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Lessons from the Third Sector
successful charity campaigns on mobile
Oisin Lunny, Senior Market Development Manager
Background
Case studies:
  1. DEC
  2. Faberge Big Egg Hunt
  3. Open Fundraising
Lessons from the Third Sector
Changing consumer behaviour




      "MIND THE GAP" by the Charities Aid Foundation, Sept 2012
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
The evolution of mobile giving
              CE0,E'+-                  C*E'07$&,**F




             !"#$%&&'()$&*'(+$+"#*,-
                           !@6$A@BCD




                  60,7-$
                08*&+#,1               60,7-$;0<*,'+-               >0+#$;0<*,'+-   >0))0,81
                 9:345                      :=5                         :=5           9?5

.((*/0+*,1
   2345




                                           Source: Everett, Gladwell, Maloney
The evolution of mobile giving
              CE0,E'+-                  C*E'07$&,**F




             !"#$%&&'()$&*'(+$+"#*,-
                           !@6$A@BCD




                  60,7-$
                08*&+#,1               60,7-$;0<*,'+-               >0+#$;0<*,'+-   >0))0,81
                 9:345                      :=5                         :=5           9?5

.((*/0+*,1
   2345




                                           Source: Everett, Gladwell, Maloney
The evolution of mobile giving
                CE0,E'+-                  C*E'07$&,**F
                                                                                    CDC$
                                                                                  8*(0%*(


               !"#$%&&'()$&*'(+$+"#*,-
                             !@6$A@BCD



GH$ICDC

                    60,7-$
                  08*&+#,1               60,7-$;0<*,'+-               >0+#$;0<*,'+-         >0))0,81
                   9:345                      :=5                         :=5                 9?5

  .((*/0+*,1
     2345




                                             Source: Everett, Gladwell, Maloney
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?”




       Source: nVision / Charity Awareness Monitor (nfpSynergy)
            Base: 1,000 online respondents aged 16+, GB
Why SMS?
  SMS are perceived as personal
  90% of SMS read within an hour
  One self contained channel for all
  Mobile user is in control
  initial 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
TV     Peaking at 298k on 08/07/11                                 £300,000


                                                                   £225,000
                TV events / newspaper ads drove peak donations,
                in particular support from ITV
                                                                  £150,000
                 TV


                                                                  £75,000


                                                                  £0

                                             August 2011
The Faberge Big Egg Hunt
       Paul 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 £1 million,




   via sms egg hunt entries, and egg auctions.
capturing the public’s imagination,




   while generating massive goodwill and pr.
Beaten.
Neglected.
Starved.
Will you help feed a dog
like Archie until we can
find him a home?
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.
The RSPCA can only exist thanks to donations from people like you. So thank you in advance for your kindness.
The RSPCA helps animals in England and Wales. Registered charity no: 219099
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.
Mobilise reporting tools
Regular PSMS v Direct Debit
Regular PSMS v Direct Debit
Lessons from the Third Sector
It's a mobile world
     80

     60

     40

     20

      0
          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




                                                                                                         Photo: Give A Man A Kick
          the new album from giveamanakick                           Cypress ave Cork     April   18th
          0ut April 18th                                             Whelans Dublin       April   19th
                                                                     Roisin Dubh Galway   April   24th
          w w w. m y s p a c e . c o m / g i v e a m a n a k i c k   Dolans Limerick      April   25th
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
   Visit us at stand 26

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OpenMarket & Open Fundraising at Mobile Marketing Live #mmliveglobal

  • 1. Lessons from the Third Sector successful charity campaigns on mobile Oisin Lunny, Senior Market Development Manager
  • 2. Background Case studies: 1. DEC 2. Faberge Big Egg Hunt 3. Open Fundraising Lessons from the Third Sector
  • 3.
  • 4. Changing consumer behaviour "MIND THE GAP" by the Charities Aid Foundation, Sept 2012
  • 5. Changing consumer behaviour Source: MobileSquared
  • 6. Mobile primary internet access Source: MCT US
  • 7. More mobile traffic Source: www.mycleveragency.com
  • 8. Most-missed media activity Source: Ofcom UK Adults’ Media Literacy, 2010
  • 9. The evolution of mobile giving CE0,E'+- C*E'07$&,**F !"#$%&&'()$&*'(+$+"#*,- !@6$A@BCD 60,7-$ 08*&+#,1 60,7-$;0<*,'+- >0+#$;0<*,'+- >0))0,81 9:345 :=5 :=5 9?5 .((*/0+*,1 2345 Source: Everett, Gladwell, Maloney
  • 10. The evolution of mobile giving CE0,E'+- C*E'07$&,**F !"#$%&&'()$&*'(+$+"#*,- !@6$A@BCD 60,7-$ 08*&+#,1 60,7-$;0<*,'+- >0+#$;0<*,'+- >0))0,81 9:345 :=5 :=5 9?5 .((*/0+*,1 2345 Source: Everett, Gladwell, Maloney
  • 11. The evolution of mobile giving CE0,E'+- C*E'07$&,**F CDC$ 8*(0%*( !"#$%&&'()$&*'(+$+"#*,- !@6$A@BCD GH$ICDC 60,7-$ 08*&+#,1 60,7-$;0<*,'+- >0+#$;0<*,'+- >0))0,81 9:345 :=5 :=5 9?5 .((*/0+*,1 2345 Source: Everett, Gladwell, Maloney
  • 12. 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?” Source: nVision / Charity Awareness Monitor (nfpSynergy) Base: 1,000 online respondents aged 16+, GB
  • 13. Why SMS? SMS are perceived as personal 90% of SMS read within an hour One self contained channel for all Mobile user is in control initial interaction has overcome the biggest barrier already
  • 14.
  • 19. 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
  • 20. Using the shortcode on other media TV Peaking at 298k on 08/07/11 £300,000 £225,000 TV events / newspaper ads drove peak donations, in particular support from ITV £150,000 TV £75,000 £0 August 2011
  • 21. The Faberge Big Egg Hunt Paul de Gregorio Head of Mobile at Open Fundraising
  • 22. A World Record breaking campaign,
  • 23. with mobile shortcodes at the heart of the engagement strategy.
  • 24. The overall campaign raised over £1 million, via sms egg hunt entries, and egg auctions.
  • 25. capturing the public’s imagination, while generating massive goodwill and pr.
  • 26.
  • 27. Beaten. Neglected. Starved. Will you help feed a dog like Archie until we can find him a home? 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. The RSPCA can only exist thanks to donations from people like you. So thank you in advance for your kindness. The RSPCA helps animals in England and Wales. Registered charity no: 219099 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.
  • 28.
  • 29.
  • 30.
  • 32. Regular PSMS v Direct Debit
  • 33. Regular PSMS v Direct Debit
  • 34. Lessons from the Third Sector
  • 35. It's a mobile world 80 60 40 20 0 UK population v mobile handsets (m) People Phones
  • 36. Every mobile transaction is a CRM opportunity
  • 37. Mobile is reinvigorating other marketing channels
  • 38. Metrics and reporting - vital to measure ROI
  • 39. Know your target market Getty Images
  • 40. Take the opportunity Photo: Give A Man A Kick the new album from giveamanakick Cypress ave Cork April 18th 0ut April 18th Whelans Dublin April 19th Roisin Dubh Galway April 24th w w w. m y s p a c e . c o m / g i v e a m a n a k i c k Dolans Limerick April 25th
  • 41. Understand the key drivers of performance
  • 42. Focus on improving the areas that will have the biggest impact
  • 43. Be brilliant at the basics
  • 45. Keep It Short & Simple
  • 46. Choose the right partner
  • 48. ** THANK YOU ** sales@uk.openmarket.com www.openmarket.com text “sales” to 88600 Visit us at stand 26