How to...

In the immediate aftermath of the devastating earthquake in Haiti on the 12th January 2010, aid agencies all over the world issued a call for public donations to fund rescue missions. As little as 10 years ago, the standard donation channel would involve call centres of operators, taking calls and processing credit card payments. Consumer confidence and familiarity in SMS payment systems has now reached a point where people are happy to conduct basic banking and payment enquiries by SMS. This means that through technological advancements, fundraising campaigns can achieve fantastic results, quickly. But it’s not only new technologies that drive donation; the strategic placement of messaging or the creative use of media can also help charities effectively and memorably reach potential donors. Cream has collected together the best examples of how charities can generate funds through media and marketing innovation.