Mobile donations to this year’s Comic Relief accounted for almost a fifth of the total £74.3m raised.
Statistics published by Comic Relief’s mobile services partners MIG and Harvest Media revealed that donations sent by SMS totalled £15.17m so far this year.
This was the third year in a row MIG made SMS donations available via mobile, with the sum added to donors’ phone bills.
Radha Chakraborty, operations director for Comic Relief, said, “SMS donations provide a valuable channel for us and appeal to a wide audience. Text donations make up nearly 20% of the total raised so far.”
Celebrities including Dermot O’Leary and Kara Tointon took part in campaigns encouraging users to text their donations via the shortcode service.
Additionally, Comic Relief created an free app and built a mobile internet site in-house, with MIG providing the text donation mechanic for the £1, £5 and £10 donations.