When the Red Cross announced the option for texting donations after the January earthquake in Haiti, it took in $4 million in donations in the first 36 hours, and texting support climbed to $32 million in the first month. A report issued July 7, 2010, by Pew Internet & American Life Project of the Pew Research Center said that 19% of cell phone owners ages 18 to 29 had donated by text message. Overall, 11% of cell phone owners had made text message donations. The convenience and instant response of giving to a donor's charity of choice without needing checkbook or credit card is appealing to the IM, text-savvy generation.
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