There's a keyword associated with the charities. I'll give you an example.
A hospital in Toronto wanted to use this platform to run a campaign. We went to the Toronto Raptors, who put the five-digit short code up on the screen, along with the keyword, which might have been “hospital”. Our president and CEO, Bernard Lord, who can be a persuasive guy, made an on-screen appeal and I believe they raised over $20,000 with that one exposure.