Leukemia & Lymphoma Society launches mobile giving campaign

Share this article:

The Leukemia & Lymphoma Society launched a 10-day mobile giving initiative August 16. The organization worked with mGive, a mobile donations provider, on the effort.

The group, which partnered with US national team soccer star Landon Donovan on the initiative, is asking consumers to use their mobile phones to text the word “Goal” to 90999 to donate $10 to help children battling leukemia and other blood cancers. The effort also features Ryan Darby, a 7-year-old leukemia survivor.

Todd Whitley, VP of e-marketing at the LLS, said the charitable organization wanted to raise awareness among soccer fans in the US. Whitley said the charity targets enthusiasts of various sports, including cyclists, marathoners and triathletes, but that it didn't have strong ties to soccer besides Donovan, who has been a long-time supporter of the LLS.

“We wanted to leverage [Donovan's] fan base,” said Whitley.

LLS will measure the amount of funds raised, as well as activity on its social networking portals.

Whitley said Donovan will heavily promote the giving initiative on his Facebook page and Twitter account during the 10-day challenge. The effort is targeting a younger demographic, he said.

“I think what's interesting is that because he is promoting it through social media, we're also trying to include a link to an online landing page for folks to give a larger gift and make a greater impact,” he explained.

Whitley added that a benefit of mobile marketing is that it gives the group an immediate way to get in front of audiences not closely aligned to an organization.

“When you have the ideal situation — when you end up having someone recognizable and they have a fan base — a mobile giving opportunity is terrific because their impassioned plea can resonate directly with their fan base,” he said.

Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

News Byte: CX Scores to Take Their Place Beside Price Listings

News Byte: CX Scores to Take Their Place ...

E-commerce aggregator PriceGrabber will begin offsetting price info with service expectations.

Data Byte: Interactive Ad Revenues Exceeding TV for the First Time

Data Byte: Interactive Ad Revenues Exceeding TV for ...

At nearly $43 billion, interactive advertising revenues exceeded broadcast for the first time in 2013.

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.