I know the whole "text and donate" thing has gone viral but according the the website mGive.com ( the organization that handles the distribution of the texted donations) it may take up to 90 days for the money to get to where it's needed. I was unable to find a charity rating on mGive foundation but surely they'll have administrative costs too.
"The funds are collected from each carrier by the The mGive Foundation (TMF) and then sent to the appropriate charity in approximately 90 days." (from www.mgive.com/Learn_More.aspx)
I found the link to this tidbit of information on the Mercy Corps website this morning.
So, if you inclined to make a donation, please make your donation directly to the charity of your choice. The following all have A ratings from charitywatch.org
Red Cross
Mercy Corps
Doctors Without Borders