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FS: Can smaller organizations without easy access to media and celebrities that encourage mobile giving benefit as much as those large organizations that did so well with Haiti relief efforts?

JK: The biggest challenge for interactive giving is exposure: getting people to your Web site or, in this case, getting them to text your organization. Absent dramatic exposure — and more than 95 percent of nonprofits do not have the necessary reach and exposure — nonprofits will have a very hard time funding their needs through text-to-give. Most will struggle to break even.