The campaign began on Nov. 14 and will run through the end of the year. Domino’s is matching dollar-for-dollar all customer contributions – up to a total of$250,000.

“We want to make it easy for our customers to help donate money to support the kids of St. Jude hospital,” said Chris Brandon, spokesman for Domino’s Pizza.

“We know our customers are looking to give back, especially at the holidays, and this is an easy way for them to make a meaningful difference,” he said.

As of the third quarter of 2011, through its primarily locally-owned and operated franchised system, Domino’s operated a network of 9,541 franchised and company-owned stores in the United States and more than 70 international markets.

Mobile donations
Through the Thanks and Giving campaign, customers can make a donation when ordering over the phone, in stores or online.

Additionally, consumers can also text the keyword PIZZA to the short code 50333 to donate $5 to St. Jude.

Consumers can text in to donate

Once consumers text the keyword to the short code they receive a message that reads “To confirm your $5 donation to St. Jude reply with the word Yes.”

Then, users can text the word “YES” to donate $5 or text STOP to cancel.

Users can verify their donation

Consumers who text-in YES, receive another message that reads “Thanks! $5 charged to your phone bill. Txt PIZZA up to 6x for St. Jude donations.”

Since beginning the Thanks and Giving campaign in 2005, Domino’s has raised more than $9 million.

According to the company, in addition to its $250,000 donation, Domino’s goal is to raise $3 million for St. Jude.

“The SMS option allows customers an easy, convenient to way to make a donation – even if they’re not placing an order,” Mr. Brandon said. “The SMS option is promoted on our in-store materials, box toppers and most importantly, on our Domino’s Pizza Tracker.

“While customers are waiting for their pizza to arrive they have one more opportunity to  make a donation, if they missed it during the ordering process,” he said.

Past efforts
Domino’s has been paving the way in the mobile ordering and commerce space.

In July, the company promoted its new Stuffed Crust pizza and offered consumers free garlic bread via an integrated Facebook Deals mobile campaign.

The Facebook Deals promotion let consumers receive free garlic bread when they checked in to any Domino’s store located in Britain. To receive a free garlic bread, consumers had to order a Domino’s Stuffed Crust pizza (see story).

Most recently, Domino’s rolled out a new iPad app that lets pizza lovers customize and order their favorite pies (see story).

“Mobile is an important part of our customer ordering experience,” Mr. Brandon said. “The percentage of customers ordering via mobile continues to grow – as has our online ordering, which now takes about 25 percent of orders.

“We want to make it easy for our customers to donate in the way they prefer, in-store, online or mobile,” he said.

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York