If you’re someone who cares deeply about causes like rescuing puppies, feeding the hungry, or aiding victims of natural disasters, you’re much less inclined to respond to a charity’s call for assistance if it comes through on your smartphone.
Research conducted by UConn Business confirmed a significant “mobile giving gap” between smartphone users and those who use traditional computers. However, they also uncovered a simple and budget-friendly fix to this issue.
Fighting for every dollar
Marketers are increasingly intrigued by how consumers interact with their smartphones, given that the average user now dedicates three hours and 15 minutes each day to the device. Moreover, about 15% of the population has transitioned away from traditional computers altogether, relying solely on smartphones for their daily tasks.
Prompted by anecdotal reports from charities, including several in Connecticut, suggesting that their outreach efforts were falling flat on smartphones, researchers embarked on a mission to understand the underlying reasons behind this phenomenon.
“We wondered if it was because users had security concerns about donating through a smartphone. Or, maybe it was too difficult to process a donation using a hand-held device,”‘ the researchers explain.
Selfish behavior
The researchers found that consumers tend to be more self-centered when using smartphones, leading to different information processing and decision-making compared to when using traditional computers.
In their initial study involving 232 individuals, half of whom used computers and the other half smartphones, participants were compensated for completing a survey and then given the option to donate a small bonus to the local American Red Cross chapter. Results showed that over 52% of computer users chose to donate, while only around 34% of smartphone users did the same, highlighting the self-focused nature of smartphone usage.
A subsequent study presented participants with the choice to donate a small bonus to the Salvation Army or retain it. This study reinforced the impact of device type on decision-making, with a lower proportion of smartphone users opting to donate. It also underscored that individuals on smartphones were less attuned to others compared to those using PCs.
Less focused on people
The research team speculated that the reduced focus on others when using smartphones might be behind the decline in donation behavior. To test this theory, they conducted a final study in collaboration with a coalition of German humanitarian aid agencies.
During the Russian invasion of Ukraine, the organization sought aid for Ukrainian civilians through a simple appeal for financial support: “We provide emergency help for Ukraine—Donate Now.”
In a separate advertising campaign, the researchers emphasized the people affected by the crisis with the message, “The people suffering in Ukraine need help—Donate Now.”
Results showed that the new ad led to higher click-through rates on smartphones, indicating a higher likelihood of donation and effectively narrowing the gap in mobile giving.
“We were able to close the mobile-giving gap with just a little tweaking of the original ad, and it was something that could be achieved without incurring additional expenses,”‘ the researchers explain. “What we liked about our findings is that charities really don’t need to spend more money, and they don’t necessarily need to attract new donors.”
While the researchers primarily investigated charitable giving, their findings may extend to various other altruistic endeavors. This includes recruiting volunteers, promoting environmental conservation through recycling efforts, and addressing overarching concerns related to health and well-being.
