Objective
To drive emergency donations for Gaza through a seamless and scalable mobile fundraising campaign.
Overview
In collaboration with an International Charity and an external communications partner, we developed and launched a high-impact mobile short code donation campaign designed to convert TV viewership into direct donor engagement.
Strategy
The core of the campaign was a mobile keyword-to-short-code donation mechanism, where potential donors were prompted to send a specific keyword via SMS to a short code number advertised during televised CHARITY’s appeals.
For example:
- Text FOOD to 50015
- Text GAZA to 51444
Each keyword was part of an A/B testing strategy to evaluate which call-to-action and messaging resonated most with different audiences. This approach allowed for data-driven optimization across broadcast channels.
Execution
- We worked closely with the Charity’s digital and fundraising teams to integrate the SMS campaign with their internal donor management system.
- Inbound text messages were automatically captured and stored securely in a centralised the Charity dashboard. This dashboard allowed for real-time tracking, data export, and donor management.
- Our partnered communication company followed up with each potential donor via phone to complete and confirm the donation, increasing conversion rates significantly compared to traditional donation methods.
Results
- Increased donor engagement from national TV campaigns.
- Scalable and cost-effective fundraising mechanism.
- Real-time A/B testing through keyword performance tracking.
- Improved data capture and lead nurturing via coordinated follow-up.
Impact
This SMS-based campaign enabled the CHARITY to quickly mobilize public support for humanitarian efforts in Gaza, while gaining valuable insights into donor behavior, message effectiveness, and channel performance.