Dixons Carphone for The Mix
How Dixons Carphone used a text raffle of surplus inventory to raise £1,856 for mental health charity The Mix, while reducing costs, eliminating cash handling, and increasing staff participation.
The Mix, a mental health charity supported by Dixons Carphone, partnered with the company to conduct fundraising through its workforce. Rather than a traditional charity day, Dixons Carphone used a text raffle of surplus inventory - TVs, phones, and other tech - to engage staff in a way that felt natural given the business they work in.
How It Worked
Employees texted a specific keyword (e.g., BRAVO_TV) to a charity shortcode. Charges of £3, £5, or £10 were applied to their mobile bills. The DONATE™ platform randomly selected winners from participating phone numbers. Funds were subsequently transferred to The Mix.
Why It Worked Better Than Before
Compared to previous cash and paper methods, the digital text raffle delivered:
- Reduced costs - no printing, no cash handling, no manual administration
- Simplified process management - the central team had real-time visibility
- Increased employee participation - easier to enter means more entrants
- Eliminated cash handling - no security concerns or banking complexity
- Better alignment with culture - a tech company using tech to fundraise
The Result
Amount raised: £1,856
"Making it easy for corporates to raise funds from their employees for supported charities."