(3BL Media) Denver, CO - August 31, 2012 – The mGive Foundation, the leading 501(c)(3) public charity enabling and processing mobile donation campaigns in the United States, today announced that it has initiated a $25 mobile donation trial to help with Hurricane Isaac relief. The mobile donation trial raises the maximum mobile donation amount from $10 to $25 for the first time in disaster relief text campaigns.

Subscribers on AT&T, Sprint and T-Mobile can donate $25 to the American Red Cross Hurricane Isaac relief efforts by texting the word “DONATE” to 90999. Verizon subscribers can donate $10. 

“Mobile donors respond with great generosity in times of disaster. Now we are offering them the option to donate up to $25 to help the American Red Cross provide services to those affected by Hurricane Isaac,” said Peggy Dyer, chief marketing officer of the Red Cross. “mGive’s experience, proven systems and technology help the American Red Cross use mobile phones to connect our clients and supporters so recovery from disasters can be more immediate and effective.”

“We believe that empowering charitable organizations with mobile technology is vital to helping communities in times of need,” said Mark Collins, senior vice president, Voice and Data Products, AT&T Mobility and Consumer Markets.  “This campaign will allow AT&T subscribers to make an even larger impact in times of disaster through four simple clicks on their cell phone.”

Although the $25 donation amount will only be available to the American Red Cross, the wireless industry is currently exploring the impact of higher donation limits.

“We have piloted $25 donation amounts in the past but this is the first time we will be applying the higher price point to a disaster relief campaign,” said Jenifer Snyder, Executive Director of The mGive Foundation. “Findings from the annual mGive Text Donor Survey show 82% of mobile donors want a higher donation amount. This is the time to empower everyday philanthropists to easily give more to help those suffering from the affects of Hurricane Isaac.”

This mobile donation trial for the American Red Cross’s relief campaign for Hurricane Isaac is designed to assess the validity, effectiveness, and donor response to a $25 donation level in times of disaster. Currently, donors can give $5 or $10 donations to other charities that use mobile donation campaigns.

 “Our thoughts are with all of our customers, employees and everyone affected by Hurricane Isaac,” said Gabriel Torres, vice president and general manager T-Mobile Southeast Region. “We’re pleased to support this fast, easy and effective way to donate to the American Red Cross relief efforts as they help rebuild homes and lives impacted by the storm. Our customers are not charged for the text message, and T-Mobile passes 100% of each contribution to mGive and the American Red Cross.” 

“Text donation campaigns ensure that Sprint customers can further leverage our seamless mobile technology to help others in times of need,” said Ralph Reid, vice president-Corporate Social Responsibility, Sprint.  “We are happy to have this innovative and accessible kind of reach that can provide vital support during such a devastating time.”

$25.00 donation to American Red Cross. Charges will appear on your wireless bill, or be deducted from your prepaid balance. All purchases must be authorized by account holder. Must be 18 years of age or have parental permission to participate. Message and Data Rates May Apply. Text STOP to 90999 to STOP. Text HELP to 90999 for HELP. Full Terms: mGive.org/T. Privacy Policy: mGive.org/P

About the American Red Cross:
The American Red Cross shelters, feeds and provides emotional support to victims of disasters; supplies nearly half of the nation's blood; teaches lifesaving skills; provides international humanitarian aid; and supports military members and their families. The Red Cross is a charitable organization — not a government agency — and depends on volunteers and the generosity of the American public to perform its mission. For more information, please visit www.redcross.org or join our blog at http://blog.redcross.org.

About The mGive Foundation:
The mGive Foundation is a 501(c)(3) created to certify nonprofits wishing to participate in the mobile giving channel and facilitate the flow of funds from carriers directly to participating nonprofits. The mission of the organization is to drive innovation and to assist other nonprofits in their efforts to raise money and communicate with donors more effectively through the mobile channel. For more information please visit www.mgive.org or contact:

Andrea Schafer (for The mGive Foundation)
1 303 981 9000
Andrea@gokairos.com

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