The Unlikely Relation of SmartPhones & Donations
Psych 🧠 - 302/500
Reader,
This research talks about the negative impact of smartphones on donation behavior.
What is it?
Though it may seem convenient to use the same message across all platforms, charities are facing a unique challenge when it comes to smartphone users.
Research has identified a "mobile giving gap," meaning people are less likely to donate when using their smartphones compared to PCs.
Evidence of the Gap:
Study 1: This study involved real-world donations and confirmed that individuals were less inclined to give money to charity when using their smartphones.
Study 2: Further investigation revealed that the reason behind this gap is a difference in focus. Smartphones tend to promote a more self-centered mindset, making individuals less likely to think about the needs of others.
Study 3: A field experiment using Google display ads replicated the findings of the previous studies. However, it also showed that by tailoring the message to focus on the needs of others rather than the self, the negative impact of smartphones on donations could be reduced.
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What do I need to know?
The research suggests that charities need to adapt their strategies based on the device being used. Here's how:
Tailored Messaging: When reaching out to potential donors on smartphones, charities should craft messages that emphasize the positive impact on others. Highlighting the beneficiaries and their needs can counteract the self-focused mindset associated with smartphone usage.
Device-Specific Appeals: Instead of a one-size-fits-all approach, develop specific donation appeals optimized for each device type.
Understanding the Mobile Mindset: Understanding that people use their smartphones differently than PCs is crucial.
Source:
https://myscp.onlinelibrary.wiley.com/doi/epdf/10.1002/jcpy.1418