Case Study: Using Mobile Donations at In-Stadium College Events
Stephen Joos, November 12th, 2009 Using Mobile Donations at In-Stadium College Events: Capital Area United Way
Capital Area United Way is recognized as the premier fund raising organization for health and human service needs in the 10-parish Capital Area including Baton Rouge and surrounding parishes. Through its leadership, United Way brings together a diverse group of donors and volunteers to help its Member Agencies and others make a significant impact on the community. Its capacity will grow with the needs of the community.
Capital Area United Way, one of the first non-profits in the United States to embrace the Mobile Giving channel, looked to mGive to run their text message donation campaign. The unique fundraising opportunity was completed in collaboration with The United Way, LSU Athletics, and Diane Allen & Associates Advertising & Public Relations, Inc.
The goal of the campaign was to unite fans to conduct the largest, one-time contribution campaign in the history of the Capital Area United Way.
Advertising Efforts
In the days up to the in-stadium promotion, Capital Area United Way placed teasers on donated digital billboards around town to generate buzz. In addition, the Call to Action was promoted in donated print ads, radio, on Twitter and Facebook, and in a series of media interviews on television.
Canvassing
Volunteers and staff also canvassed the local Death Valley before the game and handed out promotional items encouraging people to text in and donate. In addition, attendees entering the stadium were provided with promotional flyers.
In Stadium
On October 24, during the LSU-Auburn game, first quarter, first timeout, LSU asked 90,000 individuals in Tiger Stadium to text LSU to 864833 to donate $5 to Capital Area United Way by using a game announcement and jumbotron ad.
The event brought in $8,550 with over 2,558 text messages sent. Â Over 800 people did not confirm the second step in the text message donation process, so Karen Profita asked fans to go back and ensure they confirmed. Â This resulted in an additional $465 in donations for the organization, bringing the total to $9,015.
We generated an amazing buzz with this effort and introduced a new approach of fundraising to this community. It was great to see the supportive fans united to help the community.
-Karen Profita, President /CEO of Capital Area United Way
Total Raised: $9,015
Messages Sent: 2,586
Conversion Rate: 70%
Participation Rate: 2.87%
The Capital Area United Way campaign is powered by mGive 
Categories: Case Studies capital area united way, in-stadium, lsu, mgive, mobile donations, mobile giving case study, sms marketing, stadium mobile promotion, united way, united way mobile giving
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Very helpful! We just completed a campaign at a recent 49er game with great PR results, but minimal giving results. We had little time for promotion and shared the stage with two other charities. Another factor that very well might have contributed to our donation results – very different demographics. We keep learning and experimenting!