April 29, 2007
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Macmillan Cancer Support donations via text message plus Gift Aid contribution via the mobile internet
22nd May 2006
Section / Category
Fundraising / Non profit
Campaign background and objectives
Macmillan Cancer Support wanted to offer an alternative method of donating to those unwilling to sign-up to an on-going direct debit or those who do not have a credit card. It was also important that the campaign was compliant with HM Revenue & Customs so they could reclaim Gift Aid contribution. Charities often miss out on the extra income made from Gift Aid donations because it is too expensive to process the paperwork on small donations.
Details of how to make a donation by text were included on Macmillan’s press ads which appeared in a number of national papers including The Independent and The Guardian. Each publication used different key words (e.g. SUPPORT, NURSE, HELP, MACMILLAN) which allowed precise tracking to determine donations driven by each title.
Texts are sent to premium rate number 85222, which charges the donor's mobile £3. If the donor owns a pay-as-you go phone then credit will be deducted immediately; in the case of a monthly contract phone the amount appears on the next bill.
Once the donation has been made a WAP Push message is sent to donors asking them to visit a Macmillan-branded Mobile Internet Gift Aid form where they can confirm they are a <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />UK taxpayer, allowing Macmillan to claim an additional 28% from HM Revenue & Customs. The mobile channel automates this process and removes the need for manual processing. The fact the Gift Aid form is available on the mobile handset immediately after the text donation has been made reduces drop-off compared with other donation channels. This is a global first for the charity industry.
Donations via SMS proved the most successful mechanism with 59% of donations being made via text compared with 29% by coupon (i.e. post) and 12% by call centre (i.e. credit card). 25% of those people who made a donation via SMS went on to complete the WAP or SMS Gift Aid declaration.
Incentivated works with global brands to help them communicate with customers instantly and easily via their mobile phones.
We develop and manage mobile marketing campaigns and services on local, national and international levels. (Patented) technology, developed by Incentivated, allows our clients to reach people in all corners of the world and in many languages, using text messaging and the mobile internet.
We believe the mobile phone is an intensely private medium. Respecting this principle, our campaigns provide information that consumers find useful and welcome.
Founded in 2001, Incentivated's fast growing client base includes British Airways, Hilton Group, Carphone Warehouse, OneTel, Scottish Power and Macmillan Cancer Support.