darron mark, instagiv - mobile fundraising
DESCRIPTION
Presentation by Darron Mark from instaGiv at Enlighten Digital Conference at Google Campus, London on Weds 1 May 2013.TRANSCRIPT
@instaGivDarron
Darron Mark
@instaGivDarron
DIGITAL STRATEGY &THE FEAR OF FAILING
@instaGivDarron
LEAVE THE DOGMA BEHIND
Two Rule Books For Profit
Not For Profit
Advertising
Innovation
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“41% of marketing professionals worldwide named the growth of marketing channels and devices as the top challenge to face their company over the next few years.”
GROWTH OF DEVICES AND CHANNELS
IBM’s May 2012 survey of, “The state of Marketing 2012”
@instaGivDarron
How many of you have an ACTIVE:Facebook Campaign Page?Twitter Campaign?Poster Campaign?Radio Campaign?TV Campaign?
SHOW OF HANDS
@instaGivDarron
Why are we so against charities spending money on ‘advertising’..?
YOU HAVE TO SPECULATE TO…
@instaGivDarron
“When you inhibit failure you kill innovation. When you kill innovation you can’t raise more revenue. If you can’t raise more revenue you can’t grow, and if you can’t grow you can’t possibly solve large social problems.”
- Dan Pallotta
FRUGALITY OVER MORALITY
@instaGivDarron
If you haven’t told people what you have done, then how will they know to help you do more of what you are doing?
UPDATE THEM WHEN YOUR ASKING
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Don’t just TAKE the money and run, keep them informed…
A DONATION IS NOT JUST FOR CRIMBO
@instaGivDarron
Overheads are not the enemy!Spending on subscribers is an
investmentStay connected
LONG TERM PLANNING
@instaGivDarron
WORK SMARTER, not harder
Manage data through the tracking of performance
WORKING WITH WHAT YOU HAVE
@instaGivDarron
WHO, WHAT, WHY AND WHEN
HOW DO YOU KNOW IT
WAS ME WHO GAVE YOU A DONATION?
@instaGivDarron
What’s a digital channel..?Social MediaWebsiteVideoSMS
DIGITAL CHANNELS
@instaGivDarron
CONNECTING OFFLINE WITH ONLINE
Charity: Amnesty Int UKCampaign: Radios for BurmaKeyword: RADIO3Media: Print, Online, SocialinstaGiv Product: i-Campaign
Supporter sends text donation
Outbound ‘Thank
you’ SMS & video
link
Outbound Call to
convert to DD
@instaGivDarron
How many of you are able to ACCEPT:SMS Donations?Regular SMS Donations?
SHOW OF HANDS
@instaGivDarron
REGULAR SMS GIVING
Regular Giving
Key Features• No Cash No Credit Card• Instant Signup• Multiple Amounts• 100% Operator Payout• Automated SKIP/STOP Option• Online ‘Real Time’ Dashboard
@instaGivDarron
LETS CONNECT…
Text REGULAR to 70555
@instaGivDarron
SMS DONATIONS & MOBILE PAGES
@instaGivDarron
KEEP UP & FOLLOW UP
Post New Videos
Get Fundraiser Stories
Add Donation Information
@instaGivDarron
Have them sign up digitallyHave them raise funds digitally
CREATE DIGITAL FUNDRAISERS
@instaGivDarron
CANCER RESEARCH UK
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MACMILLAN CASE STUDY
Charity:Macmillan Cancer SupportCampaign: WBCM2012/13Keyword: COFFEE - 70550Media: AllProduct: i-Campaign
Text Register
Call Centre
Call Back
Host Pack & Unique Shortcode
Posted
Call Centre Gift Aid Request
Call Centre
DD Offer
@instaGivDarron
How many of you are using GOOGLE GRANTS?£5,000 Adwords Per MonthDirect Links to Donation Pages
SHOW OF HANDS
@instaGivDarron
3 Screen Interactive Users55% of Browser Traffic is now mobile
basedMobile as a (Regular) Payment
PathwaySMS, payforIT, Google Pay, PayPal, Credit
Card, Facebook Credits, NFR
THINK MOBILE
@instaGivDarron
FINALLY…
Q & A