People wishing to sponsor Dave, who is running the marathon dressed as a computer, can text the keyword "DAVE" to the shortcode 88222, and 拢3 will be billed directly to the donor's phone bill and passed to Samaritans. The donor then receives a text thanking them in return.
It is the first text donation campaign run by the charity, which aims to prevent suicides and help people through depression.
The campaign is being managed by Wireless Information Network, which, working with the major mobile operators, managed the Tsunami Text Appeal on behalf of the Disasters Emergency Committee. It raised more than 拢1m through 700,000 donations in less than two months.
Gina Allen, sales director at WIN, said: "As the DEC campaign demonstrated beyond all doubt, donating by text can be incredibly successful. This is largely due to the convenience and simplicity of the mechanic, coupled with the fact that the amount donated is fixed and relatively small."
The shortcode and keyword is included on leaflets sent to existing Samaritans' donors around the time of the marathon, as well as on Dave's race kit.
Jeremy Payne, director of fundraising and external affairs at Samaritans, said: "We considered quite carefully where the best opportunity lay for trialling SMS as a fundraising tool. Sponsoring Dave seemed to be the most appropriate and fun way of using it.
"It gives the supporter the opportunity to respond immediately and practically by offering their support there and then on the day."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .