Mobile Interactive Group has announced that this year’s comic relief raised over £15 million via text donations. The company ran the campaign in conjunction with Harvest Media Group on behalf of the charity. Comic relief has pioneered SMS donations and was the first charity to not pay VAT on them, as well as receiving 100% payout from the operators. Previously the maximum text donation was £5, but a new £10 SMS charge allowed the 4 million plus mobile donors to give more money.
Comic Relief is the UK charity which has seen by far the greatest success with text donations. This is largely due to their high profile TV event.