Egypt’s first mobile-based charity auction raised EGP 26,000 after world-renowned heart surgeon Sir Magdi Yacoub donated one of his signature ties to support the Aswan Heart Hospital.
The tie was auctioned via Mazady FelKheir—a collaboration between MegaKheir, the CSR arm of TA Telecom, and Mazady, an SMS-based auction platform that typically sells consumer products at 70% off market prices.
“Bidders brought the price up to EGP 12,400 in the first 24 hours,” said Mohamed Ezz El-Din, product manager of Mazady at TA Telecom.
The smiling-hearts tie—previously purchased by Dr. Yacoub in a European Heart for Children fundraiser—was initially listed for EGP 900. The four-day auction closed at EGP 26,000, with all proceeds going toward the free treatment of cardiac patients in Aswan.
Mazady FelKheir has since launched a second auction featuring a complete sports outfit donated by Egyptian footballer Mohamed Zidan, benefiting Ahl Masr Burns Hospital—the region’s first nonprofit hospital for burn victims.
To participate, mobile users send a bid via SMS to 6066, with amounts ranging from EGP 100 to EGP 500. Participants can also receive auction updates by texting “status” to the same number.
Innovation in Mobile Philanthropy
Since its launch in 2010, MegaKheir has raised over EGP 55 million for Egyptian charities tackling heart disease, cancer, poverty, and more. Its platform enables donations through SMS and a mobile app available on both Apple and Google Play stores.
“We are constantly striving to create new and innovative ways to harness mobile technology and optimize it for the benefit of charitable and developmental work in Egypt,” said Maissera Ellaithy, MegaKheir product manager at TA Telecom.
Public Reaction on Social Media
While celebrity charity auctions are common worldwide, the idea is still novel in Egypt. Social media users had mixed reactions. Some praised the creativity and placed bids in the comments, while others questioned the effectiveness of charity auctions in addressing systemic issues.
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