Fundraising: Macmillan breaks new ground with Gift Aid by mobile scheme

Helen Barrett

Macmillan Cancer Support is this week launching what it claims is the first fundraising venture in the UK that gives donors the chance to authorise the use of Gift Aid via their mobile phones.

The charity is running adverts in broadsheet newspapers as part of the process of changing its name from Macmillan Cancer Care.

"It's about interacting with donors in a way they prefer," said Kevin Kuklinski, direct marketing campaign manager at the charity. "Text is ideal for this."

Donations can be made by texting one of four key words - support, nurse, help or Macmillan - to a premium rate number.

This adds £3 to the donor's mobile bill or deducts £3 from their pay-as-you-go credit. Donors receive a message asking them to go online on their mobiles to a Macmillan-branded Gift Aid form, on which they can confirm their status as UK taxpayers. Macmillan Cancer Support will expand the service with three advertising campaigns this year.

A spokeswoman at the Institute of Fundraising said she wasn't aware of any other campaigns that offered donors the chance to authorise the use of Gift Aid using their mobile phones.

The charity changed its name from Macmillan Cancer Relief in April in a bid to reflect its increased provision of social as well as medical care and to convey a clearer message about its activities.

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