Smartphones For Good
Smartphones may seem like a social detractor at parties when every guest has a screen in their face, but in reality mobile technology has been a good samaritan.
There are countless ways that mobile tech has the potential to be a force for good. Whether it’s through charitable crowdfunding campaigns, a means to organize activism around important causes or simply raising awareness around uncovered topics that few people are aware of via a hashtag, the internet can do a lot to make the world a more just place.
One of the most compelling ways that doing good can be more intertwined with being online is by embedding opportunities for charitable giving into the online platforms we use most. This is a win-win for charities and donors, as a trusted tech company has both security and credibility, meaning that donors don’t have to worry about their funds being diverted to an unintended recipient. One of the platforms that’s really proving to be a game changer in this space is PayPal, which has just rolled out a “giving button” in the most recent update to its mobile app, making it easier than ever before for PayPal users to donate to their favorite charities in-app.
As TechCrunch reported recently, “Mobile giving has been on the upswing, which is why PayPal made this change, it explains. Last year, 38.7 million people donated $6.6 billion to charities through PayPal, and 23% of these were on mobile devices. That’s up 33% from 2014.” Research shows that when given an opportunity to give a small amount of money, it’s rarely the money that holds someone back, but rather the extra steps it takes to carry out the transaction. In other words, the fewer barriers to entry that there are to giving, the more likely it is that someone will contribute. PayPal’s move, which seamlessly connects users to thousands of charities that are certified by PayPal’s Giving Fund, seems to be capitalizing on this charitable—but slightly lazy—side of human nature.
For charities and other causes, this change could potentially be a major contribution to their annual fundraising budgets. The question is how to leverage online giving tools like this to reach donors and those who are interested in their cause.
PayPal reports that one of the most successful fundraising drives on the platform was in response to the Nepal earthquake “where more than $19 million was raised in 2015. PayPal says 74,000+ people donated on mobile, contributing $4 million to the effort.” This is somewhat unsurprising as we know that donors often respond to dramatic and immediate natural disasters more than issues or causes that are no less tragic, but don’t necessarily dominate the news cycle. For charities that want to get the maximum benefit from PayPal’s new update, here is a list of ways they can leverage their activities:
Make Sure You’re Certified
PayPal’s change only applies to its list of certified charities, which provides access to over 100 million customers, ensures that charities receive 100% of every donation, and allows them to analyze donor and donation data. The company estimates that it raises more than $85 million per year for these charities, so it’s definitely worth getting involved.
Make Sure Your Offering is Clear and Unique
There are many charities out there working for an endless array of causes. Make sure your value offering and call to action are clear so potential donors don’t have to work hard to figure out how your organization is making a positive change.
Be Transparent
Make sure donors can keep up with what your charity is doing both before and after they’ve donated. Feeling engaged with what you’re doing and the impact your organization is having via social media, email updates, and other marketing activities is an essential part of gaining donors’ trust and ensuring their longer-term support.