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Case Study One:
Goal – was to raise as much money as possible for those affected by the devastation in Haiti. In a recent campaign the Red Cross was able to raise $5,000,000 for Haiti. This was done by making use of text messaging. It is estimated that there are 270 million people in the United States alone that own a cell phone!
The fund raising drive was set up in a simple way. All people had to do to help out was text “Haiti” to 90999 and a $10 donation was automatically made. It was simple but very effective and nobody had to go out of their way to make a donation.
To date this has been the most effective SMS campaign done by any charitable organization. Even though the concept was simple the Red Cross needed help to put their campaign into place.
Getting a five digit short code like ‘Haiti’ is not cheap, some of these numbers can cost up to $12,000! They then needed to put an effective marketing campaign into place. Luckily for the Red Cross they had the backing of Michelle Obama and the NFL. It is known that text messages get opened by the majority of people and this is the one component that makes SMS campaigns so successful. You know that your message will be opened and read.
The reason why this campaign worked so well was due to the nature of the text message. People had seen the devastation in Haiti and when asked
responded by helping. The message was simply a way to donate money, there was no writing a cheque or going to a local bank. It was all done via
people’s cell phones. Quick and easy!
Plus the majority of cell phone users are younger and held current jobs.
People from all walks of life were made aware of the severity of the situation. Reaching so many people from diverse backgrounds found those that had the money to donate.