Mobile Giving Foundation and the Canadian Wireless Telecommunications
Association Launch Charitable Mobile Platform to Drive Giving in Canada

    
    Non-Profit Plan Canada Goes Live with First Canadian Mobile Giving Short
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MONTREAL , Sept. 21 /CNW Telbec/ - Today, the Mobile Giving Foundation (MGF), in collaboration with the Canadian Wireless Telecommunications Association (CWTA), launched the first mobile giving platform for Canadian wireless operators to bring mobile philanthropy to Canada . Having generated significant contributions in donations for its registered charities in the U.S., the MGF will partner with Canadian wireless carriers to create awareness around mobile giving and make charitable donating simple and convenient for consumers throughout Canada .

The MGF partners directly with carriers to create a "mobile giving channel," whereby consumers can text a keyword that corresponds to a specific non-profit organization (Registered Charity) or charitable cause to a designated short code. Upon texting the keyword, a five dollar or ten dollar donation is made and processed. Wireless carriers distribute the donation to the MGF, which passes-through the entire amount to the specific Registered Charity or charitable cause. Consumers are charged the donation amount on their monthly bill and tax receipts are available to accompany the donation. The process encourages consumers to donate to an array of causes by making it simple and utilizing a tool (i.e. mobile phone) that is familiar and convenient.

"Establishing the Mobile Giving Foundation Canada is a significant, innovative step for charities to engage their supporters, and for consumers to help their causes in an easy and trusted manner," said Jim Manis , Chairman and CEO, Mobile Giving Foundation. "We are thrilled to be working in alliance with the CWTA and the Canadian wireless operators to make giving via your phone a reality."

"Working with the MGF to strengthen the humanitarian presence in Canada through the use of the mobile channel is an ideal opportunity and natural fit for the CWTA," said Bernard Lord , President and CEO, CWTA. "It is a terrific way to enable and encourage the mobile community to make donations using this rapidly growing medium, as well as to allow wireless operators in Canada to give back to society."

As the first charity rollout for the Canada launch, Plan Canada is now active and able to receive donations by texting "HOPE" to short code 30333. Plan Canada is an advocate for children's rights and strives to better the lives of children living in poverty. Working together with children, families, organizations, government and community members, Plan Canada specializes in developing and executing a long-term plan that improves living conditions and helps shape the future for children in need.

"Using mobile technology as a fundraising tool allows us to put the power to give directly in people's hands," said Paula Roberts , Executive Vice President, Marketing and Development at Plan Canada . "Our partnership with the Mobile Giving Foundation gives us access to a broader audience of people who want to make a difference and - by extension - will help Plan Canada make life better for the millions of children around the world currently living in poverty."

For more information about the Mobile Giving Foundation Canada , visit www.mobilegiving.ca.

About The Mobile Giving Foundation

The Mobile Giving Foundation (MGF) was founded in 2007 to create a "mobile giving channel" that empowers non-profit organizations and donors. The MGF enables the mobile channel for charitable giving by providing the organizational layer, operational guidelines and technical infrastructure for non-profit organizations and donors to use the incredible power and convenience of mobile technology. The "Mobile Giving Channel" gives wireless users a simple and immediate way to receive and respond to appeals from worthy causes with the donation charged back to the carrier bill and 100% of the donation going to the designated charity. For further information, please refer to the MGF Web site at www.mobilegiving.org.

Canadian Wireless Telecommunications Association (CWTA)

CWTA is the authority on wireless issues, developments and trends in Canada . It represents cellular, PCS, messaging, mobile radio, fixed wireless and mobile satellite carriers as well as companies that develop and produce products and services for the industry. (www.cwta.ca)

About Plan Canada

Plan is a global movement for change, mobilizing millions of people around the world to support social justice for children in developing countries. Founded in 1937 as Foster Parents Plan, we are one of the world's oldest and largest international development agencies, working in partnership with millions of people around the world to end global poverty. Not for profit, independent and inclusive of all faiths and cultures, we have only one agenda: to improve the lives of children. Join us and plan to change the world. (www.plancanada.ca)

For further information: Media information and interview opportunities: Melissa Hyland or Daniel Rhodes, Global Results Comms (GRC), [phone], [email protected], [email protected]; Marc Choma, CWTA, [phone] ext. 207, [email protected]