Saturday, 6 December 2014

IMImobile continues to deliver innovation on Twitter, launching 'Tweet to Donate' for the Post Office

The Post Office became the first UK organisation to allow Twitter users to
donate to the BBC Children in Need charity campaign 'Be a Hero'.



IMImobile, a global technology company
providing software and services which help businesses capitalise on the
growth in mobile communications, today announced its development of 'Tweet
to Donate', an innovative new service used by the Post Office. The service
has made the Post Office the first UK organisation to enable and process
donations via Twitter as part of being a fundraising partner to the BBC's
Children in Need charity campaign, 'Be A Hero'.



IMImobile has worked in partnership with the Post Office and their media
agency Mindshare to create and deliver the 'Tweet to Donate' mobile payment
solution. Users who would like to make a donation to BBC Children in Need
simply follow the Post Office (@PostOffice) on Twitter and tweet the hashtag
#MakeMeAHero. Users then receive a direct message with a URL to a landing
page (served within Twitter) through which they can donate £1, £3 or £5. The
donation will be debited from the user's phone bill or the pay as you go
balance. The solution, accessible across mobile, tablet and desktop PC, uses
the mobile payment service Payforit, with the full amount going to BBC
Children in Need.



Mobile sits at the heart of the Twitter experience, and according to
Nielsen, 80% of Twitter users access the service through a mobile device,
and 3 in 5 of Twitter mobile users access Twitter whilst watching TV. The
'Tweet to Donate' service fully unlocks the potential of the Post Office's
involvement in the fundraising campaign, giving Twitter users an opportunity
to donate through the social media channel. The payment solution also breaks
down previous social media barriers, allowing users to donate money directly
within the social media environment. Furthermore, it opens the opportunity
for other brands to integrate mobile payment solutions into the Twitter
environment, significantly increasing the opportunity to monetise the social
media channel beyond social engagement.



Peter Markey, the Post Office's chief marketing officer, said: "As a
business, the Post Office is modernising to meet the needs of customers
across the UK, and we know innovation can't stop in branch or on our
website. Being the first organisation in the UK to give customers the
ability to donate to a charity so close to the nation's heart by simply
tweeting to donate is a social media barrier we're delighted to break
through."



Alex Klose, Head of Marketing at IMImobile said: "We are excited to have
worked with the Post Office on the 'Be a Hero' BBC Children in Need campaign
and to once again deliver innovation on Twitter. It was important for us to
develop a seamless user experience that utilises our mobile payment
capabilities to make it easy for any user to support and donate without the
need of credit or debit card payments. Any barriers, whether access or
payment based, for users to donate are significantly reduced, allowing the
Post Office to incorporate Tweet to Donate into its fundraising activities."

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