Is mobile technology the fundraisers' answer?
Post on 20-Dec-2014
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Is Mobile Technology the Fundraiser’s Answer?
Paul de Gregorio
@pauldegregorio
#lasatech11
What I’ll cover…
• Some data on mobile use• Some great case studies• What makes a great campaign• Local charities and individuals• 5 key things to take away• Questions …
Everyone has a mobile phone…
We love our mobile phones…• 90% of us keep our phone within 1
metre of us at all times.• 81% smartphone users admit never
turning their phone off. • 22% admit answering a call or
sending a text from the toilet. • 54% 18-24 yr olds have given to
charity spontaneously because of technology.
How we use our phones…
To send SMS messages…
take photos…
and access the internet…
and to use apps…
YOU DON’T NEED AN APP.
Our phones are getting smarter
Smartphone use is growing…
Smartphone use in 2011
SMS is still the most popular use…
Internet use up from 44% to 74%
“SMS is really really important”
Paul de GregorioKnow it all, Lasa Conference, 2011
“SMS is the number one priority for Coca Cola in
mobile”Gavin MehrotaDirector International Media, Coca Cola
“You need SMS to reach every single person on the
planet”Gavin MehrotaDirector International Media, Coca Cola
Why we should love SMS!
Anybody can send an SMS
You don’t need a smartphone to send an SMS
SMS messages are cheap to send and receive
91% of SMS messages are read within an hour
SMS can lead to an enhanced smartphone experience
SMS use in the UK…
How many texts sent every hour in 2009?
11 million!
In 2009 100 billion texts were sent in the UK
1,700 for every person in the UK
So is all this texting helping fundraisers…
In the beginning there was SMS…
Save the Children Gaza Appeal
What happened next…
• An overwhelming response• 180,000 texts in just a few days• A decision to fundraise!
Fundraising outcome…
• Called majority prospects with a regular giving ask
• c.9,000 new regular givers• Huge prospect pool for future appeals• Return on Investment of over 1:1
This was the moment that made the sector stop and
think…
… how do we do what Save the Children did?
So we can use SMS to generate hand raisers, who we can convert to
monthly giving…
But can we use SMS to actually raise money?
Charities have to pay VAT on my donations!
Charities have to pay VAT on my donations!
The networks keep up to 40% of my
donation!
Charities have to pay VAT on my donations!
The networks keep up to 40% of my
donation!
Today almost all the UK networks pass on 99% of
the donation
Text to donate campaigns…
Christian Aid Mosquito nets
12% will say yes to Direct
Debit
88% say NO!
“I don’t want to set up a Direct Debit.
Why can’t I give every month by text?”
So what makes a great SMS campaign…
Itch + Scratch = Relief
Clear Need + Clear Solution = Response
A child dies of malaria every 45 seconds
A £3 net will protect a child from the disease
Complex Need + Vague Solution = No Response
A quick word on media…
East Africa 2011
Over £1 Million
In 2 months
190,000 PSMS
East Africa 2011
Over £1 Million
In 2 months
190,000 PSMS
It’s easy if you’ve got a big budget!
What if you’ve got no budget…
The TEXT FOR TOMMY appeal…
What made this work…
A local story about a local hero
An accessible ask of just a £1
Huge interest from the local press
Full support of the football family
SMS is a great tool for your fundraisers
Pic of grandad
Text … PAUL71 £1
TO 70070
27% of donations were given by SMS
12% of the value was given by SMS
Five things to take away…
• Define your itch and scratch• Think creatively about where you put your
message• Mobile optimise everything• Test new things, expect to fail and have
fun• Help your donors use the available tools
QUESTIONS…
Paul de Gregorio
Head of Mobile, Open Fundraising
@pauldegregorio
paul.degregorio@openfundraising.com
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