personal and financial information on file.
“People shouldn’t be surprised this is going to work,” Solomon said. “People are voting in the millions [with text messages] for ‘American Idol.’ ”
The ability to respond instantly — such as when Bono encouraged thousands to text their support for One, an AIDS-fighting organization, at last summer’s Live 8 concert — could be especially beneficial to nonprofits.
Online giving has grown in popularity over the years and mobile giving is considered the next phase of digital philanthropy, said Alisa Aydin, director of interactive donor communications for UNICEF.
“With the tsunami, we had a new influx of younger donors,” said Aydin. “Obviously, we want to continue to grow that group and the mobile audience is key.”
Still, mobile giving may take a while to catch on, said Ed Kountz, a senior analyst with Jupiter Research.
Right now “it’s for early adopters, young adults,” he said. “But the potential is quite significant.”
