WWF has launched a UK mobile phone service that it hopes will raise £1m for its conservation work over the next four years.
WWF Wildlife Mobile, which was launched yesterday, gives 10 per cent of the net revenue from all call, text and data usage on the service to the charity’s conservation work.
Start-up costs for the initiative were covered by Digital Spring Mobile, which will run the service using the Vodafone network.It is available on pay-as-you-go and will offer post-pay monthly tariffs later in the year.
Tobin Aldrich, communications and fundraising director at WWF, said: "Innovation in mobile fundraising is key. Not only does WWF Wildlife Mobile give us an unrestricted revenue stream, it also provides us with a compelling new channel through which to communicate with both existing and potential supporters."