Virgin Mobile Users Text for Charity Today, Tomorrow for...

Virginmobile

Virgin Mobile asked subscribers to “text” a dollar from their accounts to help homeless kids–and, so far, 84,000 of them have.  Ariel Rosen, director of Virgin Mobile’s pro-social initiatives, described the campaign as “an easy, quick way to evoke ‘armchair activism.”  She said the company initially saw a 4 per cent rate of response, vastly exceeding the standard 1 per cent (or below) that direct marketers typically get.

Charity is wonderful, of course, but one imagines that Virgin is just warming up for the real act: direct marketing in real-time to hard-to-reach kids (with a built in, push-button payment mechanism, no less).  Parents and other bill payers, prepare for a monthly heart attack. Stefanie Olsen, CNET

NOW WATCH: Tech Insider videos

Want to read a more in-depth view on the trends influencing Australian business and the global economy? BI / Research is designed to help executives and industry leaders understand the major challenges and opportunities for industry, technology, strategy and the economy in the future. Sign up for free at research.businessinsider.com.au.