Broadsystem to handle World Vision SMS response drive

by Dan Leahul, Brand Republic 09-Oct-08, 09:35

LONDON - International development charity World Vision has appointed Broadsystem to manage text message reponses to its 24-hour Famine fundraising campaign.

Promotional material will ask prospective fundraisers to text 'FAMINE' to 81222 over the course of the campaign to receive a fundraising pack.

Broadsystem will collect and validate consumer data through a series of automated text messages to send out an appropriate mailing to potential fundraisers.

The campaign kicks off with advertising and direct marketing activity in October, ending with the 24-hour Famine itself in February.

Naomi Lewis, youth engagement manager at World Vision, said: "Young people are very familiar with using SMS which makes this the perfect channel to engage them in World Vision's 24-hour Famine campaign.

"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: "We are delighted to be working with World Vision for their 24-hour Famine initiative. The use of SMS activity will make it easy for the audience to get involved in the campaign and provide cost-efficient means for World Vision to establish dialogue with its key audience for this particular campaign."

The 24-hour Famine has been running in the UK since 1986, in which every year thousands of young people will not eat for a 24-hour period. This year fundraising will go towards helping the 'nowhere children' orphans in Chennai, India.