May 5, 2003
In the Netherlands, Amnesty International uses SMS as an action tool
Researching fundraising by SMS for a First Tuesday presentation in Lausanne this week, I called Amnesty International Netherlands to find out more about one of their campaigns I had read about, to raise money by SMS. But it turns out Amnesty uses premium text messaging in a different way, not as a fund raising tool but as an action tool, to cover their campaign costs.
Participants in their campaigns, opt-in by signing up online and giving their mobile number. They will then receive an "action" SMS every two weeks, which is then invoiced directly to their phone bill at a premium rate of $ 0,28 (25 eurocents).
The latest one sent out for instance, was concerning the plight of a 16 year old boy who has been adbucted in Guatemala. The recipient replies to this "action" SMS with a simple "yes", which will serve as a digital signature, his name then added to a petition which Amnesty International will send off to the Guatemala government to pressure them into releasing the boy.
To date, 7102 people have signed up.
The campaign not only pays for itself but is also a clever and personalized way of keeping its members informed of their efforts and allows them to be active participants in a cause they believe in.
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