Page 360 - Social Media Marketing for Dummies

FIGURE 23-3:
ACS accepting
donations
using SMS.

CHANGING THE WORLD WITH
YOUR FINGERTIPS

Jim Manis, one of the mobile industry’s most influential players, founded the Mobile
Giving Foundation (MGF) after the sale of his company m-Qube to VeriSign in 2007.
Manis and the team at MGF set up a program in which MGF-certified charities,
partners, and participating carriers can organize charitable-donation programs
using premium short-messaging services (PSMS) as the means of capturing mobile
subscribers’ donations. As in any PSMS program, you promote the call to action;
people respond to it and donate, and nearly 100 percent of the donation makes its
way to the MGF-certified charity.

A 501(c)(3) or related charity can contact the MGF to go through the certification process
and use the mobile channel to raise money. A company that wants to make a difference
and be socially responsible can use the mobile channel to promote an MGF-certified
program. For more information, visit www.mobilegiving.org.

344 PART 5 Old Marketing Is New Again with SMM