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Launch of SMS donations with the Red Cross
3 min
On the occasion of the French Red Cross National Days, taking place from June 1st to 9th, Bouygues Telecom, Orange, and SFR, members of the French Mobile Multimedia Association (AFMM), are launching an unprecedented experiment: donation by SMS+. This system allows French people to donate €2 to the association by simply sending the word “DON” to the short number “92 200”. The amount is then reported on the mobile bill.
This pilot, which will continue until the end of the year, benefits from wide visibility thanks to the fundraising campaigns organized by the French Red Cross. It should be noted that this service is not accessible to business customers or employees of the operators.
An innovative solution to support associations
SMS+ is part of micro-payment solutions, primarily used for purchasing digital content or low-value services. This technology also allows for the development of initiatives such as parking payment or, in this specific case, associative donations.
Facing a significant drop in public funds and individual donations, the French Red Cross chose to collaborate with the AFMM to test this new collection method. While 50% of donations are still made by mail, SMS donations offer an additional, less costly channel particularly suited to reach a younger, connected population.
A dual objective: collection and enhancement of SMS+
In addition to meeting a charitable need, this project aims to re-evaluate the image of SMS+ as a modern and effective tool for associations. This pilot will also make it possible to assess the impact of SMS donations on a large scale and consider its deployment to other organizations.
To promote this service, the AFMM has designed specific communication materials, including posters, flyers, and a dedicated logo. For its part, the French Red Cross announced the initiative in the press and has been broadcasting a TV spot since June 1st. Bouygues Telecom is also relaying the information to its customers via its website and social networks.
This experiment marks an important step in the evolution of fundraising methods for associations, while highlighting the potential of micro-payment solutions like SMS+.
