Cell phone users can text the word GIFT to 90999 from now through December 31 to make a $25 donation to the American Red Cross.
Donations will support the work of the Red Cross, including disaster response, collecting lifesaving blood, teaching skills that can save a life, or assisting military members and their families.
This new mobile giving program, which runs through December 31, is the first to be done with a number of wireless carriers with a holiday-themed keyword and a $25 amount.
“Over three million people made a $10 donation via text to help the people of Haiti last January. We are now asking them to help the work of the American Red Cross down the street, across the country, and around the world by making a holiday gift of $25 by text,” said Peggy Dyer, chief marketing officer of the American Red Cross. “A few finger taps on a cell phone can be the gift that saves the day for a person affected by disaster.”
The pilot program is being done with mGive, which partnered with the Red Cross on the highly successful Haiti mobile giving effort which raised nearly $33 million for Haiti relief and recover through $10 text donations. Many leading wireless carriers are participating.
“The American Red Cross has truly embraced the power of mobile giving,” said Brian Leamy, Executive Vice President of mGive. “Through the introduction of this new $25 donation level, the American Red Cross will play a vital role in continuing to expand and broaden the mobile donation market. mGive is proud to be the American Red Cross’ partner of choice for mobile donations and will continue to support them in their expanding mobile efforts.”
People who make a $25 text donation will be sent a link to download a badge for their Facebook pages. Donations will appear on customers’ monthly bills or be debited from prepaid account balances. Message and data rates may apply. The Red Cross is working with mGive to process and facilitate the mobile donations.
The text donation program is another part of the Red Cross holiday giving campaign, which also features an online holiday giving catalog, www.redcross.org/gifts. The Red Cross has more than 20 gift ideas — such as assisting someone in the military with a phone card or supplies, providing food and shelter to a disaster victim, covering the costs of snacks at a blood drive, or giving basic necessities to a family in another country.
The purchase of each gift item through the online catalog is a tax-deductible contribution to the overall mission of the American Red Cross. On the rare occasion when donations exceed the need in a particular area, the Red Cross will use the contribution to help others where the need is greatest.