Orange is to increase the amount of money that it passes on to charities from text donations.
Orange will now pass on 90 per cent of all text donations between 15p and £10. The increase applies to all charities registered with both the Charity Commission and HMRC.
An Orange spokesperson said the company had previously contributed 79-86 per cent depending on the level donation, but was now working toward a flat rate of 90 per cent.
During UNICEF’s Haiti Earthquake Appeal, Orange passed on 100 per cent of text donations and raised over £600,000. In 2009, just under £2 million was raised for Red Nose Day from Orange customers alone, with 100 per cent of the text donations being passed on.
Orange also gives 100 per cent of all text donations to its own charity partners including Comic relief, Sports Relief, Children in Need and the Royal British Legion’s Poppy Appeal.
Orange UK’s head of respect and responsibility Helen Davies said: “Text donating is a quick, easy and more direct channel for donors and we want to encourage more charities to use this as a powerful means for fundraising.
“We’ve simplified our charges to ensure that 90 per cent of a text donation between 15p and £10 now reaches the chosen charity as standard. We’re keen to raise awareness of the fundraising potential of text donations and we know from our partnership with UNICEF that text appeals are a brilliant way to engage with customers, while raising significant funds that can make a real difference.”