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Presentation by Oisin Lunny & Paul de Gregorio on successful charity campaigns on mobile, and lessons from the Third Sector. FOr more information please visit: www.openmarket.com/europe www.openfundraising.com http://degregoriopaul.blogspot.co.ukTRANSCRIPT
Lessons from the Third Sectorsuccessful charity campaigns on mobileOisin Lunny, Senior Market Development Manager
BackgroundCase studies:
1. DEC2. Faberge Big Egg Hunt3. Open Fundraising
Lessons from the Third Sector
"MIND THE GAP" by the Charities Aid Foundation, Sept 2012
Changing consumer behaviour
Changing consumer behaviour
Source: MobileSquared
Mobile primary internet access
Source: MCT US
More mobile traffic
Source: www.mycleveragency.com
Most-missed media activity
Source: Ofcom UK Adults’ Media Literacy, 2010
!"#$%&&'()$&*'(+$+"#*,-
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60,7-$08*&+#,19:345
60,7-$;0<*,'+-:=5
>0+#$;0<*,'+-:=5
>0))0,819?5
!@6$A@
BCD
C*E'07$&,**FCE0,E'+-
The evolution of mobile giving
Source: Everett, Gladwell, Maloney
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60,7-$;0<*,'+-:=5
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BCD
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Source: Everett, Gladwell, Maloney
The evolution of mobile giving
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60,7-$08*&+#,19:345
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GH$ICDC
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Source: Everett, Gladwell, Maloney
The evolution of mobile giving
Source: nVision / Charity Awareness Monitor (nfpSynergy)Base: 1,000 online respondents aged 16+, GB
Massive growth of SMS giving
% of respondents who have given to charity in last 3
months“In which of the
following ways did you give?”
Why SMS?
SMS are perceived as personal90% of SMS read within an hourOne self contained channel for allMobile user is in controlinitial interaction has overcome the biggest barrier already
DEC partner network
Keywords to track ROI
Gift aid innovation
Gift aid innovation
ADJ2
Results
• 500% increase in SMS donations
• 60% opt-in to gift aid
• Double the response from other channels
• 25% added to these donations
• Over £1,500,000 raised by SMS and Gift aid
• OpenMarket processed over £10,000 /second
• Record donations by mobile for DEC
Using the shortcode on other media
£0
£75,000
£150,000
£225,000
£300,000
Using the shortcode on other media
£0
£75,000
£150,000
£225,000
£300,000TV
August 2011
TV
TV events / newspaper ads drove peak donations, in particular support from ITV
Peaking at 298k on 08/07/11
The Faberge Big Egg HuntPaul de Gregorio
Head of Mobile at Open Fundraising
A World Record breaking campaign,
with mobile shortcodes
at the heart of the engagement strategy.
The overall campaign raised over million, £1
via sms egg hunt entries, and egg auctions.
capturing the public’s imagination,
while generating massive goodwill and pr.
When we found Archie, he weighed 3.2kg – just half what he should have. He hadn’t been fed for two weeks and was so close to death that his temperature didn’t register on the vet’s thermometer.
Thankfully, he was brought to an RSPCA rescue centre, where he was given the food and care he desperately needed to survive. But there are many more neglected dogs like Archie – and many more hungry mouths to feed.
Text FEED to 70030 to give £3 to feed and care for a dog like Archie.
When we found Archie, he weighed 3.2kg – just half what he should have. He hadn’t been fed for two weeks and was so close to death that his temperature didn’t register on the vet’s thermometer.
Will you help feed a dog like Archie until we can find him a home?
Beaten. Neglected. Starved.
The RSPCA brings private prosecutions where appropriate. Your gift will be used to further our work where it’s needed most. You will be charged £3, plus one message at your standard network rate. RSPCA will The RSPCA brings private prosecutions where appropriate. Your gift will be used to further our work where it’s needed most. You will be charged £3, plus one message at your standard network rate. RSPCA will receive 100% of your donation, excluding O2 customers where £2.96 will be received. By using this service, you agree that we may contact you in the future. If you’d rather we didn’t, text OPTOUT to 70030.receive 100% of your donation, excluding O2 customers where £2.96 will be received. By using this service, you agree that we may contact you in the future. If you’d rather we didn’t, text OPTOUT to 70030.
The RSPCA helps animals in England and Wales. Registered charity no: 219099
The RSPCA can only exist thanks to donations from people like you. So thank you in advance for your kindness.
Mobilise reporting tools
Regular PSMS v Direct Debit
Regular PSMS v Direct Debit
Lessons from the Third Sector
It's a mobile world
0
20
40
60
80
It's a mobile world
0
20
40
60
80
UK population v mobile handsets (m)
People Phones
Every mobile transaction is a CRM opportunity
Mobile is reinvigorating other marketing channels
Metrics and reporting - vital to measure ROI
Know your target market
Getty Images
Take the opportunity
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