Case Study

Featured Products Industry

Mobile Give Healthcare & Human Services

The American Cancer Society

Background As the largest voluntary health organization in the , The American Cancer Society has worked relentlessly to raise awareness, provide educational and medical resources, and raise funding to eliminate cancer as a major health problem. Thanks to the Society, nearly 14 million have survived and countless others have avoided cancer. The “Coaches vs. Cancer 2013” program is a nationwide collaboration between the American Cancer Society and the National Association of Coaches (NABC) that empowers high school and coaches, their teams, and local communities to make a difference in the fight against cancer.

Opportunity The “10th Annual Suits and Sneakers Weekend” was held on January 25-27, 2013 and included endorsements from the University of ’ , Saint Joseph University’s , ’s , ’s , Stanford University’s Johnny Dawkin, University’s , and more than 4,000 coaches from around the country. Coaches would show their support by wearing sneakers with their dress suits on game day to raise awareness about the fight against cancer, remind people about ways to reduce their risk of cancer, and fundraising for the cause. Live calls-to-action and pre-recorded PSAs would be aired on screens at the stadium and on television in between games and commercial breaks.

Challenge The American Cancer Society and “Coaches vs. Cancer 2013” program wanted to utilize the crowd by presenting an easy and simple way to donate as coaches had opportunities to give calls to actions both live and in pre-recorded videos. Maximizing fundraising revenues from the crowd and viewers was very important to organizers. They desired to provide game attendees and television viewers an additional easy giving option.

Solution To increase overall donation amounts, The American Cancer Society utilized Give by Cell’s Mobile Give platform to allow attendees and viewers to donate $5 by texting COACH to 20222*, in which donations were charged directly to the donors’ cell phone bill. Also, every time fans text from January 21 through April 9, they would be entered in for a chance to win exclusive basketball merchandise, VIP courtside packages, one- on-one coach experiences, and more.

Result The “Suits and Sneakers Weekend” launch of their campaign raised nearly $2,000 in text message donations from over 400 unique supporters in two days. American Cancer Society and Coaches vs. Cancer created PSAs that broadcasted their keyword along with print campaigns and live calls-to-action during time-outs from participating coaches to advertise the keyword and motivate donations.

*A one-time donation of $5.00 will be added to your mobile phone bill or deducted from your prepaid balance. Donor must be age 18+ and all donations must be authorized by the account holder (e.g. parents). By texting YES, the user agrees to the terms and conditions. All charges are billed by and payable to your mobile service provider. Service is available on most carriers. Donations are collected for the benefit of the “American Cancer Society” by the Mobile Giving Foundation and subject to the terms found at www.hmgf.org/t. Message & Data Rates May Apply. You can unsubscribe at any time by texting STOP to shortcode 20222; text HELP to 20222 for help.