Through its sponsored show Salute the Runway, Shout asked for donations to United States charity Fatigues to Fabulous, a women veterans organization that supports military servicewomen as they reintegrate back to their civilian lives. Knowing that fundraising now maintains a strong presence on mobile, the platform is seeking engagement from Millennials to build awareness.

?We decided that we wanted to introduce fundraising to a younger audience,? said Matt Berriman, executive director and co-founder of Shout for Good, Melbourne. ?Millennials can use our service easily, and we?re looking to extend our reach to other major events. Fashion Week was a perfect opportunity to promote Fatigues to Fabulous.? 

Shout worked with media and sports company IMG and the campaign?s key supporting partners Little Black Dress Wines and Gloria Duchin.

Attendees of the show were encouraged to download the app and donate. Once users enter their credit card information once, future payments can be done in seconds, Mr. Berriman said.

The Shout app has garnered 70,000 downloads in Australia, which has led to its desire to expand to the U.S. More than 130 Australian causes are currently using the platform.

Shout claims that as of 2013, 60 percent of U.S. non-profit organizations are operating without mobile optimized Web sites, and as mobile usage continues to grow, Shout aims to provide an accessible, mobile platform for these organizations.

The company has been involved in major Australian fundraising campaigns including a campaign on the country?s highest rating television program for National Breast Cancer Foundation, multiple Australian Football League matches and veterans memorial fundraisers, and is already in discussions with major causes and corporate organizations to mirror this activity and execute large scale follow up campaigns in the US later in 2014.

Nonprofit organizations and other relevant entities have found great success via mobile.

Nonprofit organization Enduring Hearts turned to mobile to encourage more online donations through e-donation platform Shop2Give.

Through this collaboration, Enduring Hearts hopes to reach fundraising goals more quickly, maintain better engagements with existing donors, attract new supporters and create broader public awareness given the wide-ranging reach of mobile. While many fundraising campaigns have tested the waters on mobile, such as the American Red Cross? use of SMS, nonprofits? efforts to reel in donors must take account of today?s on-the-go consumer (see story). 

Social services nonprofit El Centro, which serves the Hispanic community in Kansas City, KS, bet on the mobile Web to drive donations via a responsive design site.

With its constituents very active in the mobile space, El Centro knew it needed a way to engage them via their smartphones but was not interested in text-to-give for several reasons. With text-to-give facing limitations from carriers and not supporting nonprofits? needs to learn more about their mobile users, El Centro chose responsive design so it can serve the same donation experience across screens (see story).

While mobile capabilities have shown to encourage more contribution and engagement, platforms such as Shout for Good are aiming to offer those services for better conversion rates.

?When users are emotionally involved, we wanted to give them the option to donate without any friction,? Mr. Berriman said.