Red Cross amps up donations through iTunes

The Red Cross has been the leader in online donations for disaster-related causes.

In January of 2010, the Red Cross was able to collect over 5 million dollars in text donations. And after the recent Tsunami hit Japan, they implemented a pretty smart text-message campaign that combined text donations with a list-building strategy.

Red Cross partners with Apple

Now, iTunes customers can choose to donate $5 to $200 to help those in Japan through their iTunes account. This is a smart move for several reasons:

  • The iTunes store process removes the need to pull out a credit card.
  • Buying music on iTunes is part of everyday life for millions of people.
  • Red Cross can possibly access a previously untapped donor base.
  • The total clicks to complete the entire transaction is 3.
  • The call to action is on the home page of the iTunes store.
  • Steve Jobs looks like less of a c*ock-blocker for online donations.
  • This innovative approach has already been mentioned in over 6,700 blog posts since March 10th.

Your nonprofit may not be able to get on Page one of iTunes, but you can at least follow Wendy Harman on Twitter and learn about other ways the Red Cross uses social media.

What do you think about this approach?

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John Haydon