Oisin Lunny - IoF Tech conference - mobile innovation

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Presentation from the the Institute of Fundraising Technology Special Interest Group conference, 17th May 2013, London

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Oisin Lunny - IoF Tech conference - mobile innovation

  1. 1. LessonsfromtheThirdSectorInnovatorssuccessfulcharitycampaignsonmobileOisinLunny,SeniorMarketDevelopmentManagerTechnology Group
  2. 2. BackgroundCasestudies:1.DEC2.FabergeBigEggHunt3.OpenFundraisingLessonsfromtheThirdSectorInnovatorsTechnology Group
  3. 3. "MIND THE GAP" by the Charities Aid Foundation, Sept 2012ChangingconsumerbehaviourTechnology Group
  4. 4. ChangingconsumerbehaviourSource: MobileSquaredTechnology Group
  5. 5. MobileprimaryinternetaccessSource: MCT USTechnology Group
  6. 6. MoremobiletrafficSource: SiteCounter Global Stats 11/12Technology Group
  7. 7. MoremobiletrafficTechnology Group
  8. 8. NewdevicesadoptedmorerapidlySource: AppleTechnology Group
  9. 9. Most-missedmediaactivitySource: Ofcom UK Adults’ Media Literacy, 2010Technology Group
  10. 10. BeawareofsmartphonepenetrationSource: InformaTechnology Group
  11. 11. !"#$%&&()$&*(+$+"#*,-.((*/0+*,1234560,7-$08*&+#,19:34560,7-$;0<*,+-:=5>0+#$;0<*,+-:=5>0))0,819?5!@6$A@BCDC*E07$&,**FCE0,E+-TheevolutionofmobilegivingSource: Everett, Gladwell, MaloneyTechnology Group
  12. 12. !"#$%&&()$&*(+$+"#*,-.((*/0+*,1234560,7-$08*&+#,19:34560,7-$;0<*,+-:=5>0+#$;0<*,+-:=5>0))0,819?5!@6$A@BCDC*E07$&,**FCE0,E+-Source: Everett, Gladwell, MaloneyTheevolutionofmobilegivingTechnology Group
  13. 13. !"#$%&&()$&*(+$+"#*,-.((*/0+*,1234560,7-$08*&+#,19:34560,7-$;0<*,+-:=5>0+#$;0<*,+-:=5>0))0,819?5!@6$A@BCDC*E07$&,**FCE0,E+-GH$ICDCCDC$8*(0%*(Source: Everett, Gladwell, MaloneyTheevolutionofmobilegivingTechnology Group
  14. 14. Source: nVision / Charity Awareness Monitor (nfpSynergy)Base: 1,000 online respondents aged 16+, GBMassivegrowthofSMSgiving%ofrespondentswhohavegiventocharityinlast3months“Inwhichofthefollowingwaysdidyougive?”Technology Group
  15. 15. MassivegrowthofSMSgivingTechnology Group
  16. 16. WhySMS?SMSareperceivedaspersonal90%ofSMSreadwithinanhourOneselfcontainedchannelforallMobileuserisincontrolinitialinteractionhasovercomethebiggestbarrieralreadyTechnology Group
  17. 17. Technology Group
  18. 18. DECpartnernetworkTechnology Group
  19. 19. KeywordstotrackROITechnology Group
  20. 20. GiftaidinnovationTechnology Group
  21. 21. GiftaidinnovationMEPTechnology Group
  22. 22. Results• 500%increaseinSMSdonations• 60%opt-intogiftaid• Doubletheresponsefromotherchannels• 25%addedtothesedonations• Over£1,500,000raisedbySMSandGiftaid• OpenMarketprocessedover£10,000/second• RecorddonationsbymobileforDECTechnology Group
  23. 23. Usingtheshortcodeonothermedia£0£75,000£150,000£225,000£300,000Usingtheshortcodeonothermedia£0£75,000£150,000£225,000£300,000TVAugust 2011TVTVevents/newspaperadsdrovepeakdonations,inparticularsupportfromITVPeakingat298kon08/07/11Technology Group
  24. 24. Technology Group
  25. 25. AWorldRecordbreakingcampaign,
  26. 26. withmobileshortcodesattheheartoftheengagementstrategy.
  27. 27. The2012campaignraisedover million,viasmsegghuntentries,andeggauctions.£1
  28. 28. capturingthepublic’simagination,whilegeneratingmassivegoodwillandpr.
  29. 29. The2013campaignwentnationalwith101eggsin5citiesintheUK.
  30. 30. Technology Group
  31. 31. When we found Archie, he weighed 3.2kg – just half what he should have. He hadn’t been fed fortwo 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 hedesperately needed to survive. But there are many more neglected dogs like Archie – and many morehungry mouths to feed.Text FEED to 70030 to give £3to feed and care for a dog like Archie.When we found Archie, he weighed 3.2kg – just half what he should have. He hadn’t been fed fortwo weeks and was so close to death that his temperature didn’t register on the vet’s thermometer.Will you help feed a doglike Archie until we canfind him a home?Beaten.Neglected.Starved.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 willThe 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 willreceive 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.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.The RSPCA helps animals in England and Wales. Registered charity no: 219099The RSPCA can only exist thanks to donations from people like you. So thank you in advance for your kindness.Technology Group
  32. 32. Technology Group
  33. 33. Technology Group
  34. 34. Technology Group
  35. 35. MobilisereportingtoolsTechnology Group
  36. 36. RegularPSMSvDirectDebitTechnology Group
  37. 37. RegularPSMSvDirectDebitTechnology Group
  38. 38. LessonsfromtheInnovatorsTechnology Group
  39. 39. Itsamobileworld020406080Itsamobileworld020406080UK population v mobile handsets (m)People PhonesTechnology Group
  40. 40. EverymobiletransactionisaCRMopportunityTechnology Group
  41. 41. MobileisreinvigoratingothermarketingchannelsTechnology Group
  42. 42. Metricsandreporting-vitaltomeasureROITechnology Group
  43. 43. KnowyourtargetmarketGetty ImagesTechnology Group
  44. 44. TellacompellingstoryusingtechnologyGetty ImagesTechnology Group
  45. 45. Taketheopportunityt h e n e w a l b u m f r o m g i v e a m a n a k i c k0 u t A p r i l 1 8 t hCypress ave Cork April 18thWhelans Dublin April 19thRoisin Dubh Galway April 24thDolans Limerick April 25thwww.myspace.com/giveamanakickPhoto: Give A Man A KickTechnology Group
  46. 46. UnderstandthekeydriversofperformanceTechnology Group
  47. 47. FocusonimprovingtheareasthatwillhavethebiggestimpactTechnology Group
  48. 48. LookwhereyoursupportersareTechnology GroupSource: http://www.moroch.com
  49. 49. AnonymityisoptionalTechnology GroupSource: http://www.moroch.com
  50. 50. BebrilliantatthebasicsTechnology Group
  51. 51. UsetheshortcodeeverywhereTechnology GroupSource: http://www.slideshare.net/lailatakeh/unice-fuk-mobilelearningslaila2013
  52. 52. OptimiseeverythingTechnology Group
  53. 53. Havea“MobileFirst”strategyTechnology GroupSource: http://www.moroch.com
  54. 54. Itsall“media”Technology Group
  55. 55. It’sallpartofthemixTechnology Group
  56. 56. LearnfromotherindustriesTechnology Group
  57. 57. KeepItShort&SimpleTechnology Group
  58. 58. ChoosetherightpartnerTechnology Group
  59. 59. customersandpartners
  60. 60. TEXT“OISIN”TO88600KEEPINTOUCH......ORFINDMEONLINKEDINTechnology Group

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