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Oxfam shows how Google’s RCS messaging can be used to drive spending direct from marketing messages

Oxfam pioneers RCS in UK (Image: Oxfam)

Charity group Oxfam has turned to the latest mobile messaging technology to help drive donations and engagement as its stores remain shut.

Working with technology company mGage, Oxfam is using Rich Communications Services (RCS) messaging to create engaging messaging, which can also support payments directly from the message.

RCS, developed by Google, is widely thought of a the next generation of SMS messaging, offering a rich format that can feature images, videos and links, as well as supporting payments – making it ideal for advertising.

With positive results when compared to a standard Premium SMS send, the RCS channel is proving to be more popular than traditional card payments, offering a unique opportunity for charities to boost revenue, whilst deepening the relationship with supporters. 

“With a simplified payment flow, a donation amount can be selected at the click of a button within the actual appeals message and added to the mobile bill, providing a truly seamless experience. This solution really is a gamechanger, especially at a time when so many charities need our support,” explains Nick Millward, Vice President Europe at mGage.

“RCS payments provide the ultimate convenience and an appealing experience for customers, who increasingly want organisations to contact them via mobile messaging. With more than 1.31 billion mobile payment users expected by 2023, it is a service that is soaring in popularity,” Millward adds.

Additionally, the service’s Verified Sender feature offers absolute peace of mind and builds trust between both charities and supporters. Accompanied by branding, users can be assured that a message sent to them is legitimate, protecting against fraud and the reputation of the sender. 

“We are engaging with our supporters in a completely new way thanks to this innovative rich messaging channel, which allows for more choice and tailored, flexible content embedded directly into mobile messages,” says Drew Hickling, Supplier Relationship Manager, at Oxfam GB. “Working with mGage we have created an RCS and Mobile Billing flow that provides a simple and seamless experience for our supporters with increased levels of potential engagement.”

See how it works for Oxfam here.

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