Relationships 2.0
Some of the money raised in 2008 came in via SMS — or text messaging. United Way kicked off the year with a text-to-give campaign during the Super Bowl, which, paired with on-air ads and some in-stadium promotions, raised about $10,000. Singer Alicia Keys also sparked $74,000 (as of Dec. 1, 2008) in cell phone giving for the nonprofit Keep A Child Alive with her integrated “Alicia in Africa” campaign promoted through a documentary, pitches at concerts, TV appearances, widgets, Web site appeals and more.
Sarah Durham is president of Big Duck, a New York City-based branding, marketing and fundraising firm for nonprofits. She serves on the boards of the National Brain Tumor Society and the New York Chapter of the Association of Fundraising Professionals (AFP).
