Charities’ Text-Message Success Shakes Up the Fund-Raising World

Fund-Raising Challenges for Haiti 1

The Red Cross’s text campaign for Haiti has brought in more than $31-million.

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The Red Cross’s text campaign for Haiti has brought in more than $31-million.

The deadly Haiti earthquake disaster­—for which American groups have raised more than $644-million—marked the first big fund-raising test for collecting charitable gifts via text messaging. More than $37-million so far has been contributed, usually in increments of $5 or $10, using a cellphone.

The response has fund raisers throughout the nonprofit world examining relief groups’ experience with the new medium and asking tough questions about potential