Vodafone mobile virtual network aggregator Cognatel has added another charity MVNO to its stable.
Donate Mobile, which launched this week, allows subscribers to direct 10% of their mobile phone bill to their chosen charity. Gift Aid can be applied to all qualifying donations.
The move follows the launch of the World WildLife Fund’s charitable MVNO on Vodafone in partnership with Cognatel in January this year.
Donate Mobile aims to raise £15 million for good causes in the next five years. It is open to all UK registered charities.
The MVNO is offering pay-as-you-go deals but will shortly add pay monthly deals with customised bills showing donation summaries.
Charities partnering with Donate Mobile so far include CLIC Sargent, Dogs for the Disabled, Born Free Foundation, Aspinall Foundation, The VasculitisTrust, St Oswalds Hospice, The Horse Trust, VIVA!, Pets as Therapy and Sport 4 Life.
Mark Brunwin, MD of Donate Mobile, said: 'We have spent many years working with the charity sector, learning about their needs and tailoring our offering to ensure that Donate Mobile will have a clear impact on committed giving by helping customers do something great with their SIM.’
‘Our recently commissioned market research amongst the UK public shows there's a real appetite for our service, with 67% of respondents telling us they would consider switching to the Donate Mobile service if 10% of their bill was going to their chosen charity. This is a really positive endorsement and we see this as a genuine opportunity to help reverse the decline in charitable giving in the UK.’
Mark Ashdown, CEO of Cognatel, said: ‘MVNOs are always looking for new and imaginative business models that can be better supported through partnering with MVNAs like Cognatel. This new mobile business model from Donate Mobile will allow many charities to benefit from new revenue streams that creating greater affinity with their supporters. In our capacity as an MVNA we have provided Donate Mobile with UK-wide coverage and flexible supporting network services.’