Capital One is giving customers a way to support members of the military during the holidays every time they use the financial institution’s mobile banking application.

In the Every Second Counts campaign, Capital One will donate talk time via a mobile phone to members of the military every time users login to its mobile banking app. The campaign has a goal of donating six million minutes to the nonprofit Cell Phones for Soldiers.

“This is one way we can use the power of our digital business to give back to the military community during the holidays to those who have given so much,” said Mark Andrews, a spokesman for Capital One, McLean, VA.

“We want to show our customers the power of using the app,” he said.

“Every time a customer logs in, we are able to give talk time minutes back to soldiers.”

Log in, do good
The campaign gives Capital One a way to engage its mobile customers while enabling them to support a worthy cause at the same time.

Talk time will be donated to active duty military members serving overseas so they can connect with family and loved ones during the holidays.

Every time a customer downloads the app for the first time and logs in, Capital One will donate 60 seconds of talk time.

The financial institution will donate an additional 10 seconds of talk time every time a customer logs in and completes a specific transaction, such as viewing their transactions, checking Capital One deals, redeeming rewards, transferring money and paying their credit card or another bill.

Capital One is making its customers aware of the campaign via email and in-app reminders. There is also a dedicated Every Second Counts campaign microsite.

The campaign runs through Jan. 18, 2013.

Banking made easy
Capital One is one of a growing number of financial institutions that are embracing mobile to enhance the customer experience.

This summer, Capital One updated its mobile banking app to enable customers to receive special offers from retailers such as Whole Foods and Starbucks (see story). At the time, the bank reported that the number of unique mobile users had grown by more than 200 percent in the previous 12 months.

According to Capital One, millions of customers use its mobile app every day to carry out transactions, saving them time and money. A campaign like Every Second Counts gives customers a way to do some good at the same time.

Capital One has been supporting Cell Phones for Soldiers for three years. Together, Capital One associates and customers have donated approximately 500,000 minutes to troops and their families. Capital One Bank branches also act as a donation drop-off point for customers to recycle mobile phones and accessories.

“Using the app makes customers’ financial lives easier by putting their bank at their fingertips,” Mr. Andrews said. “That is very powerful.”

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York