Earthblog

Fingers flying over the buttons of a cell phone may now be doing more than text messaging a friend, they may be helping grant a child’s wish or ending extreme poverty.

Canadian charities will now be using text messaging to do some fundraising in hopes of creating a new method for donating, and targeting a new audience.

“We wanted to be ahead of the curve,” said Jason Evanson, local chapter director for The Children’s Wish Foundation of Canada, who was one of the first to jump on board. “This type of giving not only raises money but increases awareness.”

Jason Evanson is local chapter director for The Children’s Wish Foundation of Canada who was one of the first to jump on board.

Photo by Stacey Mastel

The Mobile Giving Foundation started the initiative in the United States in 2007 and as of Sept. 21 have formed The Mobile Giving Foundation of Canada.

Based in Calgary, Evanson runs the chapter for Alberta and the Northwest Territories. As of Nov. 13 the Foundation was able to start receiving text messages.

The technology works by a mobile user texting a word to a short code assigned to that charity. For example, to donate to Children’s Wish people just text WISH to 30333.

After placing the text the user will be sent a text asking them to confirm that they wish to donate five dollars and after saying yes, the donation will show up on their monthly phone bill.

People can donate up to $30 a month per charity and tax receipts will be given. No more than 10 per cent or 50 cents will be kept for operating costs.

“It doesn’t cost us anything,” Evanson said. “We just receive $4.50 for every text.”

The success of the technology in Canada is still unknown and those involved are simply waiting to see what happens.

“We don’t say that we have high hopes but we are cautiously optimistic, it will be brand new money, ” Evanson said. “The method will bring us to the front of donors minds and even if they don’t give now they might later.”

Text messaging is now being used to raise money for charities. Five dollars will be donated for each text that is sent.

Photo by Stacey Mastel

As for advertising, mobile users will be made aware of the short codes but will not receive requests for money to their phone. Short codes are under strict regulation and are on a permission basis that customers have to initiate.

Other Canadian charities that have jumped on board are Jays Care Foundation and Plan Canada, both of which are currently up and running.

Plan Canada, formerly Foster Parents Plan, is using text messaging to support their Because I’m a Girl Campaign.

“We know investing in girls is key to reducing poverty,” said Lori Miller, marketing manager for the campaign. “A big part of the campaign is digital, a lot can be done online but our target is young girls so (texting) was a no brainer.”

Plan Canada is currently using text messaging in three different ways, for donations by texting HOPE to 30333, to sign a petition to make Sept. 22 the National Day of the Girl by texting POWER to 25252, or users can text PLAN to 25252 to get updates on the campaign.

“Mobile is a no brainer for young women, it is such a part of their everyday lives,” Miller said. “We are definitely seeing donations and petitions coming in.”

This is all being made possible by Mobile Giving working in partnership with the Canadian Wireless

Telecommunications Association (CWTA) and wireless providers.

“Our organization administers the short codes so we have donated those codes to charities,” said Marc Choma, director of communications with CWTA.

On the day CWTA released that they would be working with Mobile Giving Choma reported 25 inquiries from Canadian Charities into the text message fundraising.

“We hope people will see the added appeal not just to Canadians but to charities as they try to increase donations,” Choma said. “It can be a part of a campaign and it can also be quite instant and could raise several thousand on the spot.”

CWTA represents all the wireless providers and so far Rogers, Fido, Bell, Virgin Mobile, Solo and Telus have joined the cause.

“We hope it can be successful,” Choma said. “Canadians do love their mobile phones and we are known around the world for our giving and this is a way they can give a small amount with what is in their pocket and by that I mean their cell phone.”

Other Calgary charities are also looking into text messaging as a way to fundraise and create awareness.

“Text donating is the way of the future,” said Ruth Ramsden-Wood, president of the United Way of Calgary and Area. “We know people are using their cell phones for everything these days and we are excited about this new opportunity to make donating easy. We are looking at this idea, to see how we can use it.”

In addition, the Salvation Army in Atlanta Georgia used text messaging last Christmas and the Canadian locations are now looking at the possibility.

“We are always looking for ways and means to attract new donors,” said Pam Goodyear, captain of the Alberta and Northwest Territory Division of the Salvation Army. “Since many younger people use text messaging as a way to communicate it may be a means for this generation to donate who would not respond to other more traditional means.”