RSPCA launches own-brand mobile service1

Fundraising | Celina Ribeiro | 10 May 2012

The RSPCA has launched a mobile phone service which will compete with other mobile services and raise money for the charity.

The RSPCA Mobile Service, launched today, is a cause-related marketing effort and believed to be the first time a charity has ventured into mobile service provision.

Initially a pay-as-you-go service launching with four mobile handsets, RSPCA has plans to roll out a monthly contract offering as well. Customers can also buy sim cards on their own. The charity will receive 10 per cent of the value of top-ups and an additional 5 per cent if the user re-charges their credit on the rspcamobile.co.uk website.

The offering is designed to compete with traditional mobile services on price and coverage; the charity claims it will provide 99.8 per cent coverage in the UK and is up to 40 per cent cheaper than alternative providers. The charity will also be selling mobile skins.

Andrew Lyons, RSPCA corporate account manager, said that the service is designed to attract new income, without requiring that cash-strapped donors spend additional money.

“The RSPCA Mobile service offers a very simple way for people to incorporate giving into their everyday expenditure,” he said.

Last October, RSPCA announced a total review of its fundraising portfolio in an effort specifically to develop new products and tap new audiences.

The phones will be sold on the rspcamobile.co.uk site and in Go Mobile stores. Shebang Technologies Group is hosting the service in partnership with the charity.

Directory: Royal Society for the Prevention of Cruelty to Animals (RSPCA)

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Peter Storey
Director of Marketing
Kidney Research UK
14 May 2012

A bold new development for the sector and it will be interesting to see how it pans out. The mobile phone market is pretty saturated so much new business is driven by switching - and that must be very price sensitive. Will a cause-related offer be sufficient motivation for what is a very broad market?

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