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Charitable Giving in the Smartphone Era: Insights from Research

Phones are our constant companions. They are a part of just about everything we do from staying connected with friends to checking off our to-do lists. But other than making things accessible at all times, have you ever wondered how else they influence us? Recent research on charitable giving shows that people are less likely to make a donation when they’re on a phone than when they’re on a computer. And with 15% of the population doing all of their business on phones, we need to understand why. In this article, we’ll take you through the findings and explore some ways to turn that to action.

person holding smartphone sitting on steps

 A new study from the University of Notre Dame, published in the Journal of Consumer Psychology, showed smartphone use triggered a “mobile mindset.” This mindset makes people more self-focused and less likely to consider the needs of others. The constant distractions we have when using phones can reduce our empathy, also lowering the likelihood of donating.

In the study, researchers also looked at the impact of different types of messaging on mobile giving. The study compared “other-focused” messages, emphasizing the benefits to people in need, with “self-focused” messages, highlighting how donating can make the donor feel good or how a donation aligns with their values. Even though self-focused messages are commonly used, the study found they are less effective with people using mobile phones. Instead, messages sharing the benefits a donation has on others were significantly more effective in capturing the attention of people using phones.

The big question is why this messaging works better. The study authors suggest that other-focused messages might break through the typical self-focused mindset that comes with phone use. By directing attention away from the individual and towards the needs of others, these messages grab attention and encourage people to engage more deeply with the content.

Here are some ways to apply this to your campaigns:

  • Highlight Others: Make donation appeals that focus on the people in need and the positive outcomes of donations.
  • Tailor Campaigns by Device: Customize donation appeals specifically for mobile devices that can break through the smartphone mindset.
  • Use Mobile-Friendly Donation Tools: Make sure giving is smooth and secure, acknowledge the many distractions and make your process simple.

These findings emphasize how important it is to optimize campaigns and landing pages for different devices. Your viewers will have different mindsets shaped by how they are finding your materials. While this does present challenges, it also offers opportunities to connect with donors in more meaningful ways. With the right strategies, you can actually deepen donor engagement and drive positive change.

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This latest research reinforces that how messages are crafted and delivered on mobile platforms is crucial for engaging potential donors. Last week, we explored the importance of clear, compelling messaging in building trust with Bridging the Communication Gap. Additionally, understanding the emotional impact of digital interactions is crucial. Just as businesses must consider how users regulate their emotions through digital interactions, nonprofits need to recognize how mobile use affects donors’ emotional states. Explore more about Digital Emotion Regulation in: