LIKECHARITY’s Journey to €6 Million

Our success lies in the joining of the generosity of Ireland and the simplicity of sending a text message.

As of last week LIKECHARITY has raised €6 million for charities through text message donations!

Our story began 4 years ago when Tadhg O’Toole and John Kyne saw a gap between charities and potential donors.  Text-to-donate campaigns were not popular because cell service providers were not able to effectively set up individual campaigns for Irish charities.

This problem lead to a solution. Kyne and O’Toole dubbed this solution LIKECHARITY, an intermediary between charities and the public that makes donating to an organisation as easy as sending a text message.

Since we unveiled our text-to-donate platform, over 300 charities have used the service, not only in Ireland but in the UK and United States as well.

Chief Operating Officer John Kyne explained that they never imagined the service would be so successful.  

“It wasn’t until Majella O’Donnell’s segment on the Late Late Show when she shaved her head in an effort to raise donations for the Irish Cancer Society.  It was such an emotional segment and she gave great context to the the issue at hand.”  

O’Donnell’s fundraising stunt was able to captivate a huge audience.  Over 15% of viewers donated via text message to the Irish Cancer Society.  Overnight the organisation received €500,000.  

This was when our little startup realised its potential, and more importantly realised that the generosity of Ireland is limitless.  We have gained fame from viral campaigns over the years which boosted donations tremendously; but just as important are the small charities we work with who utilise our platform so well.  Charities like Lauralynn and Jack and Jill are two children’s hospices that use our mobile donation platform extremely efficiently.

“We’re just the intermediary,” says Kyne.  “The real story is the people who donate and the brilliant charities who do such great work.”

We saw a huge amount of donations for Haiti hurricane relief this past week. This sent us over the €6 million mark in text message donations.  Fittingly, this surge was due to the Late Late Show, as retired rugby player Paul O’Connell went on air and urged viewers to donate to the disaster stricken country.


How to Capture the Millennial Consumer

By 2020, a new generation, Millennials, (generally considered to be anyone born between 1982 – 2004), will become the most prevalent generation in the workplace. It’s important as an organisation to understand that Millennials are not to be overlooked. They will soon be the generation with the most disposable income and, according to Bazaar, Millennials will have the most spending power of any generation. If your organisation is able to catch their attention and secure their donations while they are still relatively young, you have the potential to make lifelong consumers of them.

Millennials are often misunderstood as a generation that is self-centred and self-absorbed. But contrary to popular belief the millennials have proven to be quite the opposite. A staggering 84 percent gave to charity in 2014 according to research by the group Achieve. Millennials are also considered the most educated and culturally diverse group of all generations (Forbes).
There are a few things that stand out to Millennials when they consider buying a product or donating money. It’s important to ensure your organisation appeals to them through channels / modes of communication that suit their lifestyle. Here are a few specific triggers that grab millennials attention. 


•    Millennials rely heavily on reviews and they don’t care who the review comes from. If you are a charity, ensure that there are places where people can comment about the great work you do. This is likely to capture millennials’ attention.  

•    This is the first time in the world that a generation has grown up with modern technology. They are proficient and expect to use it in everything they do. It’s important to appeal to their proficiency. Make sure your website is user friendly; that it is easy to purchase your products, donate to your cause or get more information, etc. Being able to access information quickly and easily is important.

•    Millennials are accustomed to a world where, when they give their input, it’s taken into consideration. It is important to show your clients, especially millennials, that you hear what they are saying and are working towards a solution. They like to see change. Change is no longer taboo with them as it is in some other generations.

•    Being in the know is something this generation strives to do. By making your organisation as transparent as possible, you will be very appealing. Millennials like to know where their money is going and what it is being used for.


All in all, Millennials are the generation of the future. Luckily for us there are numerous studies done on the trends of this generation making their behaviour somewhat predictable. It is important as an organisation to do your own research on the topic, and include some market research to see how Millennials directly influence your business. At least now you have a good place to start.


How to Choose a Charity for Your Donation


Choosing the right charity to donate to can be daunting. In a world where there are thousands and they all do so much good, how do you decide which one is really the one for you? Here are a few things to consider that you may find useful on your quest for your perfect charity.

Often the thought of making a charitable donation is brought on by a personal experience; it may be through personal loss, cancer has touched almost everyone and the hope for a cure is unending. It may be through personal interest such as helping 3rd world countries learn how to farm, irrigate and provide food and subsistence in harsh environments. Many have strong, personal connections with the charity they support.

Charitable donations are about helping others; fulfilling a need, and improving a situation. As a donor this not only makes you feel like you have made a positive contribution, with very little effort or inconvenience. Many of us are willing donors and the easier the process the more likely we are to follow through. It can often be a spontaneous action, after hearing a moving story or advertisement that makes a person want to take action right at that moment. It makes the donor feel good about helping others and can boost a person’s morale.

With the above in mind, take a look at a few ideas that could lead you to your perfect charity.


1.     It’s important to know whom you are as person: what are your passions and hobbies; what is meaningful to you? This will help narrow the list down immediately. If you are a huge animal lover, maybe a charity that advocates animal rights or rehabilitations is right for you.

2.     What do you want to donate? Money, supplies, time? Of course, most charities will accept all of these but some are better for one of these things than others.

3.     How do you want to donate? Some charities utilize text-to-donate, some use strictly online and some use old school methods like the post.

4.     Do your research. It’s important that you are informed about the work that each charity you are considering does. If you like the results of your research, you may have found your ideal charity.

5.     If you want to provide consistent support and keep it simple, look for charities that allow subscription donations. This is where a set amount, which you determine, is taken every month and is a good way to ensure your favorite charity is taken care of on a regular basis.


It’s important to have a good list with a wide variety of charities when you begin this process. We have compiled a fantastic list of over 300 charities on our donation page. Take a look and when you find the right one, it’s easy to donate. Follow the link to start your search:

All in all, donating to charity is a great thing to do but donating to a charity that really speaks to you is even more fulfilling. It is our hope that you are able to find your perfect charity.