Charities need to do more to embrace new media in their fundraising in order to encourage giving from younger donors, according to a new paper on mobile giving.
Mobile Giving, by David Erasmus, a philanthropist and chief executive of mobile business company Cubate, concludes there is growing evidence that younger people are becoming more reliant on their mobile phones.
Erasmus, who has been involved in the research process for the upcoming government green paper on philanthropy, has presented the paper to Nick Hurd, the minister for civil society.
"The adoption of technology that helps facilitate meaningful, transformative dialogue and monetary exchange between charities and this new donor group is a necessity," the paper says.
"The approach to risk-taking and exploring new media's fundraising potential will be a critical factor in ensuring the medium-term survival of charitable organisations."
The paper finds that many fundraisers are being held back from properly embracing mobile fundraising because of a lack of knowledge.
"When charities have tentatively approached mobile, they have not harnessed this space to its full potential... Charities need to streamline continuous donation processes and increase the functionality of the mobile experience," it says.
Joe Saxton, co-founder of consultancy nfpSynergy, said the real challenge was to get charities using mobile technology as effectively as possible.
He added that the increasing number of agencies formed to help charities with mobile fundraising would improve the situation.