Mobile giving played an especially prominent role during the aftermath of the January 2010 Haiti earthquake, as individual donors contributed an estimated $43 million to the assistance and reconstruction efforts using the text messaging feature on their cell phones: The first-ever, in-depth study on mobile donors — which analyzed the “Text to Haiti” campaign after the 2010 earthquake — finds that these contributions were often spur-of-the-moment decisions that spread virally through friend networks. 74% of Haiti text donors say that their donation to the Haiti earthquake relief was the first time they had used their phone’s text messaging function to make a donation to an event, cause or organization.

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