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Mobile Interactive Group wins contract with Shelter


Mobile Interactive Group (MIG) has secured an exclusive 12 month contract with Shelter, the leading housing and homeless charity in the UK.  Activity will begin with CRM and mobile internet activity, powered by MIDAS, to increase loyalty and retention of direct debit donors.  The campaign launches on Wednesday 20th August.

Shelter has identified mobile as 'a new opportunity for conversing with their younger supporter demographic.  Many charities encounter problems with users canceling direct debits after signing up online, on the street and through other channels:  The integration of mobile into the mix is designed to change this.

MIG has created a CRM approach that enables Shelter to thank their donors monthly via SMS, and include in the text a snapshot of the work that their continuing donations contribute to.  These SMS messages contain URLs to pages within a new mobile internet site, designed and built by MIG, called Shelter extra.

Shelter extra hosts a raft of fresh and regularly updated content including downloads, Shelter celebrity supporter updates, competitions, information on how to get involved in Shelter events, such as the London Marathon, as well as campaign and volunteering information.

David Jackson, Direct Marketing Manager at Shelter said, "By engaging users with the content and important work that Shelter does in the UK, donors will be reminded that their direct debit payments are more than just a note on a bank account statement, and that they are contributing to the fight against homelessness and poor housing around the UK.  We have every confidence that the expertise MIG bring to the table will make a key difference in increasing donor retention."

"MIG's CRM approach chimed perfectly with our need to retain monthly donors.  By launching a ‘light touch' communications channel we are able to reinforce their decision to support Shelter with good news about where their money goes in helping homeless and badly housed people.

Tim Dunn, Head of Marketing Services, MIG said "Text and WAP usage is massive in Shelter's demographic, so we expect to report great results in usage of the service, and ultimately in increasing overall revenues for the cause."