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March 25, 2016 at 09:54 AM
Charitably inclined individuals, be they Gen Xers or their grandparents, are increasingly using mobile devices to contribute to their favorite causes.
Donations via by smartphone or tablet shot up by 80% since 2013, according to a survey released this week by Dunham+Company.
The results came in a poll conducted by Campbell Rinker in September of 400 U.S. adult donors who had given at least $20 in the previous year.
Eighteen percent of respondents said they had used a mobile device to give to a nonprofit’s website, up from 10% two years earlier.
Not surprisingly, the biggest increase was among donors 40 and under, rising from 9% in 2013 to 21% in 2015.
But even gifts by donors 60 and older doubled during that period, from 7% to 13%.
“This study makes clear that the adoption of smart technology by donors has really jumped from 2013, as nearly all donors are using some sort of smart device,” Dunham+Company’s president and chief executive, Rick Dunham, said.
“What’s especially telling is that donors are increasingly using their mobile devices to make donations on a charity’s website. This makes it all the more imperative for a charity to have a mobile-responsive website and giving form.”
Older users are increasingly turning to mobile devices to interact with charities online, the survey found.
Boomers’ use of mobile to interact with nonprofit groups increased from 21% in 2013 to 27% in 2015, with use by those 66 and older growing from 0% to 10% over the two-year period.
