A Holiday 'GIFT' at Your Fingertips: Mobile Givers Can Text a $25 Donation to the American Red Cross

Cell Phone Users Can Text GIFT to 90999 Through December 31 in New Program

WASHINGTON, Nov. 30, 2010 /PRNewswire-USNewswire/ --The American Red Cross and wireless communications partners today announced a new mobile giving effort that enables cellular telephone users to text GIFT to 90999 to make a $25 donation to the Red Cross.

(Logo: http://photos.prnewswire.com/prnh/20090108/RedCrossLOGO)

The new holiday text donation program builds on the record-shattering effort following the Haiti earthquake, which raised nearly $33 million for Haiti relief and recovery based on $10 text donations.

The new program, which runs through December 31, is the first to be done with a number of wireless carriers with a holiday-themed keyword and a $25 amount.

"Over three million people made a $10 donation via text to help the people of Haiti last January.  We are now asking them to help the work of the American Red Cross down the street, across the country, and around the world by making a holiday gift of $25 by text," said Peggy Dyer, chief marketing officer of the American Red Cross. "A few finger taps on a cell phone can be the gift that saves the day for a person affected by disaster."

Donations received through texting GIFT to 90999 through the end of the year will support the work of the Red Cross, such as responding to a disaster, collecting lifesaving blood, teaching skills that can save a life, or assisting military members and their families.

The pilot program is being done with mGive, which partnered with the Red Cross on the highly successful Haiti mobile giving effort. Many leading wireless carriers are participating.

"The American Red Cross has truly embraced the power of mobile giving," said Brian Leamy, Executive Vice President of mGive. "Through the introduction of this new $25 donation level, the American Red Cross will play a vital role in continuing to expand and broaden the mobile donation market. mGive is proud to be the American Red Cross' partner of choice for mobile donations and will continue to support them in their expanding mobile efforts."

Donations will appear on customers' monthly bills or be debited from prepaid account balances. Message and data rates may apply. The Red Cross is working with mGive to process and facilitate the mobile donations.

People who make a $25 text donation will be sent a link to download a badge for their Facebook pages. They will also have the opportunity to inspire their friends to donate and to connect with the Red Cross through social media sites.

The text donation program is another part of the Red Cross holiday giving campaign, which also features an online holiday giving catalog, www.redcross.org/gifts.  The Red Cross has more than 20 gift ideas — such as assisting someone in the military with a phone card or supplies, providing food and shelter to a disaster victim, covering the costs of snacks at a blood drive, or giving basic necessities to a family in another country.

The purchase of each gift item through the online catalog is a tax-deductible contribution to the overall mission of the American Red Cross.  On the rare occasion when donations exceed the need in a particular area, the Red Cross will use the contribution to help others where the need is greatest.   

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 www.redcross.org or join our blog at http://blog.redcross.org.

SOURCE American Red Cross