Mgive lets you text money immediately to your favorite non-profit
Next time you're considering paying a text message fee to vote for your So You Think You Can Dance? favorite, why not instead text a few dollars to your favorite non-profit?
Yesterday during the 2009 BET Awards Show, Keep a Child Alive raised over $130,000 through the mGive- Mobile Donation Program. During Alicia Keys’ performance, more than 26,000+ mobile donors texted their $5 donations. Keys co-founded Keep a Child, a non-profit organization that provides health care and housing to children with HIV/AIDS in Africa and India.
The model is brilliant. Keys had a captive audience during her performance when she gave a shoutout 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.
Building upon the mobile banking model pioneered in Africa, the mGive platform enables donations without cash or credit card. The $5 donation will be added to donors' next mobile phone bill. Amazingly, donors can even visit mgive.com and download a receipt of their tax deductible donations. The application of cell phone technology in new ways plus the recognition of the power of micro-participation may prove to breathe new life into non-profit fundraising. Participating charities include:
- American Heart Association (text HEART to 90999)
- Amnesty International (text RIGHTS to 90999)
- Doctors without Borders (text DOB to 90999)
- Make a Wish Foundation (text WISH to 90999)
- Many more... See the full list here
Mgive, charity, mobile giving, non-profits, technology 
Reader Comments (4)
Melody, Thank you for this great post on mGive!
We are extremely impressed with the results! Mobile was the perfect medium for Alicia's shout out. With just a ten second call to action the nonprofit made over $130,000. Mobile donations are impulse giving allowing supporters to give whenever they feel moved.
We would love to answer any questions you or your readers have on mobile giving. Feel free to shoot me an email at support at mGive.com
Stephen, I was incredibly impressed as well. Would love to learn more about the direction that you hope to take mGive and its future growth potential.
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I really enjoyed this article. I am always trying to foster good relationships with people who can help my cause. This really breaks it down to a step by step process which is good.
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