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The Prince's Trust Awards debuts text-to-donate mechanic

David Murphy

The Prince's Trust Awards will feature a text donation mechanic to enable viewers to donate via SMS for the first time when the Awards Ceremony airs on ITV in the UK this evening.

The Prince’s Trust helps young people from disadvantaged communities to get their lives back on track by giving them the confidence and skills to live, learn and earn. Founded by HRH The Prince of Wales in 1976, the charity supports 11 to 30-year-olds across the UK who are unemployed, those struggling at school or at risk of exclusion. Since its inception The Trust has supported more than one million young people in the UK.

The Awards recognise young people who have succeeded against all the odds, improved their chances in life and had a positive impact on their local community. The text-to-donate platform, powered by Fonix, will enable viewers to send a text message to donate either £10, £20, £30 or £40, all charged to their mobile phone bills.

Each year, The Prince’s Trust Awards allows us to celebrate the achievements and admire the resilience of young people across the UK and internationally,” said Jessica Mitchell, Individual Supporters Manager for The Princes Trust. “Incorporating fundraising into the show for the very first time is a natural and exciting addition for us. Fonix’s experience within the charity sector and continued success with text-to-donate made the partnership an exciting prospect.”