In a recent article for Transcapitalist, Melody Hildebrandt wrote about the amazing response to Alicia Keys' mobile call to action during the BET Awards Show on Sunday, June 28. During her acceptance speech for the BET Humanitarian Relief Award, Keys asked viewers to donate $5 to Keep a Child Alive by text messaging ALIVE to 90999. More than 26,000 people responded to the impromptu call to action, and the Organization raised over $130,000 in mobile donations. Hilderbrandt commented on the ingenuity behind mGive's mobile giving program, which enabled Keys' fundraising success on Sunday night:
"The model is brilliant. Keys had a captive audience during her performance when she gave a shout out to her non-profit, but even if viewers were convinced by the cause, how many of them would have then gone home or logged in online to make a donation? Probably not too many. But by suggesting that the audience members text a 5 digit number right that moment ("text ALIVE to 90999") Keys can get 26,000 people to participate."
mGive Lets You Text Money Immediately to Your Favorite Non-Profit -Melody Hildebrandt, Transcapitalist