Is mobile technology the fundraisers' answer?

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

[email protected]