How Modern Giving Solves for Donation Spontaneity

We’ve seen it happen a thousand times: in the wake of a headline-grabbing event, money floods in to support relevant organizations. Donations to the Red Cross and disaster-relief charities skyrocket in the wake of natural disasters. Political scandals and breaking news can drive spikes in donations to related organizations. And when a celebrity speaks out about an issue they care about, charities receive not only a publicity bump, but a financial one as well.

But the downside of these moments in the spotlight is that when the news cycle moves on and the cameras go elsewhere, charities are left without a sustainable source of funding. Budgets are not built on publicity alone and organizations can’t plan or fund their programs without a stable infusion of money from supporters. So how can Pinkaloo Modern Giving help charities combat fickle giving and create loyal donors? By working with the very trends that drive this behavior in the first place!

A 2017 study by Fidelity Charitable showed that millennial women are among the biggest drivers of this changing donation landscape. Compared to Baby Boomer women, they are more likely to donate to wide range of charities rather than a select few. And compared to millennial men, they’re more likely to be spontaneous and empathic with their donations: giving in the moment when a cause touches their heart. Millennial women are also more vocal about their philanthropic efforts than their Boomer predecessors, speaking with friends and family and posting about it on social media.

Pinkaloo helps users easily search for and discover charities that support causes they care about, tapping into the modern donor’s tendency to give widely. They can donate to charities that support any or all their core values. Crowdfunding and chip-in tools helps them spread the word about their favorite organizations and draw in more donors from their social circle.

But Pinkaloo doesn’t just help users find charities to support. It also helps them build consistency into their giving. By showing where they’ve donated in the past, it combats the out of sight, out of mind cycle common to most tech-driven giving like social media fundraisers or text-to-give campaigns. And with charity profiles that include their social media posts, organizations have more opportunities to build ongoing relationships with donors. Finally, recurring donations allow users to automate their giving and build the kind of consistent funding stream that charities rely on.