4. Why is it important for charitable organizations to integrate their mobile giving campaigns with traditional and social media communications? Since 2008, many charities have employed a novel approach to raising money in response to natural disasters and other emergencies. M-donations involve the use of mobile devices, usually cell phones, to make contributions to charitable organizations and disaster relief efforts. Mobile donations have played an important role in raising money to address the growing needs of people affected by events like Hurricane Katrina, the 2010 earthquakes in Haiti and Chile, and the devastation caused by British Petroleum’s (BP) Gulf Coast oil spill. Other charity and not-for-profit organizations have developed integrated fund-raising campaigns that make use of M-donations as an ongoing giving channel.