When the 'Impulse Buy' Is for Charity
An interesting analysis of "impulse giving" by Megan Garber in The Atlantic on Pew's Internet & American Life Project:
The findings are fascinating. For one thing, impulse -- when harnessed in the right way -- can be an incredibly powerful thing. "For a sizeable majority of the Haiti text donors surveyed, their contribution to earthquake relief was a quick decision in response to images they saw on television, and involved minimal background research," the report notes.
Surprisingly, a one time impulse give led to repeat commitment: 56% of those who texted a give for Haiti followed up with a gift for a following disaster.
What does this say about the need and ability for charities to effectively use technology? What role does urgency play in our willingness to give, and does it lead to longterm commitment?
