Red Cross Extends Agreement With mGive to Enable Supporters to Learn, Engage and Donate Using Mobile Devices

Wednesday, July 28, 2010 News on IT in Healthcare
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DENVER, July 27 mGive and the American Red Cross have extended their ability to use mobile technologies to engage supporters using the mobile channel. mGive, a pioneer and leader in powering mobile donations for nonprofit organizations, and the Red Cross previously cooperated to raise the largest amount of mobile donations ever contributed following the Haiti earthquake, involving more supporters compared to any previous mobile fundraising campaign.

When the Haiti earthquake struck on January 12, mGive, the American Red Cross, and the U.S. State Department partnered to establish a text donation campaign to benefit the victims of the earthquake. More than $33 million was raised for the Red Cross Haiti relief efforts, involving $10 donations from more than 3.2 million people. At some points during the donation campaign, mGive's platform processed as much as 900 messages a second. The success of the fundraising campaign, particularly its ability to engage younger, first time donors, represented a tipping point in establishing broad awareness of the benefits of mobile technology for social good.

"The mobile platform is becoming a powerful tool for organizations like the Red Cross to use to reach supporters and build our communities," said Peggy Dyer, Chief Marketing Officer of the American Red Cross. "People are increasingly comfortable using their mobile devices to do more than just have a conversation. Taking action that helps the causes they care about is a powerful benefit, and an option we want to continue to provide to our supporters."

Building off of the momentum from mobile donations, the American Red Cross is exploring additional ways to utilize the mGive platform and services in support of the Red Cross mission to help people prevent, prepare for and respond to emergencies.

"The Haiti relief effort changed the way organizations and people perceive the mobile platform for social good," said Mobile Accord Chairman James Eberhard. "Following mGive's success with the Red Cross and other charities, we've seen all kinds of nonprofit organizations - big and small - turning to mobile technologies as a simple solution for raising contributions and building awareness and community for a host of worthy causes."

About the American Red Cross:

The American Red Cross shelters, feeds and provides emotional support to victims of disasters; supplies nearly half of the nation's blood; teaches lifesaving skills; provides international humanitarian aid; and supports military members and their families. The Red Cross is a charitable organization -- not a government agency -- and depends on volunteers and the generosity of the American public to perform its mission. For more information, please visit or join our blog at

About mGive and Mobile Accord

Mobile Accord is the innovator and leader in mobile technology for nonprofit organizations, powering mobile donations in the United States. Founded in 2005, Mobile Accord was the first company in the U.S. to offer mobile tools specifically built for nonprofit organizations. Mobile Accord serves more than 400 leading U.S. philanthropic organizations and has raised more 95% of all funds raised via mobile giving. The mGive Foundation is the charitable partner of Mobile Accord.


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