Charities are loosing out by not using SMS mobile marketing to raise funds, according to mobile payments firm paythru.
The whit paper 'Fundraising issues facing the charity sector, and why the mobile may be able to help' recommends that all charities should consider the personal approach that SMS offers to potentially 72 million mobile devices in the UK. The report also discusses other factors obstructing charities from reaching their potential. It seems charities are too reliant on existing donors, an absence of new regular donors during the recession and loosing regular donors as consumerism becomes the priority.

The study shows how SMS can open the door to younger generations encouraging impulse donations driven be television advertisements, media and web publications. Paythru claim the time to promote through mobile is now.