By Martin E. Klimek for USA TODAY
& Judy Keen, USA TODAY
On Jan. 12, a massive magnitude-7 earthquake struck Haiti, killing more than 200,000 people and devastating the impoverished country. The Red Cross asked people to text “Haiti” to the number 90999 to make automatic $10 donations, and millions of people did. More than $32 million has been raised forHaiti relief through texting, and people are still typing those numbers into their cellphones to help Haiti and Chile, which was hit by a huge earthquake Feb. 27.
“Our experience with the text program in Haiti is really beginning to transform how we raise funds and how we respond to disasters,” Dyer says.
The success of the Red Cross text-messaging program is part of a potentially dramatic shift in the way charities and non-profit groups organize and raise money. They are experimenting with smart phone applications, social media such as Twitter and Facebook and other emerging technology. Some are finding younger, first-time donors who are more likely to give via messaging or Facebook than by writing a check after opening a traditional solicitation delivered to a mailbox outside their door.
“I throw that stuff away,” says Sue Coleman, 29, an office assistant at a Chicago law firm. “But if I read on Facebook that a friend of mine is doing a walkathon for a good cause or if I can send a text that costs me just $10 that’s added to my phone bill, I’m a lot more likely to get involved.”
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