Katie Piper Foundation

How to add text giving to your social media fundraising 
Katie Piper Foundation logo
The Katie Piper Foundation has been improving the lives’ of burn victims for close to a decade. In July this year, in a bid to grow their individual giving portfolio as well as kickstart their mobile giving fundraising journey, they decided to trial text giving for the first time as part of their social media fundraising.

The campaign

The Foundation included a text-to-donate call to action in their Twitter and Instagram coverage of Katie Piper’s participation in the 2019 ASICS London 10k, in which they hoped to raise enough in order to pay for one patient’s stay at the Foundation’s Rehab Centre. The campaign also allowed supporters to donate online.

After an initial session with our digital strategist, the Foundation introduced their text giving keyword RUNKATIE to Katie’s followers two weeks before the event. This helped build awareness around the donation method in the lead up to event.


Following a campaign debrief with our digital strategist, the Foundation found that their peak giving periods included:

  • Katie Piper’s pre-announcement on Instagram Stories two weeks before the event which had a social ‘shelf-life’ of 24 hours
  • Two days before the event

The campaign also received 13 times as many text donations versus online


Why text giving and social media are the perfect fit

Donr — Katie Piper Foundation 1Our social media apps are busy places, and all content is created with one aim in mind — to get us to stop scrolling and take action. But whether it’s liking, commenting or making a donation, as content creators you only have your follower’s attention for a limited amount of time.

It’s therefore of the utmost importance that charities offer digital supporters quick and seamless ways to give. By including a text giving keyword on social media that’s easy to remember along with a default amount, all supporters have to do is minimise their social apps and send a short text message – a digital fundraising success.


Their text giving setup 

Shortcode: 70085
Default amount: 3

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Text-to-donate has played an incredibly vital part in ACT’s urgent appeal to provide the likes of emergency equipment to the Addenbrooke’s and the Rosie hospitals (part of Cambridge University Hospitals) in response to coronavirus

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By incorporating a text-to-donate ask at the start and end of online broadcasts, the Barn Theatre was able to generate vital income to protect the Theatre’s future during the coronavirus lockdown.

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When Chester Zoo found themselves facing the very real threat of permanent closure following the Coronavirus crisis, they launched a national multi-channel campaign in order to ‘Save Our Zoo’.

Adding Text Giving to your digital fundraising or emergency appeal? Read our COVID-19 Info Hub