Global philanthropy service provider Truist has partnered with CharityCall, a platform enabling charitable organizations to promote, generate and accept charitable donations via mobile.

The exclusive agreement will allow AT&T subscribers nationwide to contribute $25 to any participating charity from any AT&T mobile device without sending an SMS text or exchanging private financial or user information. Donations can be made in less than 30 seconds, by dialing #505 followed by the two-digit ID of a designated charity or cause.

"The goal of this deal with CharityCall is to improve the user experience associated with mobile charitable giving, and through a simpler, more convenient process, engage a broader demographic of users that may be a bit intimidated by SMS texting," said Ron Vassallo, head of global business development for Truist, Washington.

"Truist connects individuals, companies and nonprofits through innovative technology solutions that foster a better user experienced through ease of use, greater transparency and stronger communications," he said. "Truist connects donors and volunteers with worthy causes around the world.

"Our mission is to reach more contributors more effectively and with the utmost cost efficiency by leveraging our people, our comprehensive service suite and our technology."

Truist claims to deliver technology and services to more than 1,000 customers across more than 50 countries, representing a cumulative 3,000 programs, 1 million volunteers and $2.5 billion in charitable contributions.

Despite the recession, Truist envisions continued growth.

"Our vision over the next five years is to become the preeminent provider of global philanthropy solutions," Mr. Vasallo said. "We will operate with innovation, uncompromising quality and fiscal responsibility to ensure that we enable our contributors and recipients to effect global change while delivering the greatest return on investment for our clients, employees and shareholders.

"In a tough economic environment, we're trying to present high-value solutions for non-profits," he said. "These solutions, both technology and services, enable nonprofits to secure their base of contributors by meeting these donors and volunteers on their terms: wherever they are and how ever they want to advocate and support the causes that resonate with them.

"CharityCall is a great example of this type of solution -- donors can donate to a specific charity with a simple, mobile process that sends 95 percent of the donated dollars to their charity."

An increasing percentage of the mobile consumers recognize the value of adopting the use of instant communication technology, as exhibited by 158 billion text messages sent in 2006 alone, according to CharityCall.

Once a tax-deductible $25 donation is made, the AT&T Wireless subscriber will receive a text message confirmation, including a link to the CharityCall Web site, where additional information about designated charities or causes is available, as is tax receipting.

The $25 donation is a one-time charge automatically billed to the consumer's AT&T Wireless monthly statement.

"We partnered with Truist because we were ready to enter into the non-profit market, and they have street credibility and a robust donation disbursement and support system," said Bob Jones, founder/president of CharityCall, Lake Forest, CA. "Our objective was to develop and maintain a new and improved means of generating donations for charities, and the CharityCall platform delivers on this goal.

"CharityCall provides a ... convenient and universal mechanism for attracting and engaging charitable donations," he said. "Our service can greatly enhance the ways in which charitable organizations promote, generate and collect donations from the general public.

CharityCall seeks charitable donations from more than 70 million AT&T Wireless mobile phones.

This service integrates Abbreviated Dialing Code -- ADC -- into its platform, thereby enhancing the ways in which charitable organizations promote, generate and collect donations from the general public.

AT&T is the No. 2 U.S. carrier based on number of subscribers.

"Although AT&T is the first wireless carrier to facilitate the CharityCall service, we plan to add other carriers this year," Mr. Jones said. "With 70 million active users nationwide, the AT&T access to CharityCall offers charities a means to attract impulse donations.

"It is important to make clear that while AT&T facilitates the availability of the CharityCall service to its subscribers, the service is not a product of AT&T," he said. "Other wireless carriers will eventually offer the CharityCall service to their respective subscribers."

Participating charities will help to build awareness of this new mechanism for donors to support their preferred causes.

Initial participating charities include EarthShare (#505 + 55), Global Action for Children (#505 + 11), Joyful Heart Foundation (#505 + 44), Make-A-Wish Foundation of Eastern North Carolina (#505 + 33) and American Red Cross of Orange County (#505 + 22).

"We are helping address challenges such as providing the potential donor with the ability to take action without delay," Mr. Jones said. "No longer will ?intended' donations fall victim to procrastination.

"If an AT&T user is compelled to donate, then they can do so instantly," he said. "Our automated donation platform is engaged by simply dialing an Abbreviated Dialing Code.

"Anyone who has ever dialed 411, 611 or 911 knows how to use an ADC -- it's fast and convenient."

Joyful Heart Foundation
The Joyful Heart Foundation works to ignite and foster an open dialogue about how to collaboratively end the cycle of violence and abuse nationwide.

Founded by television actress Mariska Hargitay, the New York-based foundation is one of five charitable organizations across the country participating in the initial rollout of the CharityCall service.

"CharityCall allows donors to make a contribution whenever they want to regardless of where they are," said Maile Zambuto, executive director of the Joyful Heart Foundation. "Donors can be on their couch at home, their office or even walking down the street.

"It's simple, secure and innovative and it doesn't involve sharing personal or financial information," she said. "CharityCall takes wireless technology -- which is virtually everywhere now -- and turns it into a powerful tool for charities to attract support and donors wanting to connect with a cause and give back.

"It's an incredibly powerful and exciting new platform and the Joyful Heart Foundation is pleased to be among the first nonprofits to be involved."

The Joyful Heart Foundation has dabbled in mobile before, but this ups the ante on its commitment to the channel.

"We've always allowed for people to call in and donate from their mobile phones, but this is the first fundraising tool that we've employed that's exclusively for mobile devices," Ms. Zambuto said. "We are funded solely through private sources.

"Our tactics include cause marketing partnerships with brands like Me & Ro, Philosophy and the Nuddle Blanket, corporate and community foundations grants, major donors, online, and special events -- our annual gala is a large part of that effort," she said.

"Our founder and president, Mariska Hargitay, is also a fierce fundraiser, as are our incredibly committed board of directors."

The foundation expects the ease of donating via mobile devices to boost the amount of donations the organization receives.

"We're really excited about the possibilities of increasing the number of people who support the Joyful Heart Foundation," Ms. Zambuto said. "The $25 amount is perfect for someone who wants to give but isn't necessarily ready to make a large donation.

"I also feel that in these times, it could be just the right amount for people to feel joyful about giving without it being a burden," she said. "We're hoping a lot of younger people -- who already make up a large portion of our supporters and advocates -- will use the platform and encourage their friends to do the same."

In this economy, organizations are getting creative to encourage donations from wherever they can.

"I think we all saw last fall how powerful it is when a large network of people gets together for social change," Ms. Zambuto said. "We also think mobile technology will provide us new opportunities for community outreach and public service campaigns and we're looking forward to working more on those efforts as the year progresses.

"Currently, we have CharityCall featured on our Web site along with some other great ways people can contribute to our cause," she said. "We have a large following online and in various social networks and we're looking to connect with those supporters as well.

"We also plan to integrate CharityCall into all of our existing and new marketing and communications channels, and of course, Mariska was one of the first people to dial #505 when the system went live and she's been telling everyone she knows about it."

The mobile channel addresses various challenges for charitable foundations.

"We see mobile providing an incredible opportunity for us to greatly expand our network," Ms. Zambuto said. "Our issue is really a societal issue, and part of our mission is to shed light into the darkness that surrounds sexual assault, domestic violence and child abuse.

"We're confident that by adding mobile to our mix of communication tools, we'll be able to spread our message far and wide, encouraging everyone to lead safe, healthy and joyful lives," she said.

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EarthShare
In this Q&A, Renny Perdue, executive vice president of EarthShare, explains why the Bethesda, MD-based employee-workplace-giving nonprofit opted for CharityCall as its first mobile fundraising effort.

Why choose the CharityCall option?
EarthShare supporters can give to us via our Web site and find us on FaceBook and Twitter, but up until now have not had the option of donating wherever they are by mobile.

We believe there is a huge group of environmental supporters out there -- particularly amongst the younger generation -- who may not have the opportunity to give through the convenience of an employee workplace giving campaign.

We hope to reach people we wouldn't find in the traditional workplace such as college students, contractors, consultants, the self-employed and stay-at-home parents.

CharityCall offers an easy way for us to connect with these supporters, and gives them an even easier way to make a difference. We think it's pretty cool that they can just dial #505-55 and give a gift that helps protect air, land, water, wildlife and so much more.

What need is it filling?
In this economy, we need to find new ways to reach potential supporters in a way that is convenient for them.

We know that the environment has been top of mind recently, especially with concerns about health effects of environmental problems and climate change.

With the downturn in the economy, we are concerned that the focus will shift away from immediate and urgent environmental needs we must address as a society such as climate change, energy conservation and resource depletion that affect human health and well being.

We want to make it as convenient as possible for people to continue to support a environmental programs and initiatives through EarthShare and its member charities.

Your first use of mobile? What are your expectations?
Because this was our first opportunity to get involved with mobile fundraising we don't have expectations.

This is also a different way of doing mobile fundraising than we've seen in the past.

Whereas supporters formerly had to use SMS and go through a bit more of a lengthy donation process, this new method lets them dial just a few numbers - #505-55 - to make an automatic gift.

People are using their mobile devices as so much more than just phones, and EarthShare wanted to help people who care about environmental health to be able to use their device as a tool for change.

We definitely hope this will resonate with younger people and those who don't have the EarthShare program at their workplace as a great, simple, eco-friendly way to support America's most respected environmental charities through a gift to EarthShare.

How do you raise funds?
EarthShare raises most of its funds through employee-workplace-giving drives where employees can contribute a small amount per paycheck to EarthShare or one or more of its member environmental or conservation charities.

We also accept online contributions and other forms of support, such as are available on our online Green Marketplace and the recycling initiatives found on http://www.earthshare.org.

Will the CharityCall option resonate with your audience?
We hope so. We believe CharityCall will resonate especially well with younger people who spend so much of their time using their mobile devices to organize their lives, communicate with friends and family, and stay informed.

It should also be appealing to parents who care about the environment but are so busy they just don't have time to give back in other ways.

Mickey Alam Khan reported.