WWF Malaysia partners with Mobext to launch "Tweet To Donate" campaign

WWF Malaysia has partnered with Havas Media Group's mobile marketing brand Mobext Singapore in order to develop a fund raising campaign that aims to raise money for Malaysia's tiger conservation efforts.The campaign is targeted at digitally savvy Malaysians and was launched on 15 September. It will run for six months and be promoted via WWF Malaysia and Havas Media Group channels. There will also be a PR push for the campaign. The campaign, "Help Fund The Wildlife Warriors", uses a tweet-to-donate platform to process donations.The platform works in three easy steps: donors are to connect to their Twitter account, compose their tweet using a given hashtag, and then sync their credit card to the tweet and post. Each of the different hashtags - #ilovetigers #savethetiger #savewildlife - carry a value of 25, 50 and 100 MYR respectively. When users go on twitter and tweet any of these hashtags, the relevant amount is charged to the donor’s credit card.Yeap Chong Wei, WWF Malaysia general manager of the marketing department  said, “We are pleased with the way Mobext has integrated an online payment platform with social media and hope that Malaysians will respond well to this new donation channel. It takes years for conservation efforts to secure a viable Malayan tiger population, so if we do not take action now, we will likely lose our Malayan tigers forever.  [...] As guardians of our natural treasures for future generations, and proud Malaysians whose national crest features tigers, it is our shared duty to save our Malayan tigers.”Commenting on the campaign, Kabeer Chaudhary, senior manager at Mobext Singapore, said: “The concept of integrating social payments with a charity organisation was in itself a very exciting opportunity for our team. It was very important for us to craft and design a seamless user journey from registrations to payments to social validations. This campaign was a perfect strategic fit between Havas Media's Meaningful Brand principles and Mobext's initiative to create innovative digital experiences.”In the future, Mobext plans to roll out the 'tweet to donate' platform for other charity organisations as well, enabling them to plug-in and use this unique donation mechanism.The wild Malayan tiger population could be as few as 250 and WWF-Malaysia’s key efforts are focused on protecting the tigers from the threat of poaching. At the forefront of its conservation efforts are Wildlife Warriors or experienced field biologists, who battle difficult challenges in their conservation quest to help save the Malayan tigers.