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Record text giving campaign raises over £290k

Since lockdown in March fundraising methods have had to adapt. A recent survey by DONATE™ has shown that half of respondents see text giving as a new and powerful fundraising channel with live events having been culled. Text giving provides an easy way to raise money, can be turned into a regular monthly donation and can have Gift Aid added. 

Recently, The Ruth Strauss Foundation launched their #RedForRuth campaign which raised £840k, of which 30% was via text donations. 

The final test match against the West Indies at Old Trafford, Manchester was branded as the Ruth Strauss Foundation Test Match. As part of the fundraising campaign an SMS giving code (RUTH20)  was launched and promoted on both Test Match Special (Radio 4) and over the Sky live broadcast. Video interviews with Sir Andrew Strauss, key beneficiaries and the Foundation CEO provided an emotional pulse and explained why the fund was put in place. Unused spectator seats were covered in large vinyls advertising the RUTH20 text code and perimeter boards were also used. 


The total raised by SMS giving was £290k, a number higher than any previous text giving campaign hosted on DONATE™ and believed to bethe largest amount raised at a test match in the UK and showing just how powerful digital fundraising can be.

Trustee at DONATE, Bart Leonard noted of the campaign; “The #RedForRuth campaign has inspired viewers, donors and charities alike with the sheer volume of donations received. 

“Text giving makes up 75% of all donations through DONATE™ so it’s great to see so many supporting such a worthwhile cause through a growing donation channel.”

The Ruth Strauss Foundation was set up in memory of Ruth Strauss, the wife of former England Cricket Captain Sir Andrew Strauss OBE. Ruth died at the age of 46 in December 2018 of incurable lung cancer that affects non-smokers; she and Andrew had two children then aged 10 and 14.  The foundation’s aim is to provide emotional support to the children of terminally ill parents and also to fund research into the rare lung cancer that affects non-smokers.