Charity Media

Rise of smartphones and apps huge opportunity for charities: Charity Technology Trust


By Ishbel Macleod, PR and social media consultant

October 14, 2011 | 2 min read

The Association for Interactive Media & Entertainment (AIME) has released the results of its inaugural charity sector research, which found that there is a knowledge gap on the side of charities regarding what is available to them via technology service providers and how to implement strategies.

Sponsored by the Charity Technology Trust, the research found that there is a huge demand for education into how technologies can be effectively deployed.

Based on responses from 370 UK charities, it was found that 100% 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).

Richard Craig, chief executive of CTT, said: “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.

“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.”

The research suggested a need for a centralised knowledge resource to provide technological support, advice, contacts and case studies; as well as a need for corporate sponsors to donate alternative technological capabilities, such as a mobile platform, to support income generation, engagement and efficiencies.

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.”

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