Insights to Power Social Good

Keep a Child Alive Conducts First Nationwide Prime Time Mobile Giving Call to Action During "American Idol";

Posted by mGive Team on May 14, 2009 6:29:00 AM

For Immediate Release
Contact: Janet Staihar

Keep a Child Alive Conducts First Nationwide Prime Time Mobile Giving Call to Action During "American Idol"

LOS ANGELES -Twelve-time Grammy-winning singer Alicia Keys' appearance on FOX's "American Idol" Wednesday night (May 13) raised an astonishing
$450,000 from more than 90,000 mobile donors who texted their donations. Keep a Child Alive is the non-profit organization co-founded by Keys to provide health care and housing to children with HIV/AIDS in Africa and India. 

In a first for "American Idol," and a departure from traditional fundraising methods, Keys asked the show's 30 million viewers to use their mobile phones to give $5 by sending the text message ALIVE to 90999. Seconds after texting in, they received a message back asking for confirmation. Mobile donors confirmed by replying "YES" via text message. The $5 donation will be added to their next mobile phone bill.

To date, the "Give $5 Text ALIVE" campaign has raised more than $500,000 for Keys' cause. In addition to a co-founder, Keys serves as the group's global ambassador.

Keys was joined on American Idol by a 15-year-old Rwandan rapper, Noah, who is a patient at the Kigali clinic funded by Keep a Child Alive. Noah captured the heart of Americans on the "Tyra Banks Show" in December, and has a popular video.

Alicia Keys resized 600
Mobile Giving

Last night's Idol texting for Keep a Child Alive was powered by mGive in conjunction with the Mobile Giving Foundation. The brainchild of mobile technology pioneer James Eberhard, the mGive texting system is revolutionizing non-profit giving, creating a new base of low-dollar donors who can give without using cash or credit cards. Other well-known non-profits using mGive include the ASPCA, Clean Air-Cool Planet, Defenders of Wildlife, Feed the Children, and St. Jude Children's Research Hospital.

Eberhard, who founded his first mobile technology business when he was in his early 20s, is CEO of Mobile Accord, a mobile application service provider and cause marketing agency. Based in Denver, the firm's clients include political groups, universities, and corporate cause marketers in addition to major non-profit organizations.

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Topics: Mobile Fundraising, Social Good, Intermediate, Fundraising Ideas, International Aid

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