The Mobile Giving Foundation

Enabling the Mobile Channel for Charitable Giving

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Mission Statement
The Mobile Giving Foundation brings the power
and reach of mobile phones to non profit
organizations as a new fundraising and donor
interaction medium.

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The Numbers

• $200+ billion Donations from individuals per

year
• 1.6 million Non Profit Organizations
• 24% of US individual donors give less than
$100
• 260+ million mobile subscribers in the US
• 68% of 18-24 and 37% of 35-44 use messaging
• $300k raised in first year of ONLINE giving in
1997

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Benefits to Non Profit Organizations

• 100% pass through

• Easy to implement
• Adds new base of givers
• Engages donors
• Empowers young donors
• Impulsive Gifts

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MGF Operational Role
2008
• Develop the mobile giving channel
• Establish standards
• Manage message delivery
• Certify non profits and application partners
• Operate remittance clearing house
2009
• Ensure compliance and create TRUST
• Educate consumers
• ROI for Charities
• Fund research and publish metrics

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Going to Market
NPO selects ASP NonProfit
Non ProfitOrg
Org
partner and Organization
signs contract
with MGF

ASP provides Application

Application
Application Service
Service
Service
mobile expertise, Provider
Provider
Provider (ASP)
tools and
reporting

MGF certifies NPO

and campaigns
and is hold liable
by the carriers

Carriers provide Carriers

Carriers
access and billing to Carriers

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Distribution of Funds

Donor’s confirmed Donor contribution

response to call to
action triggers a
premium charge on the
donor’s carrier bill
Carrier collects Mobile Carriers
donation and remits

MGF reconciles donor

pledges with carrier payments Mobile Giving Foundation
by campaign and keyword.

MGF remits payments

to recipient NPOs Non Profit Org

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The Non-Profits

We went from 1 NPO in February

  raising $10,000 to 151 NPOs
08
                                                                                   

in December 08 and have

another 200 in queue for
agreements

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Example Call to Action

http://www.att.com/gen/press-room?pid=2875
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2008 Campaign Highlights

• Participation rates ranging from 1.5% to 15%

• Multiple campaigns reporting mobile exceeding on-
line
• Micro donation is proving to be an incremental add
• Demographics suggest younger (18-34) and female
donors
• Largest mobile giving campaign showed response to
emergency need
• Second largest was driven by interactive television
call to action during telethon
• The more personal the venue or call to action the
better the response
• The larger the venue the greater the need to prime
the CTA
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Examples of Successful Campaigns

•By Pledges
•$190,000 Emergency Relief (Push Text Promotion to opt-in list)
•$124,500 Children relief agency (6 hour cable telethon with 4
mobile CTAs)
•$60,000 Cancer research effort (multi platform integration)
•$50,000 Aids relief effort for children in Africa (concert venue)

•By Awareness (by press and general feedback)

•United Way (NFL and Super Bowl ad)
•Stand Up To Cancer (MLB, NBC, ABC, CBS, celebrities)
•Keep a Child Alive (Alicia Keys concert series)
•Children’s National Medical Center (MLB, print, radio, in venue)
•Food Lifeline (FOX television holiday promotion)
•Share Our Strength (AT&T promotion)

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Sample Campaigns CTA

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MGF Donor Receipt

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Summary

Mobile as New Charitable,

Outreach & Interaction
Fundraising Channel

Engage Audiences Broaden

Reach

Drive Fundraising Users Become Activist

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Contact Information

Mobile Giving Foundation

225 108th Avenue NE, Suit 570
Bellevue, Washington 98004

www.MobileGiving.org

Christian Zimmern,
VP Partnerships
Fairfax, VA
571-213-6777
czimmern@mobilegiving.org
support@mobilegiving.org

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