# New tune for instant fundraising appeal?

- Link: https://fundraising.co.uk/1999/12/05/new-tune-instant-fundraising-appeal/
- Published: 1999-12-05T00:00:00+00:00
- Author: Howard Lake

Oliver Morgan writes in today’s The Observer about the latest use by marketers of
mobile ‘phones. BT Cellnet is teaming up with brewers Whitbread to offer electronic
vouchers via mobile ‘phones. Some mobile ‘phones allow their users’ physical location
to be tracked. These vouchers will be sent when a mobile user is near a pub or bar,
offering them a free pie with a pint or some other deal.
Can this – indeed, should
this – facility be applied by fundraisers? Is it relevant for charities to notify
mobile ‘phone users of the deals available in the charity shop just round the corner?
Perhaps emergency appeal charities will notify ‘phone users that they can make their
payment at the bank or post office just up the road. Or more likely, will some charities’
commercial affinity product partners use the mobile ‘phone in this way to encourage
users to visit their local branch to sign up for their latest charity-supporting
product?

Just because a technology offers this facility does not mean it should be used by
non-profit organisations. UK Fundraising, however, looks forward to hearing if any
charities are planning to extend their fundraising in this way.

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