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

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 Presentation Transcript

  • 1. LessonsfromtheThirdSectorInnovatorssuccessfulcharitycampaignsonmobileOisinLunny,SeniorMarketDevelopmentManagerTechnology Group
  • 2. BackgroundCasestudies:1.DEC2.FabergeBigEggHunt3.OpenFundraisingLessonsfromtheThirdSectorInnovatorsTechnology Group
  • 3. "MIND THE GAP" by the Charities Aid Foundation, Sept 2012ChangingconsumerbehaviourTechnology Group
  • 4. ChangingconsumerbehaviourSource: MobileSquaredTechnology Group
  • 5. MobileprimaryinternetaccessSource: MCT USTechnology Group
  • 6. MoremobiletrafficSource: SiteCounter Global Stats 11/12Technology Group
  • 7. MoremobiletrafficTechnology Group
  • 8. NewdevicesadoptedmorerapidlySource: AppleTechnology Group
  • 9. Most-missedmediaactivitySource: Ofcom UK Adults’ Media Literacy, 2010Technology Group
  • 10. BeawareofsmartphonepenetrationSource: InformaTechnology Group
  • 11. !"#$%&&()$&*(+$+"#*,-.((*/0+*,1234560,7-$08*&+#,19:34560,7-$;0<*,+-:=5>0+#$;0<*,+-:=5>0))0,819?5!@6$A@BCDC*E07$&,**FCE0,E+-TheevolutionofmobilegivingSource: Everett, Gladwell, MaloneyTechnology Group
  • 12. !"#$%&&()$&*(+$+"#*,-.((*/0+*,1234560,7-$08*&+#,19:34560,7-$;0<*,+-:=5>0+#$;0<*,+-:=5>0))0,819?5!@6$A@BCDC*E07$&,**FCE0,E+-Source: Everett, Gladwell, MaloneyTheevolutionofmobilegivingTechnology Group
  • 13. !"#$%&&()$&*(+$+"#*,-.((*/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. Source: nVision / Charity Awareness Monitor (nfpSynergy)Base: 1,000 online respondents aged 16+, GBMassivegrowthofSMSgiving%ofrespondentswhohavegiventocharityinlast3months“Inwhichofthefollowingwaysdidyougive?”Technology Group
  • 15. MassivegrowthofSMSgivingTechnology Group
  • 16. WhySMS?SMSareperceivedaspersonal90%ofSMSreadwithinanhourOneselfcontainedchannelforallMobileuserisincontrolinitialinteractionhasovercomethebiggestbarrieralreadyTechnology Group
  • 17. Technology Group
  • 18. DECpartnernetworkTechnology Group
  • 19. KeywordstotrackROITechnology Group
  • 20. GiftaidinnovationTechnology Group
  • 21. GiftaidinnovationMEPTechnology Group
  • 22. Results• 500%increaseinSMSdonations• 60%opt-intogiftaid• Doubletheresponsefromotherchannels• 25%addedtothesedonations• Over£1,500,000raisedbySMSandGiftaid• OpenMarketprocessedover£10,000/second• RecorddonationsbymobileforDECTechnology Group
  • 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. Technology Group
  • 25. AWorldRecordbreakingcampaign,
  • 26. withmobileshortcodesattheheartoftheengagementstrategy.
  • 27. The2012campaignraisedover million,viasmsegghuntentries,andeggauctions.£1
  • 28. capturingthepublic’simagination,whilegeneratingmassivegoodwillandpr.
  • 29. The2013campaignwentnationalwith101eggsin5citiesintheUK.
  • 30. Technology Group
  • 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. Technology Group
  • 33. Technology Group
  • 34. Technology Group
  • 35. MobilisereportingtoolsTechnology Group
  • 36. RegularPSMSvDirectDebitTechnology Group
  • 37. RegularPSMSvDirectDebitTechnology Group
  • 38. LessonsfromtheInnovatorsTechnology Group
  • 39. Itsamobileworld020406080Itsamobileworld020406080UK population v mobile handsets (m)People PhonesTechnology Group
  • 40. EverymobiletransactionisaCRMopportunityTechnology Group
  • 41. MobileisreinvigoratingothermarketingchannelsTechnology Group
  • 42. Metricsandreporting-vitaltomeasureROITechnology Group
  • 43. KnowyourtargetmarketGetty ImagesTechnology Group
  • 44. TellacompellingstoryusingtechnologyGetty ImagesTechnology Group
  • 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. UnderstandthekeydriversofperformanceTechnology Group
  • 47. FocusonimprovingtheareasthatwillhavethebiggestimpactTechnology Group
  • 48. LookwhereyoursupportersareTechnology GroupSource: http://www.moroch.com
  • 49. AnonymityisoptionalTechnology GroupSource: http://www.moroch.com
  • 50. BebrilliantatthebasicsTechnology Group
  • 51. UsetheshortcodeeverywhereTechnology GroupSource: http://www.slideshare.net/lailatakeh/unice-fuk-mobilelearningslaila2013
  • 52. OptimiseeverythingTechnology Group
  • 53. Havea“MobileFirst”strategyTechnology GroupSource: http://www.moroch.com
  • 54. Itsall“media”Technology Group
  • 55. It’sallpartofthemixTechnology Group
  • 56. LearnfromotherindustriesTechnology Group
  • 57. KeepItShort&SimpleTechnology Group
  • 58. ChoosetherightpartnerTechnology Group
  • 59. customersandpartners
  • 60. TEXT“OISIN”TO88600KEEPINTOUCH......ORFINDMEONLINKEDINTechnology Group