Oxfam - Text Giving
Text Giving is a new fundraising platform that allows donors to give to their favourite charity by sending a single SMS text message.
text giving, mobile giving, fundraising, fundraise, sms donation, text donations, mobile donations, telco together,
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Melbourne International Comedy Festival Gala

Oxfam has been the charity partner of the Melbourne International Comedy Festival Gala for 23 years. As part of this partnership, each year the Comedy Gala is held to benefit support Oxfam, with the audience and television viewers watching at home encouraged to donate. From 2016, Oxfam incorporated a PSMS text giving call to action: Laughter is infectious; water doesn’t have to be: Text SMILE to 1996 7777 to donate $5

Oxfam Comedy Gala
Key campaign learnings
  • The Gala is a dedicated charity broadcast event with strong branding. The event format allowed for repeated call to actions
  • The call to action was clear and linked to a specific charitable outcome
  • Ambassador led promotion was a real benefit as they were able to promote the call to action repeatedly
  • Over 20,000 texts received
  • Integrated the campaign with social media call to actions
  • Campaign engaged a sophisticated Regular Giving conversion process
  • Incorporated follow-up call to donors to convert to regular Oxfam givers resulting in a >10% conversion rate
  • Donations made on the night represent 15% of the total expected funds raised when including new regular givers
  • Accessed a new demographic of donors to Oxfam


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