Tweet to Donate to Children in Need

BBC’s Children in Need charity campaign ‘Be a Hero’ has had a share of Indian touch to it as IMImobile, a technology company providing software and services which help businesses capitalize on growth in mobile communications, has lend a helping hand to this noble cause while launching ‘Tweet to Donate’ an innovative new service used by the Post Office.

The service has made the post office the first UK organization to enable and process donations via Twitter as part of being a fundraising partner to the BBC’s Children in Need charity campaign. IMImobile has worked in partnership with the post office and their media agency Mindshare to create and deliver the Tweet to Donate mobile payment solution.

Users who would like to make a donation to BBC children in Need simply follow the Post Office on Twitter and tweet the hashtag #Make me Hero. Users then receive a direct message with a URL to a landing page (served within Twitter) through which they can donate £1, £3 or £5. The donations will be debited from user’s phone bill or the pay as you go balance. The solution, accessible across mobile, tablet and desktop PC, uses the mobile payment service payforit, with the full amount going to BBC Children in Need.

The ‘Tweet to Donate’ service fully unlocks the potential of the Post Office’s involvement in the fundraising campaign, giving Twitter users an opportunity to donate through the social media channel. The payment solution also breaks down previous social media barriers, allowing users to donate money directly within the social media environment. Furthermore, it opens the opportunity for other brands to integrate mobile payment solutions into the Twitter environment, significantly increasing the opportunity to monetise the social media channel beyond social engagement.