Tallying Text Donations for Haiti Relief

Thirteen percent of Americans made a text-message gift to aid Haiti relief efforts, according to a new survey.

The results suggest that the earthquake may be a turning point for text-message gifts. Last fall a similar survey found that only 6 percent of Americans had contributed via text message to any cause in the previous year.

Nearly one in five respondents to the current survey-19 percent-said they would prefer to text a donation rather than giving another way, such as writing a check or donating online, while 22 percent said that they would donate via text message only when there is an urgent need.

Eighteen percent said they are now more likely to contribute by sending a text message to their favorite organization.

Text-message donations account for $32-million of the $276-million-more than 11 percent-the American Red Cross has raised since the devastating earthquake in Haiti.

The online survey of 1,183 adults was conducted this month. It was commissioned by Cone, a Boston marketing firm, and was designed to produce a sample that mirrored the demographics of the American population.

For more information: Go to http://www.coneinc.com.