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The American Red Cross had the enormous benefit of free exposure on the cable news channels ("text Haiti to 90999"). The same appeared on entertainment television, NFL football games, NBA basketball games, NCAA games. It was in newspapers, on radio — it was about as ubiquitous as any fundraising appeal in history. It may have had more free publicity than any other cause — ever. And it was easy to give. That is the power of text-to-give: ease. But for 98 percent of America's nonprofits, that ease does not translate to net income because they do not enjoy the media exposure of the Red Cross, Salvation Army, UNICEF, World Vision, Save the Children.