In an effort to maximize the impact of mobile technology in the charitable sector, American Red Cross, American Cancer Society, World Vision, U.S. Fund for UNICEF and United Way Worldwide today launched a coalition initiative called the Mobile Giving Alliance. The Mobile Giving Alliance will be supported by the Mobile Giving Foundation in cooperation with the BBB Wise Giving Alliance and the American Society of Association Executives, according to a press release.

The Mobile Giving Alliance aims to continue to ensure donor trust and NPO accountability as mobile solutions for social good evolve, according to the announcement.

"As the pioneer of mobile giving, the MGF is appreciative of the continuing support to philanthropy provided by wireless operators and looks forward to other mobile platform providers stepping up to ensure that mobile policies evolve to meet the needs of their customers and the charitable sector," Jim Manis, founder and CEO of the MGF, said in a statement.

The Mobile Giving Alliance will operate under the 501(c)(3) umbrella of the MGF. It will focus on expanding and improving access to, and the functionality and efficiency of, mobile networks and platforms for charitable organizations.

"Through the collaborative effort amongst the Mobile Giving Alliance founding partners, the nonprofit sector can have a strong voice in determining how mobile develops to best meet the needs of mission awareness, donor acquisition, engagement and payments," John Graham, chair of the MGF and CEO of the ASAE, said in a statement.