Insights to Power Social Good

Case Study: Converting Alert Subscribers to Donors- ASPCA

Posted by mGive Team on Jan 27, 2009 7:48:00 AM


describe the imageIn early 2008 mGive pioneered mobile giving in the United States, giving nonprofits nationwide the ability to utilize the mobile channel for purposes other than messaging. Since then, many major charities such as Children's Miracle Network, CURE International, Keep A Child Alive and over 100 more have integrated mobile donations into their fundraising efforts.

As the mobile donation channel expands across the US marketplace, nonprofits are exploring innovative was to raise donations through mobile giving.  Prior to mobile donations, many organizations utilized standard rate subscription campaigns to communicate directly with users on their mobile phones.

One organization that has been successful at converting standard alert subscribers to donors is the American Society for the Prevention of Cruelty to Animals (ASPCA).  The ASPCA offers free Cat and Dog tips to mobile users by sending a text message with CAT or DOG to 27722.

At the bottom of ASPC's alerts, they ask subscribers to reply with GIVE to make a $5 donation. On average, 5% of subscribers respond per call to action with 86% completing the donation resulting in thousands of dollars in donations for the organization so far.

By placing a call to action in these mobile alerts, nonprofits not only can use mobile alerts as a communication channel, but as a fundraising channel as well.

Don't forget to text CAT or DOG to 27722 for your free ASPCA dog and cat tips. Standard message rates apply.

Download the full PDF with images and graphics

mgive mobile giving

Topics: Mobile Fundraising, Strategies and Tactics, Advanced, Mobile Engagement, Animal Rights and Protection

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