Lessons from the Third Sectorsuccessful charity campaigns on mobileOisin Lunny, Senior Market Development Manager

BackgroundCase studies:

1. DEC2. Faberge Big Egg Hunt3. Open Fundraising

Lessons from the Third Sector

"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: www.mycleveragency.com

Most-missed media activity

Source: Ofcom UK Adults’ Media Literacy, 2010

!"#$%&&'()$&*'(+$+"#*,-

.((*/0+*,12345

60,7-$08*&+#,19:345

60,7-$;0<*,'+-:=5

>0+#$;0<*,'+-:=5

>0))0,819?5

!@6$A@

BCD

C*E'07$&,**FCE0,E'+-

The evolution of mobile giving

Source: Everett, Gladwell, Maloney

!"#$%&&'()$&*'(+$+"#*,-

.((*/0+*,12345

60,7-$08*&+#,19:345

60,7-$;0<*,'+-:=5

>0+#$;0<*,'+-:=5

>0))0,819?5

!@6$A@

BCD

C*E'07$&,**FCE0,E'+-

Source: Everett, Gladwell, Maloney

The evolution of mobile giving

!"#$%&&'()$&*'(+$+"#*,-

.((*/0+*,12345

60,7-$08*&+#,19:345

60,7-$;0<*,'+-:=5

>0+#$;0<*,'+-:=5

>0))0,819?5

!@6$A@

BCD

C*E'07$&,**FCE0,E'+-

GH$ICDC

CDC$8*(0%*(

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?”

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

DEC partner network

Keywords to track ROI

Gift aid innovation

Gift aid innovation

ADJ2

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

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

The Faberge Big Egg HuntPaul de Gregorio

Head of Mobile at Open Fundraising

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.

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.

Mobilise reporting tools

Regular PSMS v Direct Debit

Regular PSMS v Direct Debit

Lessons from the Third Sector

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

Every mobile transaction is a CRM opportunity

Mobile is reinvigorating other marketing channels

Metrics and reporting - vital to measure ROI

Know your target market

Getty Images

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

Understand the key drivers of performance

Focus on improving the areas that will have the biggest impact

Be brilliant at the basics

Optimise everything

Keep It Short & Simple

Choose the right partner

customers and partners

** THANK YOU **

sales@uk.openmarket.com

www.openmarket.com

text “sales” to 88600

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