After mobile-payment processor Square expanded its peer-to-peer payment service Square Cash to businesses and to nonprofits last week, KQED began soliciting donations using “cashtags,” a unique identifier designed for social media marketing.
Using the tag $KQED, the station’s March 23 campaign raised about $1,500 from 60 donations, according to Michael Lupetin, v.p. of marketing.
It’s fantastic to see local stations embracing new and creative technology for donations. It saddens me though, a key metric is still to gain an email address.