The mobile phone revolution has given birth to a new form of giving, known as
Mobile Giving. Mobile technology is making giving a simple and swift process.
The primary target audience for this form of giving is the younger generation
that uses mobile phones extensively, and relies on them for a variety of activities.
The major mobile service providers are happy to become a part of this giving
process because giving for charity is a noble cause. At the same time, it enhances
their call revenue every time someone makes a call or text message for the purpose
of mobile giving.
How Does Mobile Giving Work
There are three entities involves in the process of mobile giving – the
non-profit organization that is leading the campaign, the Mobile
Giving Foundation which is the facilitator, and the mobile phone service
provider company. The modus operandi is that the target audiences at a television
show, or at a live event, are asked to donate a small amount, say $5 or $10,
through their mobile phones on the spot.
The potential donors are provided a keyword that they have to send as a text message to the given number. This indicates their willingness to donate the amount. Thereafter, the donors receive a confirmation SMS, asking them to re-confirm their donation. Once it is re-confirmed, the mobile phone company adds the amount to the bill of the donor. Mobile Giving Foundation charges 5% as processing fee, and the remaining amount goes to the nonprofit organization.
Success of a Mobile Giving Campaign
Experience shows that mobile giving works best when it is made up of small donation
amounts. Since these are micro donations, it is essential that the target audience
must be large in numbers in order to raise a good amount of funding. Therefore,
popular concerts, top sports events, and any highly popular television shows
may be the right places to launch the mobile giving campaign.
Mobile giving also works very well based on emergency situations and impulse action. The nonprofits that are engaged in raising funds for such causes can consider making use of this form of giving. Even smaller sized nonprofit organizations can make good use of mobile giving. They can launch their campaign at the local high school baseball game, the local club or church meeting, or a local theater, show or festival.
Opt-in is Required Before you Send Text Messages
If your nonprofit wishes to reach out to potential donors through mobile text
messages, it is important that the individual must opt-in to your mobile campaign
through your website, or other means. Otherwise it will amount to unsolicited
invasion of the individual’s privacy. It is also advisable for the nonprofits
to run such campaigns in collaboration with the Mobile Giving Foundation. Otherwise
running such a campaign on its own may not be cost effective, and overhead charges
may be substantially higher than what the foundation would charge them.
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