Vodafone Launches Free Texted Donation Service

Vodafone and online donations service JustGiving have launched a free texted donation programme, JustTextGiving, to help charities in the UK raise more money.

The service allows phone owners to make donations from £1 to £10 per text message free of charge. The collaboration also lets any of Britain’s 184,000 charities personalise their own six-digit SMS code known as VIC (Vodafone Individual Code), with no set-up or running costs imposed by suppliers.

“With mobiles a pocket essential, the ability to harness the power of a simple text is game-changing for the country’s charities,” said Anne-Marie Huby, managing director of JustGiving.

All text messages are free on all networks, with the exception of T-Mobile, whose standard charges apply until 16 May.

JustTextGiving to boost donations

The JustTextGiving service is open to every group with British registered charitable status.

According to Vodafone, the SMS-borne donation service helps people to donate “quickly and spontaneously” using their mobile phones. “There are no forms for them to fill in – and no need for them to give their credit or debit card details,” explains the mobile operator.

Vodafone is investing £5 million in the project, hoping to attract more donations from phone users nationwide, estimated at around 50 million people.

“The potential for charities and individuals to raise additional money is very real and exciting,” said Vodafone’s chief executive Guy Laurence, adding “Fundraising will never be the same again.”

To use the JustTextGiving service, a fundraiser has to contact Vodafone on 0800 052 1081. They will then be able to create their VIC online and add it to their marketing.

UK sees fewer donors

The Telegraph reported that charities in the UK are seeing fewer donations from younger people, with 44 percent of 18-24 years olds making donations, compared with 80 percent of people aged more than 65 years old.

With texted donations, however, it is expected that charities would receive around £96 million every year by 2014, although seven in ten charities said the cost of setting up such service was a key barrier.

Last month, Everything Everywhere – a joint entity between Orange and T-Mobile UK – announced it would drop charges for texted charity donations, following complaints that it imposed a ten percent handling charge on such service.

“We’re working on a Gift Aid solution for text-to-donate and while this is happening we will absorb all costs for all charities – and will probably make this permanent,” said Robin O’Kelly, director of corporate communications at Everything Everywhere.