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Obama’s fundraising campaign has debuted a new SMS tool that allows supporters to make a donation simply by texting the number of dollars they want to contribute.

Last week a text message was sent to tens of thousands of previous donors asking them to again open their wallets.

According to Time, the message told supporters to “just reply with the amount you want to give and we’ll charge your saved credit card.”

It reportedly achieved a response rate 20 times greater than any text message solicitation Obama has sent out before.

Mobile Giving Foundation previously used the tool to raise more than $30m in a just a few days after the Haiti earthquake, but this is the first time it has been used for a political campaign.

The key appears to be simplicity – one of the main issues to overcome with m-commerce is creating a user-friendly checkout process.

And though this is making a donation rather than a purchase, the process is essentially the same and Obama’s supporters will be just as likely to be put off making a payment if it isn’t convenient.

This is not the first time that Obama has used mobile payments to boost his campaign, in January we reported on the Obama campaign’s use of mobile payment app Square to take credit card donations through smartphones.

Now, the President’s re-election campaign asks all donors if they want to keep their credit card details on file so they can participate in its ‘Quick Donate’ scheme.

It mirrors Amazon’s ‘one-click’ payment method that allows consumers to make payments without re-entering credit card details each time.

Now the SMS method has proved to be a success officials hope to use it during key moments on the campaign trail, where response to a particular speech or debate could drive impulse donations.

David Moth

Published 2 April, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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