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Mobile players join for green cause
Greenpeace has added a new twist to its donation strategy, striking a partnership with Hotmob and 3 Hong Kong to run a six month campaign to generate funds.

Johnny Wong, director for Hotmob Ltd, said mobile donations are usually executed on an ad hoc basis for instance to raise funds for the Sichuan Earthquake that will typically run for a week or two.


He observed that most NGOs still send out direct mailers to its members to raise funds but it might conflict with some of the organisation's values for not being environmentally friendly.


Wong said the cost of a traditional DM is usually about $4 to $5 but the cost of sending an sms ranges between $0.50 to $1 only.He added that using mobile is cost effective and it allows the NGO to provide more rich media content to its members.

To facilitate new donors to support Greenpeace's activities, 3 Hong Kong subscribers and Greenpeace members will be able to make donations through SMS or via the WAP portals that will automatically be charged to their mobile phone bills.


"The advantages of mobile donations are their immediacy, ease-of-use and most importantly, environmental protection," Wong said.

Miriam Choi (pictured), direct marketing manager for Greenpeace China, said the mobile donation campaign is an important first step for them to invite more public to support their works.


"It also opens up a new two-way communications channel, with which we are able to communicate the urgency of our climate change campaign works to the public in a more direct way that allows instant feedback from the audience, " she said.


Choi added that this mobile fund raising project is a starting point for Greenpeace to use mobile communications to reach out to the Hong Kong public, for example to gather public's ideas to stop climate change.