Blackbaud released a study last year that provided start evidence that fundraising through social media had not yet reached a maturation, much less tipping, point. The study (based on a very small sample of 24 nonprofit organizations that are significant because of their size) revealed that online giving was still just a tiny fraction of giving through direct mail and in person.
However, the earthquake in Haiti may have permanently changed sizes of the fundraising pie slices. According to a new study by the Pew Center for People and the Press, “Haiti Dominates Public’s Consciousness” (highlighted by Lucy Bernholz) 37% of giving since the earthquake in Haiti was giving online or by text message. And, we know that it hasn’t been small change, either, with the Red Cross reporting $22 million raised by text message one week after the earthquake.