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Donation by SMS is proving a popular method of giving in France, despite being a relatively new tool for fundraisers in the country.
It has been particularly successful in collecting donations relating to the Covid-19 crisis in 2020 and Russia’s invasion of Ukraine in 2022, according to a new report from France générosités and af2m, a membership body of the country’s four largest mobile operators.
SMS donation was made possible in France by a legal change in 2016. In 2018, the first year covered by the report, a total of €504,000 was donated through this channel. This grew to €520,000 in 2019, before pandemic-related giving saw the number jump to €3.31m in 2020.
While this income dropped back to €1.29m in 2021, in 2022 it rebounded to just under €4m, from a total of 670,000 individual SMS gifts.
Nearly half (48%) of the SMS donations given in 2022 were made in March, the time when Ukraine was invaded. The second busiest month of the year, with 12% of donations, was November, thanks in large part to a TV appeal in support of environmental nonprofit France Nature Environnement.
The average donation during the year was €5.95, although this figure varied significantly from slightly less than €5 in January, March, May, June and August, to more than €9 in September, October and November.
Pierre Siquier, president of France générosités, says he is “proud” to see the growth of SMS donations in the country, and comments:
“SMS is truly a channel of the future which helps facilitate acts of generosity by the French people, and the figures show that the country is already responding to it.”
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