Bank machines have previously played videos by charities while they are counting money or verifying card details. From this week, a new system from media firm i-design will offer charities the option of printing a text number on customer receipts so that donors can use it to register their interest by text message. A charity representative will then call potential donors on their mobiles.
The Multiple Sclerosis Society ran a similar campaign in April this year - it asked donors to visit the charity's website or call its helpline to show their interest instead of sending a text. Matthew Trainer, head of communications at the charity, said it might incorporate the text function in its next ATM advertising campaign, which is planned for later this year.
"It's a tough environment for fundraisers at the moment and I think we should be doing anything we can to get our message out there and try to connect with the public," Trainer said.
"It is increasingly difficult to get people's attention, but at cash machines people are entirely focused on the screen."