Monthly Archives: August 2014

Going Mobile for GivingTuesday Canada 2014

Going Mobile for GivingTuesday Canada 2014


The Mobile Giving Foundation Canada gears up to go mobile for its second year as a GivingTuesday Canada Founding Partner

We at the Mobile Giving Foundation Canada (MGFC) cannot believe how fast this year is flying by. It feels like it was just yesterday that we were reviewing the results of the campaigns for GivingTuesday 2013. And now, already more than half of 2014 has passed, and, hold on just one second – Christmas decorations have been spotted popping up among the aisles of our favorite stores! What!?!

Let’s back up for a minute though and give due consideration to the collaborative efforts of many that contributed to the overall success of GivingTuesday’s official launch in Canada last year. MGFC in particular, as a proud Founding Partner, had a front row seat in witnessing the outpouring of support from Canadians across the country. Millions of individuals did what they could to give back, whether it was through time, money, services or spreading the good word.

As a means to mobilize the charitable efforts of registered charities across Canada, MGFC offered free keywords for mobile giving campaigns throughout the months of November and December 2013. This was MGFC’s give-back for GivingTuesday, and it effectively gave those that wished to utilize the text-to-donate channel an opportunity to do so for up to two months without any costs for keywords. MGFC saw a total of 31 Canadian charities utilize the free keywords as a part of their own campaigns for GivingTuesday. More than 65% of these charities were completely new to using the text-to-donate channel.

Among those that signed up last year was the University of Guelph. The University promoted its mobile giving campaign on the majority of its marketing materials. The campaign consisted of the keyword GTUOFG, and was set at the $10 donation amount. The funds raised through the mobile giving campaign went towards supporting the Better Planet Project, a major fundraising initiative to help accelerate solutions to global challenges in areas where the University of Guelph excels: food, environment, health, community, teaching and learning.

It is through our reflection on stories like this that has MGFC geared up to go mobile again for GivingTuesday 2014. We learned a lot from our experience last year, as well as from the valuable feedback received from our charitable partners. As a result, we are taking a different approach this year by increasing the flexibility in keyword and donation amount options. GivingTuesday mobile giving campaigns will also showcase some of the new functionalities with text-to-donate that have only been made available this year. Suffice to say that there will be plenty of options to give back for GivingTuesday, and MGFC could not be more excited to play whatever small part we can in making 2014 an even bigger success than 2013!

Christmas decorations though… Really? It’s only August 1. C’mon now.


Katherine Winchester, Manager, MGFC


P: (613) 233-4888 x. 216

GivingTuesday mobile giving campaigns are back for 2015: Learn more