Wireless Developer Network

Mobile Donations Rase £1.75M For BBC Children in Need

BBC Children in Need launched SMS donations on Monday 26th October 2009 and has raised an incredible £1.75m via mobile through £5 donations, marking a first for the charity. The public have donated knowing that every penny has gone directly to BBC Children in Need thanks to mobile network operators waiving their usual fees and the Treasury confirming no VAT charges. Gift Aid has also been available meaning an additional £1.40 for every eligible £5 donation – Meaning a potential extra income of over £500k.

Mobile Interactive Technology (MIT) powered all SMS donations via MIDAS with digital agency Jigsaw designing, building and hosting the BBC Children in Need Gift Aid website , and mobile internet publishing business Kilrush designing, building and hosting the mobile internet site enabling supporters to add Gift Aid to their donation.

In the four weeks running up to the main BBC Children in Need appeal, viewers of The One Show were invited to text a keyword (based on the presenter's name) to support the presenter they wanted to participate in the latest challenge. Each interaction donated £5 with donations capped at seven maximum per day.

The Children in Need Rocks the Royal Albert Hall concert was broadcast on Thursday 19th November from 8pm to 10pm, where Take That performed amongst other artists, and invited supporters to text keyword 'DONATE' to shortcode 70077 to donate £5.

These services were supported by MIT's Client services and Operations team, being located both at their offices throughout the campaign and on the appeal night at BT Tower, central London.

Rob Weisz, Commercial Director, MIT said "MIT has a proven track record for enabling donations for large scale broadcast events and 'BBC Children in Needs' success really underpins an appetite for viewers to interact and participate via mobile. With the addition of Gift Aid via the mobile internet, as well as the traditional internet, the channel has really optimised donations. It's key for charities to diversify into multiple donations channels for wider reach and appeal."

Anna Bennett, Director of Operations and Finance, BBC Children in Need said "This is the first time BBC Children in Need has used SMS to interact with our supporters. The donation mechanic has made it easy for our supporters to donate and has helped us to reach a wider audience."

Mobile Interactive Technology (MIT), Jigsaw and Kilrush are part of Mobile Interactive Group, a global integrated mobile and digital communications business - www.migcan.com

Figures calculated on Monday 23rd November. Final figures will be calculated at close of campaign - Monday 30th November 2009.

Mobile Interactive Technology (MIT) is a leading provider of interactive mobile solutions which designs, develops and builds cutting edge applications and technologies for the mobile, digital and media markets in the UK.

Our services include mobile billing, mobile messaging (SMS, MMS, Video and Voice), location based services, technology and services provision working with broadcasters, production companies, MNO's, brands, agencies and handset manufacturers.

MIT employs one of the largest in-house development teams in the mobile and digital space and builds proprietary ’carrier grade’ technology platforms to better serve our ever expanding client base.