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 by the United Way of America and its partners was the first to offer this new avenue of contribution for donors to give to everyday causes.

Even with the success, there were many things United Way learned from the project.