oisin lunny - iof tech conference - mobile innovation
DESCRIPTION
Presentation from the the Institute of Fundraising Technology Special Interest Group conference, 17th May 2013, LondonTRANSCRIPT
Lessons from the Third Sector Innovatorssuccessful charity campaigns on mobileOisin Lunny, Senior Market Development Manager
Technology Group
BackgroundCase studies:
1. DEC2. Faberge Big Egg Hunt3. Open Fundraising
Lessons from the Third Sector Innovators
Technology Group
"MIND THE GAP" by the Charities Aid Foundation, Sept 2012
Changing consumer behaviour
Technology Group
Changing consumer behaviour
Source: MobileSquared Technology Group
Mobile primary internet access
Source: MCT US Technology Group
More mobile traffic
Source: SiteCounter Global Stats 11/12 Technology Group
More mobile traffic
Technology Group
New devices adopted more rapidly
Source: Apple Technology Group
Most-missed media activity
Source: Ofcom UK Adults’ Media Literacy, 2010 Technology Group
Be aware of smartphone penetration
Source: Informa Technology Group
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The evolution of mobile giving
Source: Everett, Gladwell, Maloney Technology Group
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Source: Everett, Gladwell, Maloney
The evolution of mobile giving
Technology Group
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Source: Everett, Gladwell, Maloney
The evolution of mobile giving
Technology Group
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?”
Technology Group
Massive growth of SMS giving
Technology Group
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
Technology Group
Technology Group
DEC partner network
Technology Group
Keywords to track ROI
Technology Group
Gift aid innovation
Technology Group
Gift aid innovation
MEP
Technology Group
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
Technology Group
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
Technology Group
Technology Group
A World Record breaking campaign,
with mobile shortcodes
at the heart of the engagement strategy.
The 2012 campaign raised over million,
via sms egg hunt entries, and egg auctions.
£1
capturing the public’s imagination,
while generating massive goodwill and pr.
The 2013 campaign went national
with 101 eggs in 5 cities in the UK.
Technology Group
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.
Technology Group
Technology Group
Technology Group
Technology Group
Mobilise reporting tools
Technology Group
Regular PSMS v Direct Debit
Technology Group
Regular PSMS v Direct Debit
Technology Group
Lessons from the Innovators
Technology Group
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
Technology Group
Every mobile transaction is a CRM opportunity
Technology Group
Mobile is reinvigorating other marketing channels
Technology Group
Metrics and reporting - vital to measure ROI
Technology Group
Know your target market
Getty Images
Technology Group
Tell a compelling story using technology
Getty Images
Technology Group
Take the opportunity
t h e n e w a l b u m f r o m g i v e a m a n a k i c k 0 u t A p r i l 1 8 t h
Cypress ave Cork Apr i l 18thWhelans Dubl in Apr i l 19thRoisin Dubh Galway Apr i l 24thDolans Limerick Apr i l 25thwww.myspace.com/g iveamanak ick
Photo: Give A Man A Kick
Technology Group
Understand the key drivers of performance
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Focus on improving the areas that will have the biggest impact
Technology Group
Look where your supporters are
Technology GroupSource: http://www.moroch.com
Anonymity is optional
Technology GroupSource: http://www.moroch.com
Be brilliant at the basics
Technology Group
Use the shortcode everywhere
Technology GroupSource: http://www.slideshare.net/lailatakeh/unice-fuk-mobilelearningslaila2013
Optimise everything
Technology Group
Have a “Mobile First” strategy
Technology GroupSource: http://www.moroch.com
Its all “media”
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It’s all part of the mix
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Learn from other industries
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Keep It Short & Simple
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Choose the right partner
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customers and partners
TEXT “OISIN” TO 88600KEEP IN TOUCH...
... OR FIND ME ON LINKEDIN
Technology Group