Jul 28 2010
mGive and the American Red Cross have extended their ability to use mobile technologies to engage supporters using the mobile channel. mGive, a pioneer and leader in powering mobile donations for nonprofit organizations, and the Red Cross previously cooperated to raise the largest amount of mobile donations ever contributed following the Haiti earthquake, involving more supporters compared to any previous mobile fundraising campaign.
When the Haiti earthquake struck on January 12, mGive, the American Red Cross, and the U.S. State Department partnered to establish a text donation campaign to benefit the victims of the earthquake. More than $33 million was raised for the Red Cross Haiti relief efforts, involving $10 donations from more than 3.2 million people. At some points during the donation campaign, mGive's platform processed as much as 900 messages a second. The success of the fundraising campaign, particularly its ability to engage younger, first time donors, represented a tipping point in establishing broad awareness of the benefits of mobile technology for social good.
"The mobile platform is becoming a powerful tool for organizations like the Red Cross to use to reach supporters and build our communities," said Peggy Dyer, Chief Marketing Officer of the American Red Cross. "People are increasingly comfortable using their mobile devices to do more than just have a conversation. Taking action that helps the causes they care about is a powerful benefit, and an option we want to continue to provide to our supporters."
Building off of the momentum from mobile donations, the American Red Cross is exploring additional ways to utilize the mGive platform and services in support of the Red Cross mission to help people prevent, prepare for and respond to emergencies.
"The Haiti relief effort changed the way organizations and people perceive the mobile platform for social good," said Mobile Accord Chairman James Eberhard. "Following mGive's success with the Red Cross and other charities, we've seen all kinds of nonprofit organizations – big and small – turning to mobile technologies as a simple solution for raising contributions and building awareness and community for a host of worthy causes."
SOURCE mGive