NSPCC offers virtual flowers by email or mobile for Mother’s Day

On Sunday it was Mother’s Day here in the UK. So, to help children of all ages celebrate their mums, the country’s largest children’s charity the NSPCC (National Society for the Prevention of Cruelty to Children) launched a neat little fundraising microsite offering virtual flowers that donors could send via their mum’s email or mobile phone on the morning of the big day in return for a £5 donation.

I’m not too sure quite how those mums at the receiving end will have felt when their usual chocolates or roses were replaced by an email or text message, but it’s a nice example of a charity extending the reach of its online fundraising activity to incorporate internet-equipped mobile phones.

With well over 10m people in the UK now using smartphones to browse the web, and that number growing by the month, I’m surprised that more charities aren’t already taking advantage of the emerging opportunities to engage people through their phones as an extension to traditional ‘virtual gift’ offerings like Oxfam’s ‘Unwrapped’.

However, I expect we’ll see a lot more such campaigns over the coming months as fundraisers realise that mobile fundraising can now go way beyond just telemarketing and SMS donations.