Conservation charity WWF has launched a mobile phone service in the UK, WWF Wildlife Mobile, which donates 10% of the net revenue from all its call, text and data usage to the charity. It is hoped that by 2017 the service will have raised GBP1m.
Initial costs were covered by Digital Spring Mobile, which will use the Vodafone network to deliver the service. A pay-as-you-go method is currently in place, although WWF plan to offer monthly tariffs by the end of 2013.
Communications and fundraising director at WWF, Tobin Aldrich, said: “Innovation in mobile fundraising is key. Not only does WWF Wildlife Mobile give us an unrestricted revenue stream, it also provides us with a compelling new channel through which to communicate with both existing and potential supporters.”
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