Texting Takes off for the IWK Health Centre Foundation during Recent Radiothon Broadcasts
Mobile giving an easy and effective donation option for radio listeners
The IWK Health Centre Foundation - the fundraising division of the specialized health care facility for children, youth, women and families in the Maritimes - was looking at texting as an option for fundraising, given the heavy use of social media on smartphones, and as a method of attracting younger donors. As a result the IWK Foundation decided to test mobile giving as part of its annual Radiothon fundraising campaigns. As a member of Children's Miracle Network, the IWK Foundation was able to reach out to ZipGive to make mobile giving a donation option for its recent Radiothon broadcasts in Halifax, Nova Scotia and Moncton, New Brunswick.
During each Radiothon broadcast, listeners were asked to text keyword" IWK" to shortcode 45678 in order to make a $10 gift. The text donation option was promoted regularly during the live broadcast as one of the ways to give to the IWK Radiothon and text giving was also promoted through the IWK Foundation's social media channels, including Facebook and Twitter.
Another strategy that was employed in Moncton was to set a time-specific goal for listeners to achieve through the number of texts gifts that were made. The IWK had a very committed volunteer offer to shave her head if enough text donations came in within a specific time period. The goal was set at 25 texts in an hour.
During the 12 hour live broadcast in Halifax, listeners to the IWK Radiothon made 115 text gifts totalling $1,150. During the 30 hour live broadcast in Moncton, listeners made 249 text gifts totalling $2,490.
In Moncton, there was an overwhelming response from listeners to reach the goal to shave the volunteer's head - within 10 minutes, the goal of reaching 25 text gifts had been achieved and within 20 minutes, 45 text gifts had been made.
In collaboration with ZipGive and the Children's Miracle Network, the IWK Foundation was able to raise $3,640 through text giving during its Radiothon broadcasts. The IWK Foundation is thrilled with being able to engage donors in a new way and believes mobile giving will continue to grow as a means of giving in the future.