Consumers send a text to a shortcode in order to make donations – and in return, charities can send images, video and marketing content directly to their device.
“We wanted to develop a product that took full advantage of the mobile technology that has become available, while placing some of the control over donations back in the hands of supporters,” says Cymba director Nevil Coleman. “We have had a positive response to Connected from charities and their supporters since it was made available in limited form last year and we are looking forward to making it available to more charities and fundraising agencies who want to offer digital-savvy donors a new way to give.”
Previously run as a limited pilot project, the service has raised more than £275,000 since January 2011, for charities including the World Wide Fund for Nature, NSPCC and Christian Aid. Based on this pilot period, the service has shown a low rate of donor attrition, with as many as 90 per cent of Connected donors still giving money to their chosen charity after 14 months.