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HSN teams up with March of Dimes to roll out multichannel donation campaign

May 11, 2012

The homepage for HSN's mobile Web site

HSN has partnered with the March of Dimes for a new marketing campaign that aims to raise awareness and funds for organizations and lets consumers make donations via the retailer’s on-air, online and mobile mediums.

The campaign will run through the Mother’s Day and Father’s Day holiday season from April 28 through June 17. Consumers can make donations though HSN’s mobile efforts, including SMS.

“From Mother’s Day through Father’s Day, HSN customers will be able to donate to the campaign through all of HSN’s channels, on-air, online and via mobile,” said Bill Brand, executive vice president of programing, marketing and business development at HSN, St. Petersburg, FL.

“Based on customer feedback, HSN Cares events such as this are important components of engagement and loyalty,” he said. “I believe it’s critical of our company to have a culture of generosity.

“HSN Cares is committed to supporting women and families in need by raising awareness and funds for trusted global causes.”

HSN is a interactive multichannel retailer that offers a curated assortment of exclusive products from many brands.

March of Dimes is a nonprofit organization for pregnancy and baby health.

Mobile donations
Through the campaign, consumers can access HSN on multiple screens to make a donation.

Customers can text the keyword GIVE to the short code 47688 or visit the company’s mobile site.

Donations of $1, $5, $10 or $25 can be added to any purchase.

Additionally, 100 percent of the donations benefit the March of Dimes and will go towards improving the health of babies.

A mobile donations campaign such as this is a great way to offer consumers to give back and by letting them make the donation no matter what screen they are using creates a seamless experience.

“The strategy is to allow our customers, who already access HSN programming and products on multiple screens, to donate to this wonderful cause wherever and whenever they want to shop,” Mr. Brand said.

Word of mouth
HSN is promoting the campaign across all of its platforms, as well as on the March of Dimes social media channels.

“We have initiated a text-to-donate campaign – GIVE to 47688, which allows our customers to text in their donation while on the go,” Mr. Brand said. “Mobile is an integral part of our business, and we are committed to incorporating mobile strategies into every partnership and event at HSN.

“We view mobile as an extension of our overall digital experience, looking at mobile as a key anchor of the HSN Everywhere strategy that complements all platforms,” he said. “Customers use mobile as a second screen and we see many possibilities to connect, create complementary content to the live HSN broadcast and personalize the shopping experience to customers’ product preferences.

“In addition, we see continued growth in with total mobile sales for the quarter, almost half of total mobile sales for all of 2011.”

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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