From: Red Cross
Date: Monday, January 15, 2010


On January 12, 2010, Haiti was struck by a devastating earthquake that not only shook the island but people across the globe. Within days, many organizations mobilized to collect donations. The Red Cross partnered with the Mobile Giving Foundation and First Lady Michelle Obama to launch an incredible mobile campaign.

Within three days of the earthquake, the Red Cross generated over $8 million in donations via texts at $10 per transaction. More donations were generated via short codes as other organizations launched their own mobile campaigns.

All marketing channels were leveraged to generate historically significant totals. Through websites, music sales, benefits, telethons and texts, organizations quickly organized to drive one the most focused and successful campaigns in history. Success was driven by three key components: low donation thresholds, ease of donation through mobile partners and cross channel efforts that amplified the message.

Donors were presented with options to receive updates on how their dollars were spent. Subscribers connected to the event through updates and news that drove continued contributions. To date, donations to help Haiti exceed $528 million. What an amazing feat!