'We have highlighted many cruelty cases as well as publicize our events and fund raisers through the social media platform, and have consistently achieved good turnout rates or awareness,' he added. Social media is a quick and easy way to disseminate information in the fastest way possible with a wide outreach, even across geographical boundaries, he said. These benefit charity groups that are small in size and have limited resources or manpower constraints, allowing them to work just as effectively and efficiently, Yeo said via e-mail. Ricky Yeo, president of Action for Singapore Dogs (ASD), a nonprofit society that rescues stray and abandoned dogs, noted that mobile and social media are dynamic and fluid platforms with easy access and on-the-go ease of operations. His comments follow a Telegraph report which revealed that charities in the United Kingdom were keen on mobile donations to rely less-and save-on cheque processing and also appeal to younger donors, citing a study by payment provider VocaLink. The charity sector just needs to look over the fence at success stories in the commercial sector to see that both social and mobile channels are essential in creating awareness among an audience and to fundraise, he said. 'Social is the glove to the mobile hand, they fit perfectly', Erasmus told ZDNet Asia in an e-mail. company helps charities leverage mobile platforms for fundraising, and also offers an online donation tool for users to contribute to charities via SMS (short message service) or tweets.

Mobile and social media are essential for charities, especially if they want to attract the 'iTunes, Facebook and YouTube generation', said David Erasmus, philanthropist and chief executive of Givey.

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