CHAPTER6Mobile Fundraising

The first text-to-give campaign in the United States was the United Way of America’s “Text FIT” campaign during the Super Bowl on February 3, 2008, which raised $10,000. However, it wasn’t until 2010 when donors gave more than $35 million over a three-week period in response to the Haiti earthquake that nonprofits began to take text-to-give seriously. Throughout 2011 and 2012 numerous early adopter nonprofits began to experiment with text-to-give campaigns with mixed results. Crisis response organizations such as the American Red Cross and UNICEF have raised millions through text giving, but less well-known nonprofits whose missions are not related to responding to crisis situations have struggled to learn how to effectively ...

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