DEC Case Study - 15th September 2011 - AIME Oisin Lunny, Senior Market Development Manager, OpenMarket
OpenMarket case study - DEC
Nov 18, 2014
A case study presented to the AIME Charities Forum detailing how an OpenMarket proprietary solution raised over £1.5m for the Disasters and Emergency Committee in less than a month, and doubled the charities Opt-In by using mobile.
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DEC Case Study - 15th September 2011 - AIME
Oisin Lunny, Senior Market Development Manager, OpenMarket
Proprietary & Confidential to OpenMarket
About OpenMarket
Proprietary & Confidential to OpenMarket
3 Proprietary & Confidential to OpenMarket
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
Proprietary & Confidential to OpenMarket
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
Proprietary & Confidential to OpenMarket
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
Proprietary & Confidential to OpenMarket
Copyright MX Telecom Inc 2008Outdoor, press and TV call to action
A Mobilised Response
• Keywords:• AID• AFRICA• CRISIS• DONATE• INDI
Proprietary & Confidential to OpenMarket
A Mobilised Response
Proprietary & Confidential to OpenMarket
Copyright MX Telecom Inc 2008
• Mobilising the donation experience• Empowering the consumer• Convenient • Interactive• Instant• Familiar• Reliable• Effective
A Mobilised Response
Proprietary & Confidential to OpenMarket
Copyright MX Telecom Inc 2008
Mobile donation experience
Proprietary & Confidential to OpenMarket
Copyright MX Telecom Inc 2008
Mobile gift aid
Proprietary & Confidential to OpenMarket
Copyright MX Telecom Inc 2008
Mobile CRM
CMX2
The Results
15 Proprietary & Confidential to OpenMarket
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
16 Proprietary & Confidential to OpenMarket
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
17 Proprietary & Confidential to OpenMarket
Media coverage
18 Proprietary & Confidential to OpenMarket
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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