OpenMarket case study - DEC
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DEC Case Study - 15th September 2011 - AIME
Oisin Lunny, Senior Market Development Manager, OpenMarket
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About OpenMarket
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DEC
• Founded 1963 • Umbrella organisation • Collects donations on behalf of 13 charities
(e.g. Oxfam & Save the Children)• Proceeds used to deliver effective and timely
help to people affected by major disasters, such as floods, earthquakes or famine.
4 Proprietary & Confidential to OpenMarket
DEC Partner Network
Background, Emergency and A Mobilised Response
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Copyright MX Telecom Inc 2008
Background
• More internet access via mobile• Mobile addresses new market• Incremental revenues• Complete transparency• Greater accountability• Tracking for corporate support• Perception of mobile operators “skimming”
off the top had been a block to donations
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Copyright MX Telecom Inc 2008
The Emergency
• Thousands fleeing Somalia to Kenya and Ethiopia to escape drought and conflict
• Drought followed four years of poor rains• Chronic child malnutrition• Starvation of livestock• Soaring food prices• 10m lives at risk
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Copyright MX Telecom Inc 2008Outdoor, press and TV call to action
A Mobilised Response
• Keywords:• AID• AFRICA• CRISIS• DONATE• INDI
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A Mobilised Response
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Copyright MX Telecom Inc 2008
• Mobilising the donation experience• Empowering the consumer• Convenient • Interactive• Instant• Familiar• Reliable• Effective
A Mobilised Response
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Copyright MX Telecom Inc 2008
Mobile donation experience
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Copyright MX Telecom Inc 2008
Mobile gift aid
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Copyright MX Telecom Inc 2008
Mobile CRM
CMX2
The Results
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The Results
• 500% increase in SMS donations• 60% responded to gift aid request• Double the response from other channels• 25% added to these donations• £1,250,000 raised by SMS alone• OpenMarket processed over £10,000 /second*• Record donations by mobile for DEC• 100% of mobile donations go to DEC
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TV
August 2011
TV
TV events / newspaper ads drove peak donations, in particular TV support from ITV
Peaking at £298k on 08/07/11
The Results
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Media coverage
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DEC on the campaign
“By giving people the ability to donate by simply texting means that thousands of people without credit cards or unable to donate in person can, with a single SMS, help us help others.”
Polly Gilchrist Fundraising Manager, DEC
19 Proprietary & Confidential to OpenMarket
In Summary
• Enhanced the fundraising drive• Additional value from new revenue streams• Did not cannibalise “traditional” channels • Clever platform to engage the consumer• Gift aid opt-in was maximised, generating
significant donation uplift• Proves that SMS is an effective, responsive
consumer engagement tool for charities
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