The campaign launched at the recent Cardiff Marathon, where members of the public were asked to text their answers to a set question to a premium SMS short code, with the donation to Barnado's coming from the cost of the text.
"Premium SMS is an excellent medium for charities to raise money," MindMatics commercial director Geoff Morley said. "It is simple and quick for members of the public to text a set short code, with the profits then derived from the cost of the message. The donation is billed to the donator's phone bill -- there is no fuss, no form filling and no hassle. We believe that Barnado's is helping to lead the way in how many charities will come to use premium SMS in their fundraising efforts."
Barnados spokesman Laurence Helgesen said: "Our use of premium SMS is ideal -- it is quick and requires little effort from the donator -- we think it will really appeal to the public through its ease of use.''
Formed in early 2000, mobile marketing agency MindMatics has offices in Munich, Bonn and London. Its main investors are T-Venture, (the venture capital arm of T-Mobile), merchant bank West LB and Holzbrinck NetworXs, part of Holtzbrinck Group which also owns MacMillan Publishing.
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