Insights to Power Social Good

Mobile Giving Case Study: Using Radio to Collect Mobile Donations

Posted by mGive Team on Dec 29, 2008 6:02:00 AM

    
raio lollipop resized 600In early 2008 mGive pioneered mobile giving in the United States, giving non-profits nationwide the ability to utilize the mobile channel for purposes other than messaging.  Since then, many major charities such as The United Way, ASPCA, Keep A Child Alive and many more have integrated mobile donations into their fundraising efforts.

Radio has long been used as an effective channel to promote commercial mobile campaigns due to the direct response characteristics of the medium. Children's Miracle Network saw an opportunity to promote their new mobile donation campaign benefiting Children's Hospital of Orange County.

The Children's Hospital of Orange County (CHOC) sees more than 200,000 patients per year and has annual operating costs of over $40 million.  CHOC relies heavily on third party funding for operating the hospital.

In 2006 CHOC introduced "Radio Lollipop," a fully equipped radio station in the main lobby of the hospital. The radio station allows children staying at the hospital to be "on the air" within CHOC's walls.

On September 16 2008, KIIS FM, based in Los Angeles, hosted an on-air fundraiser with radio personality Ryan Seacrest.  Seacrest's broadcast began at 5 AM and continued all day on KIIS FM.  Listeners were asked to text message CHOC to 90999 to donate $5 to The Children's Hospital of Orange County.  Mobile donations to the Hospital were made possible through mGive's mobile giving service.The call to action was made during Seacrest's show a minimum of 3 times per hour from 6am - 10am and 10-15 more times throughout the day.

Donor Matching

GOT Toyota, a long time sponsor of KIIS FM and Seacrest's morning show, announced they would kick off the text dontion campaign with a $10,000 donation and offered to match all listener donations up to another $10,000. Just under $9,000 in text message donations were raised resulting in nearly $30,000 in overall donations for The Children's Hospital of Orange County, a Children's Miracle Network Hospital.

Download: Mobile Giving Case Study: Using Radio to Collect Mobile Donations (PDF)

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Topics: Mobile Fundraising, Health and Social Services, Social Good, Intermediate

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