“The 2015 campaign has been a record breaker for us which we’re immensely proud of. Text to donate forms a fundamentally important part of our payment option mix.”

Karen Bass,
Director of Operations and Finance, CIN

Ground-breaking, revolutionary use of SMS for collecting Gift Aid

BBC Children in Need is the BBC's UK charity. It supports organisations by providing grants to projects in the UK, focussing on children and young people who are disadvantaged. The BBC Children in Need Appeal Night takes place every year in November.


If donors are UK taxpayers, Children in Need can claim an additional 25p in Gift Aid from the Government for every £1 donated. Increasing Gift Aid declarations from text-to-donate was fundamental to the success of the campaign.


Mobile CRM starts the moment a consumer donates. When a consumer texts to donate they would receive a response message almost instantaneously. As well as acting as the donation collection mechanic to the end user, this message is also used to provide the Gift Aid declaration code which is unique to each specific user.

On receiving the text message when clicking on the link the consumer would arrive at a declaration landing page where they needed to confirm details such as being a UK tax payer.

Fonix also created a website journey in order to arrive at the electronic record required by HMRC as evidence for the claim of Gift Aid for the SMS donation campaign of BBC Children in Need 2015.

For repeated donations, the custom journey that was created by Fonix would recognise if a consumer had already given Gift Aid.

Three days after the campaign closed, our expert team of data analysts were able remove the mobile numbers of any end users who had donated and successfully declared Gift Aid. The reason why this is so fundamental to the strategy is because the BBC have a responsibility not to spam consumers. Fonix then sent reminder messages to all donors where Gift Aid was not added.

When someone decides to give via mobile, it is usually because they don’t want to speak to anyone directly, so it proved good practice to continue to engage with them using the medium which they were comfortable with.


The total amount donated through mobile exceeded £6.6M. The Gift Aid reminder Fonix sent resulted in an increased number of successful Gift Aid Declarations for the charity leading to an excellent rate of conversion. Cin bottom 8641b34a162f42131ba95d935d6083802375839cbdee67f0608ecb613d5f2521