The first major U.S. fundraising effort via SMS/text messaging garnered over $10,000 from a 10 second commercial spot. While text message fundraising is now common outside the U.S., and has made brief appearances during natural disasters inside the states, this initiative was the first to offer this new avenue of contribution for donors to give to everyday causes.

Success Through Partnership

The project would not have happened without United Way of America’s strong partnership with the NFL. The 35 year partnership is the most visible and longest running sports/charity collaboration in history. This partnership has been a shining example of the tangible good that can be leveraged when two household icons are harnessed into a powerful vehicle for real change in communities. The mobile fundraising project was an expansion of that partnership, leveraging United eWay (the United Way system’s online philanthropic services provider consisting of a full suite of technology solutions) and United eWay’s partners Mobile Accord (a leader in full service, end-to-end mobile solutions) and the Mobile Giving Foundation. These organizations, plus the cooperation of every major wireless carrier, made this initiative possible.

By launching the Text-to-Give promotion during the 2008 Super Bowl, this partnership was first to market in America using the new technology. The work of all partners raised over $10,000 with a 10-second Super Bowl ad featuring Tom Brady. The ad, which was unveiled during the Super Bowl, encourages people to make a $5 contribution to help kids get fit by texting the word “FIT” to shortcode “864833” (“UNITED”). In terms of actual engagement, more than 6,000 individuals were inspired by the call to action and responded to the ad. In dealing with text contributions, rules require a double-opt-in to confirm a donation and those that completed the full process numbered over 2,000.

Since it’s debut in the Super Bowl, the ad has since gone on to be viewed over 22,000 times on YouTube. And the story was covered by the Chronicle of Philanthropy, Wireless Week, and others. In various online postings, United eWay & United Way of America was praised for thinking outside the box and embracing a new generation of potential donors. For example:

• There are millions of 20 and 30 somethings that care about many important causes and are willing to give if you can connect with them. Giving this large segment of potential donors a quick and easy way to give small donations is brilliant! Those who choose to ignore this technology will be grouped with the same people that said online giving would never work. Kudos to UW!

   

• This is the future. An immediate call to action without talking to an operator or mailing a check. Congrats to the UW for being a leader in non profit orgs in the US.

   

• This is great! It’s probably the closest thing we can get to that Pollyanna dream of fundraising: “if a million people gave five bucks…”

   

In looking back, there were many things we learned from the project. A brief but highly visible test of this new fundraising avenue produced success in a market with great potential. Preparing donors through education for the double opt-in step and offering a companion website for those unable to text are important. Encouraging wireless carriers to continue to offer low fees for charitable gifts is key to success. Value was also derived from driving additional interaction with the United Way brand.