The RSPCA has launched its RSPCA Mobile service in the UK, based around a range of four pay-as-you-go phones, where a minimum of 10 per cent of all top-up revenues will go directly to the charity.

This is the first time a UK charity has introduced a mobile phone service incorporating a fundraising element and is part of the charity’s strategy to find new ways to engage with both corporate partners and members of the public to help increase donations as the economic crisis continues. The initiative is part of a cause marketing trend, more widespread in the US, where individuals are asked to show personal social responsibility in the product and service purchases they make every day. The idea is especially attractive in difficult economic times as it enables consumers to give more to charities without increasing their expenditure or lowering their level of service.

RSPCA Mobile offers 99.8 per cent UK coverage, and calls and text charges are up to 40 per cent cheaper than those offered on other major UK networks. The service is hosted in partnership with Shebang Technologies Group.

The RSPCA will receive 10 per cent of all top-up revenue, plus an additional 5 per cent if the phone is topped up at www.rspcamobile.co.uk. During May, Shebang Technologies companies, Go Mobile and Affordable Mobiles will also be donating £1 per mobile phone contract connection to the RSPCA.

“As for many charities, this is an incredibly tough time for the RSPCA, so we are always working on new fundraising ideas,” says Andrew Lyons, corporate account manager at the RSPCA. “Statistics recently released by the RSPCA show that we have seen an increase in the number of calls we are receiving and the number of animals that need rescuing and caring for. Costs are increasing all round, and at the same time, members of the public are also feeling the squeeze and finding it harder to make donations. The RSPCA Mobile service offers a very simple way for people to incorporate giving into their everyday expenditure.”

Lyons believes that potential customers are likely to be using a mobile phone service of some kind already. “Our launch makes it very simple to switch to a very similar service in the knowledge that at least 10 per cent of their spend on mobile phone top up will go directly to the RSPCA charity and help enormously with our fight against animal cruelty,” he says.

The four handsets available at launch are the Samsung E1080, which sells for £19.95; the Big Button Bar (£39.95); the Big Button Flip at (£49.95); and the HTC Explorer (£124.95). All come with £10 worth of credit on the RSPCA network, except the HTC, which comes with £20 credit.

You can buy the phones at www.rspcamobile.co.uk or at any Go Mobile store nationwide. A pay monthly version of the service is also in the pipeline.