mGive to Power American Red Cross $25 Mobile Donation Campaign

The American Red Cross launches $25 mobile donation holiday 'GIFT' campaign powered by mGive

Dec 03, 2010, 08:05 ET from mGive

DENVER, Dec. 3, 2010 /PRNewswire/ -- mGive, (, the leading service provider for mobile donations in the United States, today announced that it is powering the $25 text donation campaign launched by The American Red Cross. This new mobile donation campaign, which will run through December 31, 2010, enables individuals to make a $25 mobile donation to the American Red Cross by texting GIFT to 90999.

"We are honored to have been selected by the American Red Cross to provide the technology powering this industry-changing campaign," said Brian Leamy, Executive Vice President of mGive. "Through our partnership with The mGive Foundation and our innovative charitable partners selected to participate in this trial, we seek to expand the mobile donation industry by making larger mobile donation possible."

Donations received through texting GIFT to 90999 through the end of the year will support the work of the American 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 new holiday text donation program builds on the record-shattering text donation effort following the Haiti earthquake, which raised nearly $33 million for Haiti relief and recovery based on $10 text donations.

The campaign stems from the recently announced $25 mobile donation trial being conducted with most major domestic mobile carriers that was initiated by mGive's 501(c)(3) partner, The mGive Foundation. The mobile donation trial campaign raises the maximum mobile donation amount from its current $10 level to $25, the first campaign of its kind in the mobile donation industry. Currently, donors can give $5 or $10 donations to charities of their choice that utilize mobile donation campaigns. The America Red Cross was one of two organizations selected to participate in the trial, designed to evaluate the validity, effectiveness, and donor response to a $25 donation level.

About mGive

mGive is changing the way people give. Established in 2005, mGive created the United States mobile donation market by introducing the first mobile donation platform tailored to nonprofit organizations. Today, more than 85 percent of domestic mobile donations are powered by mGive, which serves more than 500 leading nonprofit organizations and has launched over 7,000 mobile campaigns. The mGive platform offers scalable, enterprise-level solutions using text messaging for donor engagement and fundraising. For more information, please call 866.720.3350 or visit

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