Amnesty looks to text messaging to gather Burma support

Amnesty International is to use text messaging as the main response channel for its new Burma campaign following an overwhelming response via text to its last campaign.

The No More Bloodshed campaign encourages supporters to respond “from anywhere, at anytime” by texting ‘Burma’ to 64118. When Amnesty receives a text message it will call the supporter to discuss how he or she can support the organisation’s work.

Text messaging was chosen as the main means of response after the charity’s Darfur appeal earlier this year, in which 90 per cent of responses came via text.

More than 40 per cent of responses to the Burma campaign have been received outside office hours. Of those, more than half were received over the weekend.

According to the charity, this proved the value of text messages in “capturing interest 24/7”. Alistair Baggs, senior direct marketing coordinator at Amnesty, said: “We decided to integrate SMS as our main channel for people to pledge their support for the campaign, and it is again generating record response levels.”

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