Lullaby Trust

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

Gift Aid on Text donations​

Keyword: LULLABY
Shortcode: 70085
Default amount: 3

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