Salvation Army - 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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Salvation Army

Salvation Army

Carols in the Domain

The Salvation Army promoted Text Giving through an ambassador led call to action during the Carols in the Domain Telecast in 2016, as well as through street collections and a direct TV advertisement.

Carols in the Domain
Key campaign learnings

  • Used simple/short key words: GIFT, HOPE
  • The importance of broadcast partner buy in to campaign promotion is paramount to achieve multiple repetitions of call to action during broadcast.
  • “We had far greater success with the Premium SMS donation method as the donation was instant and we were able to thank the donor immediately after receiving their donation.”