1 November 2019
Kids for Quids: Proving the Power of Text Donations
How the National Funding Scheme partnered with The Sun on Sunday for a Christmas text giving campaign that raised funds for children hospitalised over the holiday season.
In November 2019, the National Funding Scheme partnered with The Sun on Sunday for the Kids for Quids Christmas fundraiser. The initiative utilised text giving to raise funds for gifts for children hospitalised during the holiday season.
The Idea
The campaign was based on research showing that the nation loses approximately £20 million annually in loose change. Text donation capability allowed readers to contribute without needing physical currency - they could donate while reading the paper anywhere, anytime.
How It Worked
The initiative ran over four consecutive Sundays in the newspaper and featured prominent supporters including Simon Cowell. Donors could text the keyword KIDSQUIDS to contribute £1, £3, £5, or £10.
The simplicity was deliberate: "The simplicity played a large part in its own success as it was catchy and easy to remember."
The Beneficiaries
Funds raised supported 600 children across three institutions:
- Great Ormond Street Hospital Children's Charity
- Great North Children's Hospital Foundation
- University Hospitals Birmingham Charity
The Results
Text giving received over 500 donations across the four-week campaign and proved "the strongest platform for fundraising," generating more contributions through text than web or cash methods combined.
Key Takeaway
The Kids for Quids campaign demonstrates the power of combining a simple, memorable call-to-action with a compelling cause. When supporters can act on their generosity immediately - without searching for their wallet or visiting a website - response rates increase dramatically.
For charities considering a text giving campaign, the lesson is clear: keep it simple, make it memorable, and give supporters the opportunity to act on their impulse to give.