A Different Kind of Mobile Payment: Mobile Giving to Charities
Bellevue, Washington-based Mobile Giving Foundation has announced that Qualcomm, through its Wireless Reach initiative, has become MGF's founding patron in pursuit of its mission to create a single "mobile giving channel" allowing more than 250 million wireless users in the U.S. to make charitable contributions instantly through SMS from their cell phones.
The MGF will facilitate charitable giving across wireless operators by acting as the messaging gateway, compliance entity, billing settlement and records clearinghouse between operators and participating charities. By using text messaging, donors can choose to send a small donation in support of specific causes. These transactions will be recorded on the donor's wireless bill, with the MGF providing data feeds that will allow annual notifications showing total contributions per donor, if desired.
"The generous support of Qualcomm and our contributors gives us the financial underpinning to enable the mobile channel for charitable giving through mobile phones," said Jim Manis, founder of the MGF. "We believe the ease of use and immediate response inherent in wireless communication will have a very positive effect on fundraising efforts of charitable groups, expand the U.S. base of giving and enable people to support their favorite causes through a new channel committed to the highest standards."
"Qualcomm is proud to be a founding patron of this effort," said Shawn A. Covell, senior director of International Government Affairs for Qualcomm. "The Company's Wireless Reach initiative seeks to empower communities through advanced wireless technologies and is committed to innovations that redefine the way people interact with their world. We support the mission of the MGF because it creates a new way for mobile users to connect with charitable organizations that matter most to them."
Manis, a wireless industry veteran who was instrumental along with the U.S. wireless operators in launching wireless giving campaigns following Hurricane Katrina and the Indian Ocean tsunami of 2004, has been working to establish the MGF since 2007. Prior to Qualcomm's participation, Manis and a group of other wireless executives had achieved 501(c)3 tax exempt status, enlisted significant wireless industry participation and certified the participation of many non profit organizations.
The use of the mobile giving channel was tested during the Super Bowl game in Arizona this February. United Way ran a single, 10-second spot to encourage donations via text messaging to an anti-childhood obesity campaign and was phenomenally successful according to Michael Schreiber, CEO of United eWay.
Other campaigns utilizing text message responses to fundraising appeals are currently underway, including the American Society for Prevention of Cruelty to Animals (ASPCA), which can be supported by texting "give" to 27722, and singer Alicia Keys' "Keep a Child Alive" campaign to fight AIDS in Africa, which can be supported by texting "alive" to 90999.
In addition to Qualcomm's donation, the MGF has received additional founding sponsorships from 1024 Wireless Services, Acta Wireless, Hook Mobile, Mobile Accord and VeriSign. The foundation is attempting to raise a $1 million operating budget for each of the next two years, and is planning to launch a formal fundraising effort at the MMA Mobile Marketing Forum at the Marriott Marquis Times Square Hotel in New York City on June 11, 2008.
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