dec & openmarket "mobile giving and beyond, the evolution and future of a mobilised third...
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MOBILE GIVING & BEYONDKATHRYN BROOKE
DIRECT MARKETING MANAGER @DECAPPEAL
@ETHICALCHALLENG
OISIN LUNNY SENIOR MARKET DEVELOPMENT MANAGER
@OPENMARKET @OISINLUNNY
#IOFNFC
Technology trends
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Technology trends
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Technology trends
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Technology trends
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Technology trends
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Technology trends
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Technology trends
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Technology trends
7,491,627,663mobile connections
7,326,702,524current world population
Technology trends
Technology trends
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Your donors are changing
MILLENIALS now outnumber BABYBOOMERS
Young,'Educated,'Social'&'Mobile'
Your donors are changing
MILLENIALS own more
THAN
Your donors are changing
Customer support
Purchasing
Security !Appointment Reminders
Online banking
Satisfaction survey
of text messages read within
the first
98%
10 minutes
Service alerts
Technology trends
Technology trends
A Planet Of The Smartphones …populated by ….phono-sapiens.
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Technology trends
The phono-sapien in numbers: • The average American is on their smartphone
for over two hours every day. • Asked which media they would miss most,
British teenagers pick mobile devices over TV sets, PCs and games consoles.
• Nearly 80% of smartphone-owners check messages, news or other services within 15 minutes of getting up.
• About 10% admit to having used the gadget during sex.
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B. Bonin Bough (@boughb)
“Mobile devices are as addic/ve as
cocaine.”
So, basically…
Retail - iBeacon example
Retail - Apple Pay (NFC) example
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“NFC is now mainstream fundraising tech in Hong Kong” @darylupsall
Wearables!
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Apple Pay to launch in UK on 14th July
Media
Silo smashing
Use mobile as the glue…
“Operationalise mobile, don’t treat is as a project. Its an enabling technology that will transform your business.” Julie Ask, Forrester
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Lets just let that sink in…
Bee the best you can bee
How to leverage mobile engagement to be the best you can be…
Mobile Fundraising
MobileEngagement
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Keep talking
Don’t thank your donors with silence, or indeed tumbleweeds…
Keep talking
Great example of engaging mobile content extending the donor relationship
Personalise around the mobile device
OpenMarket’s frictionless gift aid solution has seen opt-in rates of 60% for the DEC
Optimise the user journey
https://www.masterofmalt.com/Blog/post/Glenfarclas-105-Winners-Running-21-Miles-for-Charity-to-Claim-Prize.aspx
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Optimise larger mobile donations
Donors want to give more, but many are not aware you can do this by SMS
Stop advertising, start engaging
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The mobile effect
“At OpenMarket we are honoured to underpin some of the largest mobile
fundraising pioneers such as the Disasters & Emergency Committee,
Cancer Research UK, Save The Children, Open Fundraising and InstaGiv. Last year
alone our systems processed over £30,000,000 for UK charities.”
About OpenMarket
Read more ->
OpenMarket White Paperbit.ly/OMwhitepaper
Download this free white paper on how mobile is shaping a new CX paradigm
Download ->
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• ‘Pop up’ charity
• 13 Member Agencies
• Large humanitarian crises
• Emergency fundraising only
• 2/3 weeks lead fundraising - PJA
• MA’s deliver the aid – not DEC
THE DEC
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• Launched in 1963
• Done 66 appeals in total
• Raising £1.1 billion
• 2004 Tsunami put us on the map
• Record breaking fundraising levels
THE DEC – THE HISTORY
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Criteria for launching is:
• Does the scale and urgency of the
disaster call for decisive action?
• Are our member agencies in a position
to provide effective and swift
humanitarian assistance?
• Will the public support us?
THE DEC
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• 1 short code, multiply keywords
• Huge spike from TV appeals
• Outbound SMS
• Ask for money and making sure
donors know we are appealing
• Regular giving tests
• Results from last 4 appeals
HOW THE DEC USES SMS
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TOTAL SMS INCOMEPhilippines) Nepal Gaza Ebola
SMS 1,410,000.00£)))) 1,505,805.00£)))) 465,805.00£)))))))) 412,910.00£))))))))
Peaking at £298k in one day with TV support
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THE POWER OF MOBILE + TV
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OUTBOUND SMS RESULTS
PTA$ROI GCA$ROI ECA$ROI NEA$ROIOutbound$SMS 9.87 9.96 6.12 16
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REGULAR GIVING RESULTS
Volume Time Value Response CPRG
Philippines 10,000 2 months £3/month 2.10% £4.29
Gaza 10,000 1 week £3/month 5.00% £1.80
Ebola 10,000 1 week £3/month 5.30% £1.70
Nepal 50,000 1 week £3/month 2.60% £3.51
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Keeping your audience engaged when you only have a mobile number:
• Remember to keep in touch every 6 months • Mobile first website • Mobile friendly donating site too • Ask donors to be involved • SMS donors asked to give feedback on the
new site before launch • Use mobile friendly suppliers
e.g. Justgiving
MOBILE ENGAGEMENT
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• Test different asks
• RG versus one off
• Like on Facebook versus visit web
• Donor surveys
• Gift aid asks
• Engage via social media
• And vice versa
• Use Facebook/Twitter as an ask
• Include in thank you
MOBILE ENGAGEMENT
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• Match mobile donors to database and segment
• Easier said than done!
• Mobile data is very fast – useful in an emergency
• Track via keyword – but keep manageable
• Collect gift aid data – demographic insight
• Trends for how many people are giving online –
payment platform that works on mobile v important.
• What is mobile conversion like?
MOBILE DATA -> MOBILE STRATEGY
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USE THE SHORTCODE EVERYWHERE
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MOBILE OPTIMISED GIFTAID
THANK YOUKATHRYN BROOKE
DIRECT MARKETING MANAGER @DECAPPEAL
@ETHICALCHALLENG
OISIN LUNNY SENIOR MARKET DEVELOPMENT MANAGER
@OPENMARKET @OISINLUNNY
#IOFNFC