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Send a Net, Save a Life ads switch to a regular giving ask

Send a Net, Save a Life ads switch to a regular giving ask

Its simple request for a donation of £3 by SMS text giving helped establish mobile giving as a standard option for the public. As a result other charities have introduced fundraising by text campaigns on trains and Tube trains, many of them choosing the £3 level.

Christian Aid’s ‘Send a Net, Save a Life’ campaign has been running for nearly three years, appearing on posters on London Underground trains and other places.

From this week Christian Aid have changed their original adverts to ask not for a one-off £3 gift, but for regular gifts of £3 a month. Christian Aid is working with mobile fundraising specialists Open Fundraising, using their Mobilise system. This enables donors to send a text to set up a regular gift. There is no need to ask for bank details or to answer a telephone call.

Paul de Gregorio, Head of Mobile at Open, said:

“We have proved over the last 18 months that traditional advertising fused with mobile can generate hundreds of thousands of new supporters. Putting regular giving by text in these same places has the potential to change the way charities view regular giving recruitment.

“Giving in this way is so simple. No bank details or name and address to share. See the ad. Send a text. You are giving. Easy”.




Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp and co-founder of Research massive growth in giving.

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