It’s for You!
Mobile giving is a reality now in the U.S. Are you ready to take that text?
July 2008 By Tony Aiello
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* Be governed by an elected, volunteer board of directors.
* Have policies in place to prevent conflicts of interest.
* Practice sound financial management, and comply with legal and regulatory requirements.
* Provide the public with information about its mission, program activities and finances.
* Be accessible and responsive to members of the public who express interest in the affairs of the organization.
* Be in good standing with the state of registration.
* Be USA PATRIOT Act compliant.
* Maintain 501(c)(3) status.
The first three U.S. nonprofits to offer text-message fundraising appeals were United Way of America in partnership with the National Football League, launched during this year’s Super Bowl (text “FIT” to 864833); American Society for the Prevention of Cruelty to Animals, launched April 10 during ASPCA Day (text “GIVE” to 27722); and Keep a Child Alive. All are $5 donation programs powered by Mobile Accord through its online service, www.mgive.com.
A quick case study
As the mobile donation channel expands across the U.S. marketplace, many nonprofits are looking for innovative ways to leverage celebrity endorsements and mobile donations. One great example of how well this new fundraising channel is working is Keep a Child Alive, supported by its main spokesperson, singer Alicia Keys. Keys now includes a specific appeal for mobile donations during each show of her current 33-city tour. During her concerts, Keys stops halfway through the show, dims the house lights, and asks concertgoers to pull out their cell phones and donate $5 to Keep a Child Alive by texting “ALIVE” to 90999 — right then and there. The instructions for the mobile-donation appeal are displayed on all screens and promoted throughout the venue with banners, flyers and T-shirts. Keep a Child Alive continues to raise thousands of dollars at each stop of the tour, with about a 6 percent to 12 percent response rate for venues of 15,000 to 20,000 people.
Safeguards in place
Each nonprofit organization wishing to participate in the mobile-giving channel is required to complete and sign a Charitable Program Agreement and Application with MGF. The life span of the mobile-giving channel depends on strict compliance with the agreements between the MGF and wireless carriers.
Additionally, each charity must choose a Mobile Application Service Provider approved by the MGF. The MASP provides the online interface and technical tools required for charities to create, launch and track mobile-donation campaigns. Many MASPs also provide mobile-marketing expertise and help charities integrate mobile-donation appeals into marketing, advertising and public relations efforts. Visit www.mobilegiving.org for a list of approved MASPs and details on MGF agreements.
Mobile-giving programs are scalable by nature and work for national and local organizations alike. Appeals can be issued by a celebrity on television, radio or at live events in front of thousands of fans, but the process works just as well when the executive director of a local nonprofit issues an appeal at a pancake breakfast, golf outing or luncheon.
Mobile giving is designed to yield incremental donations from existing supporters and acquire new donors by introducing the concept of giving to a younger audience. The mobile channel also provides an easy way for nonprofits to capture the donor’s mobile number and get permission to remain in contact with that donor in order to promote other programs and future appeals. FS
* Have policies in place to prevent conflicts of interest.
* Practice sound financial management, and comply with legal and regulatory requirements.
* Provide the public with information about its mission, program activities and finances.
* Be accessible and responsive to members of the public who express interest in the affairs of the organization.
* Be in good standing with the state of registration.
* Be USA PATRIOT Act compliant.
* Maintain 501(c)(3) status.
The first three U.S. nonprofits to offer text-message fundraising appeals were United Way of America in partnership with the National Football League, launched during this year’s Super Bowl (text “FIT” to 864833); American Society for the Prevention of Cruelty to Animals, launched April 10 during ASPCA Day (text “GIVE” to 27722); and Keep a Child Alive. All are $5 donation programs powered by Mobile Accord through its online service, www.mgive.com.
A quick case study
As the mobile donation channel expands across the U.S. marketplace, many nonprofits are looking for innovative ways to leverage celebrity endorsements and mobile donations. One great example of how well this new fundraising channel is working is Keep a Child Alive, supported by its main spokesperson, singer Alicia Keys. Keys now includes a specific appeal for mobile donations during each show of her current 33-city tour. During her concerts, Keys stops halfway through the show, dims the house lights, and asks concertgoers to pull out their cell phones and donate $5 to Keep a Child Alive by texting “ALIVE” to 90999 — right then and there. The instructions for the mobile-donation appeal are displayed on all screens and promoted throughout the venue with banners, flyers and T-shirts. Keep a Child Alive continues to raise thousands of dollars at each stop of the tour, with about a 6 percent to 12 percent response rate for venues of 15,000 to 20,000 people.
Safeguards in place
Each nonprofit organization wishing to participate in the mobile-giving channel is required to complete and sign a Charitable Program Agreement and Application with MGF. The life span of the mobile-giving channel depends on strict compliance with the agreements between the MGF and wireless carriers.
Additionally, each charity must choose a Mobile Application Service Provider approved by the MGF. The MASP provides the online interface and technical tools required for charities to create, launch and track mobile-donation campaigns. Many MASPs also provide mobile-marketing expertise and help charities integrate mobile-donation appeals into marketing, advertising and public relations efforts. Visit www.mobilegiving.org for a list of approved MASPs and details on MGF agreements.
Mobile-giving programs are scalable by nature and work for national and local organizations alike. Appeals can be issued by a celebrity on television, radio or at live events in front of thousands of fans, but the process works just as well when the executive director of a local nonprofit issues an appeal at a pancake breakfast, golf outing or luncheon.
Mobile giving is designed to yield incremental donations from existing supporters and acquire new donors by introducing the concept of giving to a younger audience. The mobile channel also provides an easy way for nonprofits to capture the donor’s mobile number and get permission to remain in contact with that donor in order to promote other programs and future appeals. FS
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