Safe Haven for Donkeys

Promoting text giving more frequently during a crisis
Safe Haven for Donkeys logo
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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The Effects of Coronavirus

Like so many other charities, the Coronavirus has had a harmful effect on Safe Haven for Donkeys. Their sanctuary has had to close to visitors, which has meant a drop in income – this, as well as other streams of funding being delayed or further decreasing.

As an immediate response, the charity knew they needed to maximise all methods of fundraising. As an instant and contactless method of giving, increasing their fundraising efforts has included a conscious effort to promote their text campaign details more frequently throughout the COVID period.

Our average monthly income from text giving quadrupled during lockdown and is still significantly higher now than before we were locked down.” – Wendy Ahl, UK Operations Director

A Quick and Simple Donation Method

Safe Haven for Donkeys have been promoting their “DONKEY” keyword across their social media channels (including Facebook, Twitter and Instagram), on their website, and in their newsletters too. They say that social media has seen the most success, but that all areas have seen a positive response from their audience.

“Our average monthly income from text giving quadrupled during lockdown and is still significantly higher now than before we were locked down,” says Wendy Ahl, the charity’s UK Operations Director.

The simplicity of text-to-give as a donation method is something the charity believes resonates with their supporters, particularly at this time. We’re all spending more time at home and browsing the internet on our phones – meaning we’re also spending more time on the likes of social media. Text-to-donate is an instant way to show support to a cause in need.

“Text to give is a simple, quick way for donors to give and this is what they increasingly want,” says Wendy Ahl.

“They don’t want to spend an age filling in forms, and many of them can’t get out to post paper forms right now. Text to give fits this need perfectly.”


Keyword: DONKEY
Shortcode: 70085
Default amount: No default amount

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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.

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Text-to-donate allowed Teesside Hospice to run a viral ‘keepy up’ challenge, in which amateur and professional footballers attempted to do 26 keep ups to raise awareness and funds for the hospice

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As the chosen charity partner of the Battle Proms Concerts for a second year in a row, SSAFA opted this year to trial Text Giving as a way to widen the scope for receiving donations in an events environment.

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