using the mobile channel to your benefit – the what, why and how

Using the mobile channel to your benefit – the

what, why and how.

Masterclass Overview

• What is so special about the mobile channel?

• What, why and how– Fundraising

– Awareness

– Communication

• Practical demonstration

• Mobile as lever for social change

The four most used features of the mobile phone from a consumer

perspective?

Four most used….

• Make a call• Send a text message• Use as a torch• Use as an alarm clock

Why is the mobile phone becoming such an important mass media

channel?

Mobile Channel Facts & Predictions

NOW• 70m phones in the UK• 5 x more mobile phones than PCs worldwide • Mobile main route to internet in ‘unwired communities’

FUTURE• 80% of people will carry a connected mobile device within

5 ‐ 10 years• 2012 will see 4.9 Billion mobile subscribers, at a time

when the world population is expected to be about 7 billion

Fundraising

Fundraising – What

• Accepting donations through a mobile phone

• Mostly through text messaging • Also possible via mobile internet • User initiated• One off payment • Comes off the donor’s phone bill/credit

Fundraising – pull campaign e.g.

The Red Cross worked quickly with mobile to quickly support Charity donations to the Floods Appeal in the UK .

People sent FLOODS with the donation amount to 64483 e.g. to donate £10 just text FLOODS 10.

This was part of the overall donation mix that resulted in 300,000 pounds being donated in the first hour of the campaign.

Fundraising – Why

Why do I donate to a charity?

• I am inspired to a momentary sense of largess

• I can react immediately to an innate belief

• A quantifiable object for your money– Oxfam Direct campaign

• An instant response– An immediate response, no need for credit card details

• Getting something back– A free piece of content showing the value of your donation– A simple thank you

• Reward/Gratification– Emotional “I gave”

Fundraising – What makes a good campaign?

Fundraising How – Consumer journey

• Sees call to action • Sends in text message (‘donate’ to 87887) • Receives confirmation via return text • Potentially has opportunity to visit mobile internet site (e.g more info, gift aid)

• Full amount appears on bill or is removed from call credits

• Might get follow up communications

Fundraising – Technical & Commercial bit

Agency PC CLIENT PC

SMS platform

Web Interface (HTTP)MO/MT SMS (SMPP)

MO/MT SMS (SMPP)

MO/MT SMS (SMPP)

Operators (e.g. T-Mobile)Aggregator

•Operator typically takes 50% of revenue and bills full amount to consumer

•Aggregator charges for message costs, agency charges a management fee

Fundraising – push campaign e.g.

The UNHCR wanted to ask existing donors in Spain to help with the crisis appeal in Congo .

UNHCR Spain sent donors a text message, asking them to reply to donate €1.20 and pass on message.

This push got an average 5% response rate, so 5 out 100 people donated via their phones, while also raising awareness.

Fundraising – mobile internet e.g.

The mobile internet can also be used for fundraising.

People are sent a link within a text message to a mobile site, where they can donate. In the UK, such a site can be also be used for Giftaid.

When paying via mobile internet (WAP billing), more of the money (up to 90%) ends up in your pocket. Reach is significantly lower.

Fundraising – mobile rewards

Fundraising ‐ Considerations

• ROI hampered by operator share • Think viral – peer to peer distribution saves you money

• Think long term – don’t alienate donors or waste valuable data

• Think user experience – make donations easy, safe and trusted

Awareness & Engagement

Awareness & Engagement – What

• Using mobile to allow people to– Ask for more info

– Participate

• Normally integrated with other channels– TV

– Print

– Radio

– Outdoor

Awareness & Engagement – e.g.’s

Awareness & Engagement – Why

Why do I engage with a charity?

• A recent event has drove the charity subject to my attention

• I have opinions that can be voiced by the Charity to a wider audience

• A feeling of belonging– Membership to a cause specific organisation– Positive participation rather than passive recipient

• Instant and ongoing feedback– A quick way to talk part in a petition or poll

• A badge of honour – A digital membership card to be ‘worn’ as a wallpaper

• Reward/Gratification– Be part of something easily

Awareness & Engagement – What makes a good campaign?

Awareness & Engagement – Consumer journey

• Sees call to action

• Sends in text message (‘Yes’ to 87887)

• Receives feedback via return text – For more info call/click/go here

– Thank you for your vote

• Might get follow up communications

Technical & Commercial bit

Agency PC CLIENT PC

SMS platform


MO/MT SMS (SMPP)

MO/MT SMS (SMPP)


Aggregator charges for message costs, shortcode and keyword, agency charges a

management fee

Awareness & Engagement ‐ Considerations

• Reward participation

• Keep the door open for ongoing dialogue

• Ensure you have an opt‐out

• Keep user experience in mind (i.e. no two finger form filling)

Communication

Communication – What• Dialogue with existing stakeholders

– Members– Clients– Activists– Donors– Staff – etc

• Sending and receiving messages– Reminders– Appeals– Feedback and encouragement– Updates from the field – Anonymous suggestions/complaints– etc

• Using captured mobile numbers • Integrated with existing systems (CRM, e‐mail, Web)

Communication – e.g.’s

Attention. Your membership is due to expire the end of the month. Please take advantage of the many benefits an ABC membership has to offer by renewing today. Visit www.abc.org on your PC for more information or visit our mobile site for more info http://abc.mobi

Green Aware needs volunteers for next month’s big event. If you can spare some time on Saturday 3rd April to help set‐up, please call Sally Smith on 020 8767 8978 or REPLY ‘yes’to this message and we’ll call you back during office hours.

Thank you for taking part in the Cycle for Life event last weekend. So far we have received over £45,000 in sponsorship money. This is enough to pay for a whole ambulance! Please keep the money coming in! Cheques etc payable to Cycle for Life and sent to PO Box 675, London E11 7YP.

Green AwareABC Cycle4Life

Communication – Why

Why do I want an ongoing dialogue?

• I can give my voice to a cause

• I want to know what’s going on

• I need to be kept informed

• Active engagement – Taking part in a petition – Regular communication and feedback– An opportunity to give an opinion

• Being in the know– Learn about events as they happen

• Tool for productivity– Reach and inform activists– Coordinate events– Gauge and react to public opinion

Communication – What makes a good campaign?

Communication – How

• Simple message pushes (via online platforms)

• Dialogues (through integrated platforms)

Technical & Commercial bit

Agency PC CLIENT PC

SMS platform


MO/MT SMS (SMPP)

MO/MT SMS (SMPP)


Aggregator charges for message costs, agency charges a management fee, set‐up cost for integrating with existing systems (e.g. e‐mail

and CRM)

Communications ‐ Considerations

• Get permission and raise expectation

• Use sparingly – it’s a personal device

• Allow and advertise opt out

Practical DemonstrationSetting up and executing your own

text push campaign

Mobile as a grassroots tool

Citizen Journalism & Activism

Citizen ActivismAfter the elections in Zimbabwe in Spring 2008, mobile phones wereused as a vital communication tool to disseminate news andinformation. Dumisani Ndlela, a journalist in Zimbabwe, wrote about theuse of SMS jokes to make sense of the election stalemate at the time.

“One reads: “We would like to apologise to the nation for the laterelease of the presidential results. This is due to the rigging process,which is proving to be more difficult that we had anticipated.”Another one reads, “If ZEC fails to supply us with the presidentialelection results by the end of today, we will have no choice by get themfrom the black market.”

A Mobile Voice: The Use of Mobile Phones in Citizen Media – Mobile Active

Field reports

Helping markets work for small consumers

Resources

Web Resources• Mobile Campaigns / Marketing

– Mobile Marketing Association - mmaglobal.com– Mobile Marketing Magazine ‐mobilemarketingmagazine.co.uk

– Mob Happy ‐mobhappy.com

• Mobile technology– Google mobile ‐ googlemobile.blogspot.com/ – Frontline SMS ‐ frontlinesms.com

• Mobile activism – Mobile Active ‐

[email protected]@welovemobile.co.uk

www.welovemobile.co.uk

using the mobile channel to your benefit – the what, why and how

Technology