Mobile phone donations pour in to Children in Need

Fundraising | Celina Ribeiro | 26 Nov 2009

More than £1.75m has been donated to the BBC Children in Need appeal via mobile phones, the first time the charity has ever used text-message donations.

The charity began accepting mobile phone donations for the first time a month before its annual Children in Need telethon, and has already racked up an impressive sum, with a potential for another £500,00 to come in via gift aid.

Donations were made by viewers of the One Show, were made a £5 donation to the charity each time they voted for their favourite presenter to participate in an upcoming challenge. The charity will continue accepting donations until Monday 30, November.

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."

Rob Weisz, commercial director of Mobile Interactive Technologies said that the success of the Children in Need campaign proves that there is “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," he said.

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