As part of the Third Sector "Integrated Digital Fundraising, Marketing & Comms" conference I had a look at the latest developments in mobile consumer behaviour, and the innovators embracing mobile in the Third Sector. The presentation looked at companies successfully using seamless mobile payment and CRM solutions, and what lessons to take on board for fundraising strategies.

1. Lessons from the Third Sector Innovators
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 Innovators

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: SiteCounter Global Stats 11/12

8. New devices adopted more rapidly
Source: Apple

9. Most-missed media activity
Source: Ofcom UK Adults’ Media Literacy, 2010

10. Be aware of smartphone penetration
Source: Informa

11. The evolution of mobile giving
CE0,E'+- C*E'07$&,**F
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!@6$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

12. The evolution of mobile giving
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2345
Source: Everett, Gladwell, Maloney

13. The evolution of mobile giving
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CDC$
8*(0%*(
!"#$%&&'()$&*'(+$+"#*,-
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Source: Everett, Gladwell, Maloney

14. 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

15. 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

16. Disasters and Emergency Committee

17. DEC partner network

18. Keywords to track ROI

19. Gift aid innovation

20. Gift aid innovation
CMX2

21. 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

22. 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

23. The Faberge Big Egg Hunt

24. A World Record breaking campaign,

25. with mobile shortcodes
at the heart of the engagement strategy.

26. The overall campaign raised over £1 million,
via sms egg hunt entries, and egg auctions.

27. capturing the public’s imagination,
while generating massive goodwill and pr.

28. Open Fundraising

29. 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.

33. Mobilise reporting tools

34. Regular PSMS v Direct Debit

35. Regular PSMS v Direct Debit

36. Lessons from the Innovators

37. It's a mobile world
80
60
40
20
0
UK population v mobile handsets (m)
People Phones

38. Every mobile transaction
is a CRM opportunity

39. Mobile
is
reinvigorating
other
marketing
channels

40. Metrics and reporting - vital to measure ROI

41. Know your target market
Getty Images

42. 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

43. Understand the key drivers of performance

44. Focus on improving the areas
that will have the biggest impact

45. Be brilliant at the basics

46. Optimise everything

47. Keep It Short & Simple

48. Choose the right partner

49. customers and partners

50. ** THANK YOU **
sales@uk.openmarket.com
www.openmarket.com
text “sales” to 88600