The amount of money donated by the public via mobile phone texting has rocketed in the last year to almost £50m.
The Phone-paid Services Authority (PSA) Annual Market Review
for the 2018/19 financial year shows that the value of charity donations by text rose to £49.6m, compared to £37.5m the previous year. This is an increase of £12.1m.
> See also: How the Wild at Heart Foundation doubled its text giving total
A key factor in this growth is the use of text for two major charity telethons that were backed with extensive broadcast coverage during the year – Children in Need
and Red Nose Day
The PSA estimates that more than a quarter of all donations made to charity telethons are made by text.
“The majority of donations are made during telethons: industry interview participants suggested that up to 80 per cent of the spend on charity donations comes from telethons, while 64 per cent of consumer survey respondents that made a charity donation in the past 12 months reported they had done so to support a telethon,” states the report.
“Most donations are made to well-known and large charities: 40 per cent of those survey respondents that made a charity donation in 2018/2019 donated to Comic Relief
, the largest UK telethon organiser (Comic Relief includes Sports Relief and Red Nose Day).”
There has also been a sector wide increase in payments by text, according to the PSA.
> See also: Text donation in the UK - infographic
The review values the UK phone paid services market at £630.9m in 2019/19, up on 2017/18’s figure of £540.5m.
The PSA estimates that the phone paid services market will “consolidate” in 2019/20.
In September last year the PSA predicted
that charity text donations would increase this year, largely due to the number of biennial telethons being scheduled for the year, such as Red Nose Day.