SANTIAGO, CHILE: With the earthquake in Chile on February 27, only weeks after the January 12 earthquake in Haiti, social media and text messaging continue to play a major role in sharing information and collecting donations for relief. As consumers become more comfortable with donating through nontraditional methods and see results from their text-message donations, PR professionals in the digital and nonprofit space are following the trend.

"Haiti was the first time we used text messaging and we saw success," ...