Orange's new media expert, Tony Aiello, in the capacity of CEO at mGive, led the company through mobile fundraising efforts for Haiti earthquake relief that raised over $40,000,000 in $10 donations all through text messaging. mGive worked closely with the Red Cross, US State Department, CTIA, Entertainment Industry Foundation and other non-profit organizations to educate the public about the new way to donate through text messaging. A coordinated effort of major media appearances and grassroots viral communication prompted millions of Americans to respond with a $10 text donation changing the face of philanthropy forever by truly democratizing the giving process.