Comic Relief 2011 has raised £15,168,331 via £1, £5 and £10 text donations, representing more than 20 per cent of the overall £74.3 m raised so far. In line with previous years, every penny donated goes to Comic Relief thanks to the mobile operators waiving their usual fees and the Treasury confirming that no VAT will be charged.
2011 marks the third year in a row that Mobile Interactive Group (MIG) has been involved with providing the text mobile donation mechanic for Comic and Sport Relief (the events alternate each year). MIG’s platform enables members of the public to donate £1, £5 or £10 to Comic/Sport Relief via mobile.This year, MIG partnered with Harvest Media Group to facilitate the project. Fundraising activity encompassed multiple channels to raise awareness, including mobile, TV, radio, social media, online, and nationwide events.
To donate £10, viewers of the live Night of Comic Relief, which aired on BBC One on Friday 18 March, were invited to text YES to 70010, marking a first use of the £10 tariff for Red Nose Day.
“SMS donations provide a valuable channel for us and appeal to a wide audience,” says Comic Relief operations director, Radha Chakraborty. “Text donations make up nearly 20 per cent of the total raised so far (we make it 20.4 per cent – Ed) and we extend our heartfelt thanks once again to the British public for their continuing support and generosity. All the money donated will be spent by Comic Relief to transform lives, both in the UK and across Africa.”