Is Mobile Fundraising the Next Frontier for Charities?

The most promising way to raise money right now using mobiles probably is the old-fashioned way — by using the voice feature. John Edwards’ presidential campaign, through its vendor Mobile Commons, sent everyone on its mobile list (those individuals who had opted in to receive text messages by signing up at events or on Edwards’ Web site) an SMS asking participants to listen to a special message from Elizabeth Edwards. Those that made the call (15 percent of recipients on the mobile opt-in list) then were directed to press “1” to be connected to an operator to make a donation. About 10 percent of those 15 percent did — with an average donation of $120.