A study conducted by Mashable and the 92Y Social Good Summit reports that more adults are making donations online than ever before. This trend, which is being referred to as the “social good,” is only likely to gain momentum, as giving becomes easier and easier through smartphones.
According to the study, Americans made $15.4-million-worth of online charitable donations in 2009, compared with a measly $300,000 in 1997. The study also notes that the average online donation today is $144.72.
Seniors (aged 65 and older) were the biggest donors, with 77 percent of respondents saying they make at least one charitable donation each year. Boomers are the next biggest donor group, with 66 percent admitting to these donations.
The sophistication of mobile technology is one reason the study cites for the increase in charitable donations. It used the 2010 Haiti earthquake as an example of how convenient it can be to motivate the general public to do its part. After the quake, the American Red Cross raised $32 million (as of August) in donations from three million people via text message.
All Americans had to do was text