Text messaging raises £15.1m for Red Nose Day

Mobile users used text messaging to raise £15.1m - just over a fifth of the total - for Red Nose Day, held on 18 March.

Red Nose Day: texted donations raised £15.1m this year
Red Nose Day: texted donations raised £15.1m this year

Mobile phone users could donate to Comic Relief by pledging £1, £5 or £10 by texting "Yes" to number 70010, organised by Mobile Interactive Group (MIG). Mobile operators waived their usual fees.

Mobile donations accounted for £15.1m of the £74.4m raised so far.

Radha Chakraborty, operations director for Comic Relief, said: "SMS donations provide a valuable channel for us and appeal to a wide audience."

Earlier that week, those following the trek of a clutch of celebrities across the Kaisut Desert in northern Kenya could donate £1 by texting "DESERT" to 70011, while a third number was set up for viewers to donate £5 for the airing of a documentary about the trek on 18 March.

Further numbers were made available to donate during David Walliams' 24-hour panel show, and the airing of 'Famous, Rich and in the Slums', from Kibera in Kenya, on 3 and 10 March.

MIG and Harvest Media organised mobile, TV, radio, social media and online campaigns to raise awareness of the text numbers.

MIG also developed a Comic Relief mobile app, which had more than 100,000 downloads in the run-up to Red Nose Day, and included the facility to make donations.

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