Text makes more for Macmillan

TigerSpike and MX Telecom support Macmillan's World's Biggest Coffee Morning with new charity Short Code range

LONDON, United Kingdom – September 25th 2009

MX Telecom, the UK's premier mobile aggregator, alongside leading personal media company TigerSpike, is delighted to provide Macmillan Cancer Support with the first Short Code in the newly commissioned charity range. Thanks to an agreement by the network operators, specific charity codes now allow even more of the donated amount to go to good causes.

As part of Macmillan's World's Biggest Coffee Morning taking place today across the UK, both those attending and those unable to make it along will be able to donate the cost of their coffee by texting the word "Cuppa" to 70123.

TigerSpike, the world's first personal media company, designed, created and delivered the text, mobile and web campaign.

VAT agreement means more for charity

The code is the first to qualify under the framework agreed by the Mobile Data Association and UK network operators that ensures no VAT is deducted from donations. This means an extra 15 per cent of the amount donated is passed on to the charity.

"We're delighted to be able to use mobile to give even more people the chance to support people living with cancer," said Joanna Dew, Macmillan National Events Marketing Manager. "Receiving the additional VAT amount can make a real difference in encouraging people to donate by text."

Mobile increasingly important to charity sector

The use of mobiles to donate has already been a hit in high-profile charity events such as Comic Relief.

"It's great to be able to bring a mobile element to an established and successful fundraising event," said Nic Newman of TigerSpike. "Innovative use of personal media which includes mobile is playing an increasing role across the charitable sector. Working alongside MX Telecom and the networks to enable increased donations by SMS can only help this trend."

TigerSpike was commissioned by Macmillan Cancer Support to provide the strategy behind the campaign delivery in order to maximise the donations received by mobile.

It is not too late, text the word CUPPA to 70123 by 31 October to donate 3.

About MX Telecom

MX Telecom is the leading global aggregator providing the connectivity and infrastructure, and facilitating payment and digital content delivery, to enable businesses to take advantage of mobile technology.

Founded in 2000, MX Telecom helps hundreds of companies to implement mobile services around the World including national broadcasters, government agencies, major brands and entrepreneurial ventures.

About Macmillan Cancer Support and the World's Biggest Coffee Morning

  • Macmillan Cancer Support improves the lives of people affected by cancer, providing practical, medical, emotional and financial support. Working alongside people affected by cancer, Macmillan works to improve cancer care. One in three of us will get cancer. Two million of us are living with it. If you are affected by cancer Macmillan can help.

  • The World's Biggest Coffee Morning is in its 19th year - last year 45,000 people held coffee mornings, collectively raising 7m for Macmillan Cancer Support

  • This year, the World's Biggest Coffee Morning is on Friday, 25 September 2009.

  • For more information about the World's Biggest Coffee Morning, or Macmillan Cancer Support, please visit www.macmillan.org.uk.

About TigerSpike

TigerSpike is the world's first personal media company with a specialisation in mobile. With offices in Asia, Europe and North America, our global experience combined with research and development from our Innovation Lab keeps us and our clients ahead.

With a dedication to being creative and cutting edge, our work has resulted in numerous awards, most notably

  • Best Mobile Marketing (D&AD Awards 2009)

  • Best Cross-Platform Integration, and Best Direct Response & Lead Generation (IAB Awards 2009)

  • 3rd fastest growing technology company in Australia, and 54th fastest in Asia (Deloitte's Fast 50, 2008)

For more information on the strategic and campaign delivery services that we're able to provide please contact nic.newman@tigerspike.com or phone 020 7802 8005.

Further information

Thomas Green

MX Telecom

+44 (0)845 666 7778

thomas.green@mxtelecom.com