Lullaby Trust

Adding text giving to your event fundraising toolkit
Lullaby Trust logo
On a mission to raise awareness of sudden infant death syndrome (SIDS) and provide bereaved families support, the Lullaby Trust created a unique text keyword to promote at events.

The campaign

Adam Kay, author of This is Going to Hurt, and a Lullaby Trust ambassador, pledged to raise £50,000 for the charity at his live shows, calling the campaign ‘Adam’s 50k’. Initially the Trust only had bucket collections after the show, however they soon found that they were missing out on supporters who didn’t carry cash. Some of the venues also had restrictions on bucket collections.


A cashless solution

On the search for an affordable, cashless donation option that was quick to setup they turned to Donr Text Giving. They created the keyword LULLABY with a default amount of £3 that Adam Kay promoted on stage after the shows to let supporters know how to donate if they didn’t have any cash on them.


Text giving and event fundraising

Text giving is the perfect addition to an event where there’s an opportunity to verbally promote a donation call to action. It’s easy to understand, and if you pick a good keyword is immediately actionable.

By adding a cashless donation option alongside their more traditional fundraising methods the Lullaby Trust were able to capture a wider range of supporters, as well as grow their mobile giving supporter base.

family using ipad

Their text giving set up

Keyword: LULLABY
Shortcode: 70085
Default amount: 3

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Safe Haven for Donkeys have increased how often they promote their text-to-give campaign online in response to COVID – and have seen an increased uptake in the number of donations via SMS from their audience in return.

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With an aim to end hunger and poverty in the UK, The Trussell Trust supports a nationwide network of food banks by providing emergency food and support. To offer their supporters more choice, they added text giving to their website’s online donation options.

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Keech Hospice Care listened to what supporters wanted and needed during the early stages of the coronavirus lockdown. A virtual quiz enabled supporters to maintain a social life, whilst adding a text-to-donate ask allowed the hospice to raise vital funds.

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