mGive Partners With the Entertainment Industry Foundation to Power Mobile Donations During 2010 Stand Up To Cancer (SU2C) Broadcast

DENVER, Sept. 9 /PRNewswire/ -- mGive, the leading mobile donation platform provider in the United States, today announced that it has partnered with the Entertainment Industry Foundation and will power mobile donations during 2010's Stand Up To Cancer (SU2C) fundraising broadcast scheduled to air on primetime TV on September 10, 2010 at 8PM EDT & PDT / 7PM CT. Viewers will be able to donate via a dedicated phone line, the web, or by texting "STAND" to 40202 to make a $10 mobile donation. Text message donations will be promoted with a call-to-action ticker on the bottom of the TV screen during the telecast and will be emphasized during on-screen performances.

"We are thrilled to work with mGive on this project," said Lisa Paulsen, President and CEO of the Entertainment Industry Foundation. "Their expertise, technical support, and understanding of the nonprofit world make them our ideal partners for a critical effort such as Stand Up To Cancer. They are a key resource for facilitating the public donation process, which allows every individual to help fund crucial research against cancer."

An extraordinary line-up of actors, musicians, athletes and journalists have banded together for SU2C, the groundbreaking initiative aimed at raising funds to accelerate innovative cancer research bringing new therapies to patients quickly. The one-hour event will be simulcast live and commercial-free on ABC, CBS, FOX, NBC, Bio, Discovery Health, E!, G4, HBO, HBO Latino, MLB Network, mun2, Showtime, Smithsonian Channel, The Style Network, TV One, and VH1. This year's SU2C telecast will feature live performances by legendary recording artists and stars from film, television and sports, presenting content that provides viewers with insights into cancer. One hundred percent of all donations received from the public will go directly to cancer research.

"We are pleased to partner with the Entertainment Industry Foundation to help support the Stand Up To Cancer initiative," said James Eberhard, chairman and founder of mGive. "Mobile donations have become a valuable channel for charitable giving for initiatives like Stand Up To Cancer. Using a mobile phone, millions have the power to create social change through a simple a text message donation."

About Stand Up To Cancer

Stand Up To Cancer (SU2C) – a program of the Entertainment Industry Foundation (EIF), a 501(c)3 charitable organization – raises funds to hasten the pace of groundbreaking translational research that can get new therapies to patients quickly and save lives. In the fall of 2007, a group of women who have been profoundly affected by cancer began working together to marshal the resources of the media and entertainment industries in the fight against it.

The SU2C founding members include Laura Ziskin, executive producer of the Sept. 5, 2008 broadcast and the upcoming one, who is a cancer survivor; Sherry Lansing, chairperson of the Entertainment Industry Foundation's Board of Directors and founder of the Sherry Lansing Foundation; EIF President and CEO Lisa Paulsen; Katie Couric; EIF Senior Vice President Kathleen Lobb; Rusty Robertson and Sue Schwartz of the Robertson Schwartz Agency; nonprofit executive Ellen Ziffren; and Noreen Fraser, founder of the Noreen Fraser Foundation (NFF) and a cancer survivor. SU2C was formally launched on May 27, 2008.

For more information visit www.standuptocancer.org.

About the Entertainment Industry Foundation

The Entertainment Industry Foundation (EIF) is a not-for-profit organization that serves as the collective philanthropy for the television and film businesses. EIF has distributed hundreds of millions of dollars to support programs addressing critical health, education and social issues.

About mGive

mGive, the founder of the mobile donation market, has powered over 85 percent of mobile donations in the United States and is redefining the way people donate. Established in 2005, mGive introduced the first mobile donation platform tailored to nonprofit organizations in the United States. mGive's robust messaging system and social media marketing tools are designed to easily integrate a mobile giving component into an organization's already existing fundraising campaigns. Today, mGive serves more than 500 leading philanthropic organizations and has powered over 7,000 mobile campaigns to date. For more information please call 866.720.3350 or visit www.mgive.com.

SOURCE mGive