Oxfam piloted Text Giving and received over 20,000 texts with a strong regular giving conversion rate of more than 10%.
The Telco Together Foundation – a unified platform enabling the telecommunications industry to make a social contribution – has brought Text Giving to Australia.
After successful use in the US and UK, a Text Giving platform has landed in Australia that enables the public to donate to their favourite charities via their mobile phones. Telco Together Foundation has launched the platform by joining forces with Telstra, Vodafone and Ansible to help Australian charities reach new donors and raise funds.
Text Giving enables charities to include an SMS ‘call to action’ in their fundraising campaign materials. Inspired donors can then simply text the keyword, with the $5 donation charged to their mobile phone bill and 100% of the donation going to the charity.
“It’s a simple and secure way to give, providing an immediate sense of contribution for the donor,” says Antoine Acklin, CEO of the Telco Together Foundation.
Ahead of its official launch earlier this month, the scheme was piloted for two years by 22 Australian charities. The platform is now available to up to 500 eligible Australian charities.
Oxfam piloted the platform from 2016, using it in their capacity as charity partner of the Melbourne International Comedy Festival Gala. They found the call to action clear and were pleased that they could integrate the campaign with calls to action via social media.
The campaign received over 20,000 texts and engaged a sophisticated regular giving conversion process – follow-up calls to donors to convert to regular Oxfam givers resulted in a >10% conversion rate.
“The introduction of text donations to our Comedy Gala fundraiser has enabled supporters to connect with Oxfam in a novel way,” says Director of Public Engagement for Oxfam Australia, Pam Anders. “It is a simple and easy transaction between our organisation and the people who want to support us.”
National children’s charity, the Alannah & Madeline Foundation, have signed up to use the platform and plan to use Text Giving across its joint campaigns with Cricket Australia.
The Foundation’s Head of Fundraising, David Drysdale, says Text Giving enables donors to spontaneously support the Foundation’s work while watching the Foundation’s videos screened across the MCG and on various social media over the holiday period.
“It’s fast, it’s safe and we hope it will not only introduce the Foundation’s work to a new set of donors, but also help us to continue keeping children safe from violence and bullying,” he says.
With texting firmly embedded in Australian culture, Telco Together are hoping that the immediacy and convenience of donating via text will enable people to donate to their chosen charity anywhere, anytime when the mood strikes, without the need to get out a credit card.
As an industry with over 25 million bills distributed monthly, Telcos are in a unique position of having direct communication with almost every business and consumer in Australia every month, providing the opportunity to create a massive vehicle for social change.
The Telco Together Foundation is working to unify the telecommunications & ICT industries, whilst supporting charities as they transition into the digital age. The Text Giving platform signals a new age, where telco technology and reach can be used to directly support the not-for-profit sector and the communities they serve.
Find out more at: www.textgiving.org.au/.