Fundraising by text

Donating by text is an innovative use of mobile as a fundraising mechanism for charitable causes. The Tsunami Earthquake Appeal and the Live 8 event in July 2005 are examples of how this mechanism can be used on a large scale in the UK. In both cases, O2 and the other UK operators have or will not profit from the appeals. Realising the benefits of text donations, we believe that an increasing number of charities will take up this new form of fundraising. O2 UK is currently identifying the set-up and management costs for facilitation of charity text donations. We are open to any suggestions of how this might be done more effectively or efficiently.