Download - OpenMarket case study - DEC
![Page 1: OpenMarket case study - DEC](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ac9b3af795954498b4a9f/html5/thumbnails/1.jpg)
DEC Case Study - 15th September 2011 - AIME
Oisin Lunny, Senior Market Development Manager, OpenMarket
![Page 2: OpenMarket case study - DEC](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ac9b3af795954498b4a9f/html5/thumbnails/2.jpg)
Proprietary & Confidential to OpenMarket
About OpenMarket
Proprietary & Confidential to OpenMarket
![Page 3: OpenMarket case study - DEC](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ac9b3af795954498b4a9f/html5/thumbnails/3.jpg)
3 Proprietary & Confidential to OpenMarket
DEC
• Founded 1963 • Umbrella organisation • Collects donations on behalf of 13 charities
(e.g. Oxfam & Save the Children)• Proceeds used to deliver effective and timely
help to people affected by major disasters, such as floods, earthquakes or famine.
![Page 4: OpenMarket case study - DEC](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ac9b3af795954498b4a9f/html5/thumbnails/4.jpg)
4 Proprietary & Confidential to OpenMarket
DEC Partner Network
![Page 5: OpenMarket case study - DEC](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ac9b3af795954498b4a9f/html5/thumbnails/5.jpg)
Background, Emergency and A Mobilised Response
![Page 6: OpenMarket case study - DEC](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ac9b3af795954498b4a9f/html5/thumbnails/6.jpg)
Proprietary & Confidential to OpenMarket
Copyright MX Telecom Inc 2008
Background
• More internet access via mobile• Mobile addresses new market• Incremental revenues• Complete transparency• Greater accountability• Tracking for corporate support• Perception of mobile operators “skimming”
off the top had been a block to donations
![Page 7: OpenMarket case study - DEC](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ac9b3af795954498b4a9f/html5/thumbnails/7.jpg)
Proprietary & Confidential to OpenMarket
Copyright MX Telecom Inc 2008
The Emergency
• Thousands fleeing Somalia to Kenya and Ethiopia to escape drought and conflict
• Drought followed four years of poor rains• Chronic child malnutrition• Starvation of livestock• Soaring food prices• 10m lives at risk
![Page 8: OpenMarket case study - DEC](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ac9b3af795954498b4a9f/html5/thumbnails/8.jpg)
Proprietary & Confidential to OpenMarket
Copyright MX Telecom Inc 2008Outdoor, press and TV call to action
A Mobilised Response
![Page 9: OpenMarket case study - DEC](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ac9b3af795954498b4a9f/html5/thumbnails/9.jpg)
• Keywords:• AID• AFRICA• CRISIS• DONATE• INDI
Proprietary & Confidential to OpenMarket
A Mobilised Response
![Page 10: OpenMarket case study - DEC](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ac9b3af795954498b4a9f/html5/thumbnails/10.jpg)
Proprietary & Confidential to OpenMarket
Copyright MX Telecom Inc 2008
• Mobilising the donation experience• Empowering the consumer• Convenient • Interactive• Instant• Familiar• Reliable• Effective
A Mobilised Response
![Page 11: OpenMarket case study - DEC](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ac9b3af795954498b4a9f/html5/thumbnails/11.jpg)
Proprietary & Confidential to OpenMarket
Copyright MX Telecom Inc 2008
Mobile donation experience
![Page 12: OpenMarket case study - DEC](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ac9b3af795954498b4a9f/html5/thumbnails/12.jpg)
Proprietary & Confidential to OpenMarket
Copyright MX Telecom Inc 2008
Mobile gift aid
![Page 13: OpenMarket case study - DEC](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ac9b3af795954498b4a9f/html5/thumbnails/13.jpg)
Proprietary & Confidential to OpenMarket
Copyright MX Telecom Inc 2008
Mobile CRM
CMX2
![Page 14: OpenMarket case study - DEC](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ac9b3af795954498b4a9f/html5/thumbnails/14.jpg)
The Results
![Page 15: OpenMarket case study - DEC](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ac9b3af795954498b4a9f/html5/thumbnails/15.jpg)
15 Proprietary & Confidential to OpenMarket
The Results
• 500% increase in SMS donations• 60% responded to gift aid request• Double the response from other channels• 25% added to these donations• £1,250,000 raised by SMS alone• OpenMarket processed over £10,000 /second*• Record donations by mobile for DEC• 100% of mobile donations go to DEC
![Page 16: OpenMarket case study - DEC](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ac9b3af795954498b4a9f/html5/thumbnails/16.jpg)
16 Proprietary & Confidential to OpenMarket
TV
August 2011
TV
TV events / newspaper ads drove peak donations, in particular TV support from ITV
Peaking at £298k on 08/07/11
The Results
![Page 17: OpenMarket case study - DEC](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ac9b3af795954498b4a9f/html5/thumbnails/17.jpg)
17 Proprietary & Confidential to OpenMarket
Media coverage
![Page 18: OpenMarket case study - DEC](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ac9b3af795954498b4a9f/html5/thumbnails/18.jpg)
18 Proprietary & Confidential to OpenMarket
DEC on the campaign
“By giving people the ability to donate by simply texting means that thousands of people without credit cards or unable to donate in person can, with a single SMS, help us help others.”
Polly Gilchrist Fundraising Manager, DEC
![Page 19: OpenMarket case study - DEC](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ac9b3af795954498b4a9f/html5/thumbnails/19.jpg)
19 Proprietary & Confidential to OpenMarket
In Summary
• Enhanced the fundraising drive• Additional value from new revenue streams• Did not cannibalise “traditional” channels • Clever platform to engage the consumer• Gift aid opt-in was maximised, generating
significant donation uplift• Proves that SMS is an effective, responsive
consumer engagement tool for charities