staying fully compliant with mobile and sms
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Staying Fully Compliant with Mobile and SMSOisin Lunny, Senior Market Development Manager
12th February 2013
Proprietary & Confiden0al to OpenMarket
Mobile Engagement is Everywhere!
Proprietary & Confiden0al to OpenMarket
Your Trusted Partner for Mobile Engagement
OpenMarket are...
Proprietary & Confiden0al to OpenMarket
OpenMarket provide...
“The industry-leading, cloud-based Mobile Engagement Platform, allowing customers to create
complex mobile solutions without the need for their own technical
infrastructure.”
Proprietary & Confiden0al to OpenMarket
OpenMarket customers include...
The MarketThe RegulatorPrior Permission for Regular SMS GivingVATCase StudiesConclusion / Q&A
Agenda
THE MARKET
"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: SiteCounter Global Stats 11/12
New devices adopted more rapidly
Source: Apple
Most-missed media activity
Source: Ofcom UK Adults’ Media Literacy, 2010
Be aware of smartphone penetration
Source: Informa
The 0pping point theory
Innovators2.5%
Early adopters13.5%
Early majority34%
Late majority34%
Laggards16%
THE CH
ASM
Social proofScarcity
The evolution of mobile giving
Source: Everett, Gladwell, Maloney
The 0pping point theory
Innovators2.5%
Early adopters13.5%
Early majority34%
Late majority34%
Laggards16%
THE CH
ASM
Social proofScarcity
Source: Everett, Gladwell, Maloney
The evolution of mobile giving
The 0pping point theory
Innovators2.5%
Early adopters13.5%
Early majority34%
Late majority34%
Laggards16%
THE CH
ASM
Social proofScarcity
RG PSMS
SMS dona0on
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?”
Regular PSMS v Direct Debit
Regular PSMS v Direct Debit
Why SMS?
Source: PhonepayPlus “Charitable Donations by Premium Rate Research”
Why SMS?
Source: PhonepayPlus “Charitable Donations by Premium Rate Research”
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
THE REGULATOR
The PhonepayPlus Code Of Practice
clear and accurate pricing informationhonest advertising and service contentappropriate and targeted promotions
The PhonepayPlus Code Of Practice - 7.9
The PhonepayPlus Code Of Practice
Charities Act 1992 (amended 2006)Lotteries & Prize CompetitionsAdvertising Standards Authority (ASA)Committee of Advertising Practice Codes (CAP)Duty of TrusteesTrading company
PhonePayPlus Research
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.
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 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.
Advertising Best Practice
Bates, Wells & Braithwaite
PhonePayPlus / BWB Guidelines
PhonePayPlus / BWB Guidelines
PhonePayPlus / BWB Guidelines
Prior Permission
Prior Permission Exemption
Prior Permission Exemption
PhonepayPlus - Prior Permission
PhonepayPlus - Prior Permission
PhonepayPlus - Prior Permission
PhonepayPlus - Prior Permission
Prior Permissions Form for Regular Giving
PhonepayPlus
Level 1 aggregator (mandatory)
Prior Permissions Application Structure
Agency (optional)
Charity
Initial application
Prior Permissions Application Timing
Subsequent applications
6-8 weeks
5 days
Shortcode provisioning 3-7 weeks
VAT
70XXX70XXXCharity Shortcode Range = VAT exempt
Mobile Data AssociationFramework for Mobile Charitable donations
Mobile Data AssociationFramework for Mobile Charitable donations
DEC partner network
Keywords to track ROI
Gift aid innovation
Gift aid innovation
MEP
Gift aid compliance
you need to have an auditable record of the donors names & addresses
Fully complaint, excellent 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
The importance of marketing
£0
£75,000
£150,000
£225,000
£300,000TV
TV
TV events / newspaper ads drove peak donations, in particular support from ITV
Peaking at 298k on 08/07/11
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.
IN CONCLUSION
Choose the right partner!
Work closely with the regulatorand their guidelines
Top Three Considerations
Prior PermissionsVAT / 70XXX shortcodeGift Aid
TEXT “OISIN” TO 88600KEEP IN TOUCH...
... OR FIND ME ON LINKEDIN
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