Broadsystem to manage World Vision SMS campaign

by Nikki Sandison, Brand Republic 26-Sep-07, 12:00

LONDON - World Vision, the international relief and development agency, has appointed Broadsystem to manage the text responses for its annual '24-hour famine' youth fundraising campaign.

Prospective fundraisers will be prompted by promotional material over the course of the campaign to text "famine" to 81222, in order to receive a fundraising pack.

The campaign launches on October 1 and culminates with the 24-hour famine during March 14-16 2008.

Broadsystem will collect and validate consumer data through a series of fully automated text interactions to enable accurate and cost-effective fundraising pack despatch.

The work was awarded to Broadsystem without a competitive pitch.

Matt Wenham, youth marketing manager at World Vision, said: "We are confident that SMS will drive registration rates, participation in the famine and ultimately fundraising to new levels."

Caroline Worboys, CEO at Broadsystem, said: "The use of SMS activity will make it easy for the audience to get involved in the campaign and provide a cost efficient means for World Vision to establish dialogue with its key audience for this campaign."

Broadsystem, a wholly owned subsidiary of News International, is headquartered at Gerrards Cross and has offices in Bristol.