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13th October 2011
New AIME Charity Sector Research highlights opportunities around technology led fundraising and engagement
13 Oct 2011 The Association for Interactive Media & Entertainment (AIME) has today released the results of its inaugural charity sector research, sponsored by the Charity Technology Trust. The results, analysed by analyst firm mobileSquared, drawn from the responses of 370 UK charities (including 20 with over £5m income) highlight key trends and opportunities in user engagement and fundraising through education, the appropriate use of technology and best practice.
In particular, the research identifies a knowledge gap on the side of charities with regard to what is available to them via technology service providers and how best to implement strategies that support critical objectives such as increased donor windows across multiple user touch-points.
Key findings include:
- There is a huge demand for education into how technologies can be effectively deployed. 100% of the respondents were ‘comfortable’ when it came to the established technologies of email and internet, compared to around 70% for second-generation technologies (red button and text), and between 30% and 50% for third-generation technologies (mobile sites, apps, games consoles).
- The charity sector is overly reliant on the internet, which on its own does not maximize the potential donation window. Embracing the growth of internet-enabled devices, especially mobile, massively expands the opportunity to engage and interact with a much broader donor demographic via applications, optimised mobile sites and text donations.
- Charities need corporate sponsors to donate alternative technological capabilities, such as a mobile platform, to support income generation, engagement and efficiencies.
- There is a need for a centralised knowledge resource to provide technological support, advice, contacts and case studies.
Toby Padgham, AIME General Secretary said: “The digital landscape has changed beyond all recognition in recent years and this has had a profound effect on how consumers expect to be able to interact with all forms of media.
Charities are in a position where there is a perception that resource precludes a technology strategy, yet the opportunities offered, especially by embracing mobile, can make a huge difference to user engagement and donation. Our research really brings this point home. By creating an environment that brings together vital research and best practice we aim to overcome some of these issues to help foster a brighter future for all elements of the Sector.”
“The rise of smartphones, apps and mobile and online transactions provides a huge opportunity for charities, who can tap into them as part of their fundraising efforts,” said Richard Craig, chief executive of CTT. “We need to reach the point where charities can embrace these technologies rather than fear them. Together with our partners, CTT can help provide access to the education and technology to help make this happen.”
Download your FREE copy of the report here: http://bit.ly/AIMEcharityRESEARCH
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For further information or comment please contact:
Tel: +44 (0) 7771 512 057
AIME (www.aimelink.org) is a UK based membership organisation representing and promoting the commercial interests of the interactive media and entertainment industry – where customers use their phones, televisions or computers to access, interact and pay for information, marketing or entertainment services using leading edge micropayment technology.
AIME's membership represents the entire value chain – from the providers of end user content to the networks and technical services that deliver and bill them to customers. No other organisation can offer such opportunities for profitable contacts, networking and supporting information. By setting industry best practice standards, AIME builds solid and lasting relationships with legislators, regulators and stakeholders to ensure our members’ business is professionally represented and given every opportunity to grow.
About Charity Technology Trust (CTT). CTT is an impartial, non-profit-making organisation which provides the charitable sector with information technology and support services including hardware, software and support for e-mail marketing and online payments systems. 6,000 charities have already benefitted from technology donations of hardware and software. Formed in 2001, CTT is the only UK registered charity devoted to improving the operational efficiency of charities through the use of information technology.www.ctt.org | www.twitter.com/Charity_Tech