Micro Donations generating Millions In Haiti Relief Efforts for Red Cross

January 25, 2010

Despite the tough economic times that continue to plague the United States, Americas are dipping into their pockets and rising to the occasion to help the victims of last week’s devastating earth quake in Haiti. While Americans are no strangers to aiding those in need, this disaster relief has proven to be drastically different than previous aid efforts.

For the first time in history a mobile contribution channel has been effectively utilized that gives Americans easier access to donate despite their busy lives: text messaging. Largely targeting the technology savvy Generation Y, businesses and non-profits across the United States, such as the American Red Cross, have created a more streamlined outlet for users to participate in charitable giving. With the use of a mobile device, those desiring to give can text “Haiti” to 90999 and contribute to the disaster relief of Haiti, at anytime from anyplace. This is a form of “Micro Donations” that allow users to contribute a set amount ($5 or $10) from their cell phone bill. While micro donations are not new, they have never received this much press from local television outlets, radio stations, print, online and other PSA’s (Public Service Announcements). This form of text donations allow people to use text messaging to provide a quick and simple donation and has officially become a vital link in helping to save lives.

Although the American Red Cross has tried previously to create a successful charitable mobile campaign for the relief efforts of Hurricane Katrina, their Haiti text-to-donate platform has received an unprecedented $30+ million response (as of January 25, 2010). This effective campaign helps to further prove the advancement of SMS donations and Mobile Commerce (mcommerce) over the past few recent years. The future of mobile payments and mobile commerce is a bright one as the ease of text-donations has now been widely accepted. Mobile Commerce proves to be a very bright spot during an unfortunate event that occurred in Haiti. Our thoughts and prayers are with those in Haiti as these much needed funds will quickly be used to help support the nation over the coming years.

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For those new to Mobile Donations, here’s how it works for the current Red Cross Campaign.
“HAITI” to 90999

FREQUENTLY ASKED QUESTIONS about the Mobile Giving Campaign
Q Does the full $10 go to the Red Cross?
A Yes. 100% of your text donation will support the American Red Cross relief efforts in Haiti.

Q Will my wireless carrier charge me for text messaging to 90999?
A When you text the word “HAITI” to 90999 you donate $10 to the Red Cross. A onetime $10 donation will be added to your phone bill. Depending on your carrier agreement, message and data rates may apply. Reportedly, Verizon Wireless and AT&T have both agreed to donate the cost of the back-and-forth text messages. Your $10 donation will appear on your regular monthly mobile phone bill.

Q Is there a processing fee for the company hosting this service?
A Mobile Accord and mGive have generously donated their fees.

Q Has this kind of program been done before?
A Yes. In the past, the Red Cross has raised funds for domestic disasters through a program called Text2Help. Text2Help initiative is a partnership between the Red Cross and the Wireless Foundation.

Q What’s the strategy behind the text donations?
A Mobile giving is a fast and convenient way for people to make a donation that can help save the day for people in need, and this effort has proven to be especially popular in social media such as Twitter and Facebook. The American Red Cross is deeply grateful to be the beneficiary of this opportunity created by the State Department and powered by Mobile Accord and the MGive Foundation.

Q How many times can someone make a text donation via 90999?
A Two or three times. AT&T and T-Mobile subscribers can donate three times. If you wish to donate more than $20 or $30, please visit redcross.org or call 1-800-RED CROSS.

Q Are there other ways to donate larger amounts?
A Yes. If you would like to make a larger donation, please visit redcross.org or call 1-800-RED CROSS.

Q Why do you think people want to give this way?
A It’s easy and convenient to donate using your mobile phone. A donation can be made from any place you get a signal and you don’t have to enter in a lot of information to give a quick and meaningful gift. Raising this amount of money $10 at a time is a true testament to the generosity of the American people. The success of the mobile campaign shows the powerful impact and opportunity this channel can have on fundraising. The needs in Haiti are tremendous and we thank the people who continue to donate and help the American Red Cross meet that need.

Q How will people know that this texting program is legitimate?
A The principal organizations behind the 90999 program (i.e., The State Department, mGive Foundation, Mobile Accord, and The American Red Cross) have made public statements to confirm their involvement in this special program. To document your donation, after you send a text message you will receive a confirmation text that asks you to reply “YES” if you intend to give a $10 donation to the Red Cross Haiti relief efforts. A thank you text will follow.

Q How did the text “Haiti” to 90999 mobile giving program come about?
A The State Department worked with The mGive Foundation, Mobile Accord, CTIA (CTIA-The Wireless Association) and The American Red Cross to set up an immediate system to channel contributions for relief directly through cell phones. Quickly providing necessary resources to assist with relief efforts is vital. Understanding that Americans are eager to do their part to help, mGive, participating wireless service providers, and the American Red Cross have created an easy and efficient way for their subscribers to lend their support.

Q Why is the State Department sponsoring mobile giving? What is their role?
A The State Department worked with The mGive Foundation, Mobile Accord, CTIA (CTIA-The Wireless Association) and The American Red Cross to set up an immediate system to channel contributions for relief directly through cell phones. The American Red Cross is deeply grateful to be the beneficiary of this opportunity created by the State Department and powered by Mobile Accord and the MGive Foundation.

Q Why is the mobile donation fixed or limited to $10 dollars?
A Current carrier and Mobile Marketing Association guidelines stipulate offering either $5 and or $10 options.

Q What happens after a donor opts in to receive additional news from the Red Cross?
A After your donation and acknowledgement, you will then receive one more text asking you to reply with YES if you want to receive text updates from the Red Cross. You do not need to reply to this message if you do not wish to receive updates. If you DO want to receive text updates you will need to reply with YES. Red Cross can communicate with opt in donors up to 4 times per month via text.

Q How do I get a tax receipt for this donation?
A Go to www.mgive.org/receipt and enter your mobile number. A PIN number will be sent via text to your phone and you will need to enter it on the site where requested. You will then be able to see confirmation of all donations you have made via the mobile phone number that was entered. You can print a receipt for your records that can also be treated as the official donation receipt for tax purposes.

Q Will anyone other than the Red Cross have access to the donor data from the 90999 program?
A Only mGive, working under an agreement with the Red Cross, and the Red Cross have access to the donor information.

Q Can people outside the US give using 90999?
A Only US wireless subscribers can donate this way.

Q How much money has the Red Cross raised via mobile giving for Haiti Earthquake relief?
A As of Friday morning, January 15, the text “Haiti” to 90999 program has raised more than $8 million. The Red Cross continues to receive donations for relief in Haiti. You can make a donation to the Red Cross by texting “Haiti” to 90999, visiting redcross.org or calling 1-800-RED CROSS.

Q How much has Red Cross raised via mobile versus other giving vehicles?
A In the 48 hours since the earthquake struck in Haiti the American public pledged more than$37 million specifically for this response and we are thankful for this unprecedented outpouring of support. More than half of the total donations have been through online contributions, with strong support as well from corporations and the unprecedented activity over the past two days in mobile giving.

Q How quickly does the Red Cross receive the donations after the donor text messages the number?
A The carriers and Mobile Accord will work to get the Red Cross these donations as quickly as possible. It can take anywhere from 60-90 days for the Red Cross to get these funds. Despite this delay in receiving funds, the American Red Cross will continue to provide relief in Haiti and these donations will cover expenses incurred after the fact.

Q What challenges does mobile giving address for the Red Cross?
A By accepting donations through the mobile sphere, the Red Cross can reach a wider audience during times of disaster when support is needed immediately. Supporters are not limited to writing a check and putting their gift in the mail nor having immediate computer access and entering in credit card information – the donation can be made instantly from a mobile phone.

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