To date, 15 per cent of donors who contribute via SMS and receive a “thank you” text have signed up to Gift Aid via their mobile.
The charity has made use of a donation platform specially built to allow fundraisers to maximise their take from the mobile channel, which has historically been complex and with a wide variation in the charges levied by networks.
NSPCC is now able to offer a single SMS short code as part of its Christmas campaign, using GIFT 70997. A confirmation text includes a link to the mobile Gift Aid page.
Integration of WAP and web pages allows the charity to optimise data capture in one stage and also capture an opt-in from donors to subsequent communications. Using the solution, a pledge of £5 now delivers an average of £5.72 after Gift Aid, rising to £5.90 if the donation is made via the O2 network.