CTIA-The Wireless Association® Releases "Guidelines for Mobile Giving"

Adherence to the Guidelines provides qualified charities a 60 percent discount for text-to-give campaigns that use dedicated short codes

WASHINGTON, Oct. 12, 2011 /PRNewswire-USNewswire/ -- CTIA-The Wireless Association® today released its "Guidelines for Mobile Giving" to provide qualified charities a framework and 60 percent discount for mobile giving campaigns that use short codes. Created after months of collaboration among carriers, mobile giving service providers, major non-profits and non-profit accreditation groups, the Guidelines provide charities with "best practices" to help them create successful and reputable mobile donation campaigns.

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The use of text message short codes for charitable donations was initially developed after the Indian Ocean tsunami in 2004, and gained prominence after the 2010 earthquake in Haiti.

The "Guidelines for Mobile Giving" will provide qualifying charitable organizations greater control over their unique short code. While charities may continue to conduct campaigns on shared short codes, a dedicated code mitigates donor confusion for qualifying organizations.

To qualify to lease a unique code at the discount, a charity must be accredited by the Better Business Bureau Wise Giving Alliance or receive three- or four-star rating from Charity Navigator. Accredited charities can mix communications, solicitations and mobile giving with their code as long as they follow the Mobile Marketing Association's guidelines and provide consumers with a separate opt-in for each type of activity. In addition, a single code may be leased by chapter-based groups and used by all chapters or for unified campaigns.

"After the devastation of Hurricane Katrina to Haiti's earthquake to Japan's tsunami, Americans have generously sent millions of dollars in charitable donations via their wireless devices. The 'Guidelines' will help provide consumers with peace-of-mind when sending a text donation while ensuring their accredited charities are in accordance to their donors' intent," said Steve Largent, President and CEO of CTIA-The Wireless Association.

For more information about CTIA Guidelines for Mobile Giving, please visit: http://files.ctia.org/pdf/CTIA_Charitable_Giving_Guidelines_101211.pdf

CTIA-The Wireless Association® (www.ctia.org) is an international organization representing the wireless communications industry. Membership in the association includes wireless carriers and their suppliers, as well as providers and manufacturers of wireless data services and products. CTIA advocates on behalf of its members at all levels of government. The association also coordinates the industry's voluntary best practices and initiatives, and sponsors the industry's leading wireless tradeshows. CTIA was founded in 1984 and is based in Washington, D.C.

SOURCE CTIA-The Wireless Association

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