Macmillan pioneers mobile Gift Aid fundraising
To provide an automated, and instantaneous once-off fund-raising mechanism to appeal to those unwilling to sign up to an on-going direct debit.
To ensure Gift Aid contribution from HM Revenue & Customs is available to be reclaimed.
Text-to-donate and Gift Aid form via WAP (mobile internet).
Call to action in national newspapers and on television. Donors text SUPPORT, NURSE, HELP or MACMILLAN to premium rate number 85222, which deducts £3 from the donor’s mobile.
Then donors are sent a WAP push message inviting them to fill out Macmillan branded mobile internet Gift Aid form. By confirming they are tax payers, Macmillan can claim extra 28% from HM Revenue & Customs.
• More than 97% of urban adults own a mobile.
• Donations can be topped by 28% at no extra cost to the donor or charity through a Gift Aid mobile internet site.
• Non-confrontational, discreet and secure management of fundraising campaigns.
• Source: Metro, 2005
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