The Jays Care Foundation recently unveiled a new initiative that provides Blue Jays fans with an easy way to contribute to the lives of children and youth in need in the Greater Toronto Area and beyond. The Jays Care Foundation teamed up with Rogers Wireless and the Mobile Giving Foundation to create a mobile giving campaign that enables fans to make a donation right in their seats at the game.
The innovative campaign offers Blue Jays fans the chance to make a $5.00 donation to the Jays Care Foundation by texting "CARE" to the short code 20222. The team will use a videoboard vignette starring the team's All-Star 2nd baseman Aaron Hill to explain the program and ask fans for their contributions. The Blue Jays teamed up with Rogers to drive further awareness for the program by announcing that they would match every $5.00 donation made by a Rogers Wireless or Fido customer during the team's game on September 25th.
Mobile giving is definitely a growing trend to watch in the sports marketplace. With donations appearing as a line item on a customer's wireless bill, teams are providing fans with an extremely easy outlet to make a big difference in the lives of many. By creating this mobility and having the assets available to create a compelling call-to-action for fans, look for more teams, charitable organizations, and corporate partners to jump on board with similar initiatives.
Check out the Jays Care Foundation campaign HERE (a wmv file - it may take a few moments to load).
What other organizations are offering similar mobile initiatives?