It’s for You!

All charities must meet the following standards:

* Have a well-defined mission and programs that work to efficiently achieve that mission.
* Be governed by an elected, volunteer board of directors.
* Have policies in place to prevent conflicts of interest.
* Practice sound financial management, and comply with legal and regulatory requirements.
* Provide the public with information about its mission, program activities and finances.
* Be accessible and responsive to members of the public who express interest in the affairs of the organization.
* Be in good standing with the state of registration.
* Be USA PATRIOT Act compliant.
* Maintain 501(c)(3) status.

The first three U.S. nonprofits to offer text-message fundraising appeals were United Way of America in partnership with the National Football League, launched during this year’s Super Bowl (text “FIT” to 864833); American Society for the Prevention of Cruelty to Animals, launched April 10 during ASPCA Day (text “GIVE” to 27722); and Keep a Child Alive. All are $5 donation programs powered by Mobile Accord through its online service, www.mgive.com.

A quick case study
As the mobile donation channel expands across the U.S. marketplace, many nonprofits are looking for innovative ways to leverage celebrity endorsements and mobile donations. One great example of how well this new fundraising channel is working is Keep a Child Alive, supported by its main spokesperson, singer Alicia Keys. Keys now includes a specific appeal for mobile donations during each show of her current 33-city tour. During her concerts, Keys stops halfway through the show, dims the house lights, and asks concertgoers to pull out their cell phones and donate $5 to Keep a Child Alive by texting “ALIVE” to 90999 — right then and there. The instructions for the mobile-donation appeal are displayed on all screens and promoted throughout the venue with banners, flyers and T-shirts. Keep a Child Alive continues to raise thousands of dollars at each stop of the tour, with about a 6 percent to 12 percent response rate for venues of 15,000 to 20,000 people.