Title: Improving mobile donations: exploring an advanced technology acceptance model, media preferences, and demographics of mobile donors
Authors: Yue Zheng; Brooke Weberling McKeever
Addresses: Department of Journalism, California State University, Northridge, Manzanita Hall 329, 18111 Nordhoff Street, Northridge, CA 91330-8311, USA ' School of Journalism and Mass Communications, University of South Carolina, 800 Sumter Street, Room 307, Columbia, SC 29208, USA
Abstract: Mobile donations, contributions made by sending a text message, have been possible for more than a decade and have led to successful fundraising campaigns such as one following an earthquake in Haiti in 2010. However, most mobile phone users have never used this technology and few campaigns have come close to the funds raised for Haiti earthquake relief. To examine people's motivations to make mobile donations, this study conducted a national survey with 994 USA-based respondents to explore an advanced version of the technology acceptance model. By comparing the findings between those who have previously made mobile donations and those who have not, perceived credibility was identified as a key factor to motivate non-donors. This research also explored how mobile donation motivations varied across multiple media preference and demographic variables, which contributes practical implications for non-profit organisations to improve future fundraising efforts.
Keywords: mobile donation; fundraising; non-profit; technology acceptance model; TAM; texting; texting donation; text-to-give; text-to-donate; mobile communication; mobile campaign.
International Journal of Mobile Communications, 2022 Vol.20 No.2, pp.242 - 261
Received: 27 Aug 2019
Accepted: 08 Jul 2020
Published online: 14 Mar 2022 *