The Katie Piper Foundation has been improving the lives’ of burn victims for close to a decade. In July 2019, 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.
Their text giving setup:
- Keyword: RUNKATIE
- Default amount: £3
- Shortcode: 70085
The Foundation included a text-to-donate call to action in their Twitter and Instagram coverage of Katie Piper’s participation in the 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 the 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 and 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
Our 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.
Find out how the Trussell Trust have used Text Giving.