# DEC raises record £1.5 million by text for East Africa Appeal

- Link: https://fundraising.co.uk/2011/10/28/dec-raises-record-15m-text-east-africa-appeal/
- Published: 2011-10-28T09:28:35+01:00
- Author: Howard Lake

The Disasters Emergency Committee (DEC) has raised more than £1.5 million through
SMS donations for its current East Africa Crisis Appeal. The figure includes Gift
Aid from more than 70% of donors. This is the highest amount donated by text for
any DEC appeal, a substantial increase from the previous highest total of £230,000
for the 2010 Haiti Earthquake Appeal.

Donations via text have jumped significantly from 0.3% for Haiti and 0.2% for Pakistan
to 3.3% for East Africa. These cover the element of the income handled by DEC rather
than its member agencies. In the East Africa appeal case text donations represented
3.3% (without Gift Aid) of the £33 million it has handled, and 3.8% with Gift Aid
included.

Text to give donation details were included for the first time in one of the charity’s
TV appeals for the East Africa appeal, the one featuring actor Jason Isaacs that
was screened in prime time slots on ITV, C4, Channel 5 and Sky.

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Disasters Emergency Committee Chief Executive Brendan Gormley said: “We are particularly
pleased by the very strong response to the wider promotion of text to give. SMS 
donations have surged with no sign that giving by other channels has declined. We
believe text to give is helping us reach a new generation of donors and the feedback
we have received from those donors via social media has been excellent.”

The record response by text giving mirrors the appeal’s overall success. The £72
million raised so far is the third highest appeal total in the organisation’s 45
year history.

The DEC text to donate platform is provided by OpenMarket. Donors text 70000 and
a key word such as ‘AFRICA’ to donate £5 to the DEC. The DEC receives the full £
5 and sending the text is completely free for all users on all networks. Gift Aid
details can be forwarded by text and gift aid is claimed automatically for eligible
repeat donors. The campaign has been shortlisted for three mobile industry awards.

Online donations continue to be the largest single channel for direct donations 
to DEC at 34.5%, with post the second highest at 26%. Over the counter donations
at post offices and banks generated 15.4% and phone donations 12.4%.

www.dec.org.uk/appeals/east-africa-crisis-appeal/100-days-update

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