Nonprofit NSPCC has launched a mobile Web site to solicit donations in support of anti-child abuse initiatives.

The mobile site, available at https://nspcc.paythru.mobi, lets consumers donate without paying premium text rates, so the NSPCC receives more from the transaction. Mobile payment service paythru developed the site.

“The mobile payment gateway was developed with Paythru to allow supporters to go online with their mobiles and make a donation, rather than wait for a call back,” said Mark Maliniak, senior fundraiser at NSPCC, London.  “The payment gateway allows them to securely make direct debit payments or a one-off credit donation.”

The NSPCC was launched in 1884 to combat cruelty towards children in Britain.

Paythru works with all carrier networks, mobile devices and banks to facilitate mobile payments.

How it works
Consumers can choose to make a regular, recurring payment or a one-off donation to the NSPCC.

After selecting the desired option, mobile users are prompted to specify the amount of money they wish to give.

The mobile site then requests personal information, such as first and last name, address and mobile phone number.

Contributors can also select to have a free SMS confirmation sent to their phones.

Here is a screen grab of a donation screen on the NSPCC mobile Web site:

NSPCC accepts payments made from most credit cards, including Visa, MasterCard and American Express, via the paythru system.

Users can donate any amount greater than 2 British pounds.

Paythru members can log-in to their accounts to retrieve their payment information and donate immediately.

NSPCC is promoting its fundraising efforts using mobile banner ads, including an expandable unit compatible with iPhone, that lead to the mobile site.

“This has meant further development to the site to ensure the donor’s journey from banner to donation page is seamless,” Mr. Maliniak said.

These offerings come in addition to NSPCC’s basic SMS efforts.

The charity includes SMS calls to action in its television advertisements.

Thus far, the nonprofit has been pleased with the results.

“SMS has not only increased response rates, it has also brought in a new profile of donor,” Mr. Maliniak said.

Mobile giving beyond SMS
SMS has been the main mobile vehicle for soliciting donations, though other channels have started to gain steam.

Not-for-profit mGive recently launched an SMS-based mobile application help consumers find charitable causes to donate to (see story).

Likewise, Pocket Philanthropist Inc. recently released an application for iPhone and iPod touch to encourage mobile giving (see story).

NSPCC is also looking to applications for future fundraising efforts.

“Currently we are looking at the use of iPhone applications to support our fundraising and awareness initiatives,” Mr. Maliniak said. “The current payment gateway could be further developed to support those.”

Final Take
Peter Finocchiaro, editorial assistant at Mobile Commerce Daily, New York