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Staying Fully Compliant with Mobile and SMS

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I was honoured to speak at the CHASE conference on 12th Feb 2013 about the regulatory and compliance aspects of mobile giving. If you would like to know more about OpenMarket and the mobile engagement …

I was honoured to speak at the CHASE conference on 12th Feb 2013 about the regulatory and compliance aspects of mobile giving. If you would like to know more about OpenMarket and the mobile engagement tools we provide to charities, associations and NFPs drop me a line! oisin.lunny@openmarket.com

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  • 1. Staying Fully Compliant with Mobile and SMS Oisin Lunny, Senior Market Development Manager 12th February 2013
  • 2. Mobile Engagement is Everywhere! Proprietary  &  Confiden0al  to  OpenMarket
  • 3. OpenMarket are... Your Trusted Partner for Mobile Engagement Proprietary  &  Confiden0al  to  OpenMarket
  • 4. OpenMarket provide...“The industry-leading, cloud-based Mobile Engagement Platform, allowing customers to create complex mobile solutions without the need for their own technical infrastructure.” Proprietary  &  Confiden0al  to  OpenMarket
  • 5. OpenMarket customers include... Proprietary  &  Confiden0al  to  OpenMarket
  • 6. Agenda The Market The Regulator Prior Permission for Regular SMS Giving VAT Case Studies Conclusion / Q&A
  • 7. THE MARKET
  • 8. Changing consumer behaviour "MIND THE GAP" by the Charities Aid Foundation, Sept 2012
  • 9. Changing consumer behaviour Source: MobileSquared
  • 10. Mobile primary internet access Source: MCT US
  • 11. More mobile traffic Source: SiteCounter Global Stats 11/12
  • 12. New devices adopted more rapidly Source: Apple
  • 13. Most-missed media activity Source: Ofcom UK Adults’ Media Literacy, 2010
  • 14. Be aware of smartphone penetration Source: Informa
  • 15. The evolution of mobile giving Scarcity Social  proof The  0pping  point  theory THE  CHASM Early   adopters Early  majority Late  majority Laggards 13.5% 34% 34% 16%Innovators 2.5% Source: Everett, Gladwell, Maloney
  • 16. The evolution of mobile giving Scarcity Social  proof The  0pping  point  theory THE  CHASM Early   adopters Early  majority Late  majority Laggards 13.5% 34% 34% 16%Innovators 2.5% Source: Everett, Gladwell, Maloney
  • 17. The evolution of mobile giving Scarcity Social  proof SMS   dona0on The  0pping  point  theory THE  CHASMRG  PSMS Early   adopters Early  majority Late  majority Laggards 13.5% 34% 34% 16% Innovators 2.5% Source: Everett, Gladwell, Maloney
  • 18. Massive growth of SMS giving % of respondents who have given to charity in last 3 months “In which of the following ways did you give?” Source: nVision / Charity Awareness Monitor (nfpSynergy) Base: 1,000 online respondents aged 16+, GB
  • 19. Regular PSMS v Direct Debit
  • 20. Regular PSMS v Direct Debit
  • 21. Why SMS? Source: PhonepayPlus “Charitable Donations by Premium Rate Research”
  • 22. Why SMS? Source: PhonepayPlus “Charitable Donations by Premium Rate Research”
  • 23. Why SMS? SMS are perceived as personal 90% of SMS read within an hour One self contained channel for all Mobile user is in control initial interaction has overcome the biggest barrier already
  • 24. THE REGULATOR
  • 25. The Regulator www.phonepayplus.org.uk
  • 26. The PhonepayPlus Code Of Practice clear and accurate pricing information honest advertising and service content appropriate and targeted promotions
  • 27. The PhonepayPlus Code Of Practice - 7.9
  • 28. The PhonepayPlus Code Of Practice Charities Act 1992 (amended 2006) Lotteries & Prize Competitions Advertising Standards Authority (ASA) Committee of Advertising Practice Codes (CAP) Duty of Trustees Trading company
  • 29. PhonePayPlus Research
  • 30. Advertising Best Practice Beaten. Neglected. Starved. Will you help feed a dog like Archie until we can find him a home? When we found Archie, he weighed 3.2kg – just half what he should have. He hadn’t been fed for two 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 he desperately needed to survive. But there are many more neglected dogs like Archie – and many more hungry mouths to feed. Text FEED to 70030 to give £3 to feed and care for a dog like Archie. The RSPCA can only exist thanks to donations from people like you. So thank you in advance for your kindness. The RSPCA helps animals in England and Wales. Registered charity no: 219099 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 will 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.
  • 31. Bates, Wells & Braithwaite
  • 32. PhonePayPlus / BWB Guidelines
  • 33. PhonePayPlus / BWB Guidelines
  • 34. PhonePayPlus / BWB Guidelines
  • 35. Prior Permission
  • 36. Prior Permission Exemption
  • 37. Prior Permission Exemption
  • 38. PhonepayPlus - Prior Permission
  • 39. PhonepayPlus - Prior Permission
  • 40. PhonepayPlus - Prior Permission
  • 41. PhonepayPlus - Prior Permission
  • 42. PhonepayPlus Prior Permissions Form for Regular Giving
  • 43. Prior Permissions Application StructureLevel 1 aggregator (mandatory) Agency (optional) Charity
  • 44. Prior Permissions Application Timing Initial application 6-8 weeks Subsequent applications 5 days Shortcode provisioning 3-7 weeks
  • 45. VAT
  • 46. Charity Shortcode Range = VAT exempt70XXX
  • 47. www.hmrc.gov.uk/charities/
  • 48. Mobile Data Association Framework for Mobile Charitable donations
  • 49. Mobile Data Association Framework for Mobile Charitable donations
  • 50. DEC partner network
  • 51. Keywords to track ROI
  • 52. Gift aid innovation
  • 53. Gift aid innovation MEP
  • 54. Gift aid compliance you need to have an auditable record of the donors names & addresses
  • 55. Fully complaint, excellent results!• 500% increase in SMS donations• 60% opt-in to gift aid• Double the response from other channels• 25% added to these donations• Over £1,500,000 raised by SMS and Gift aid• OpenMarket processed over £10,000 /second• Record donations by mobile for DEC
  • 56. The importance of marketing TV Peaking at 298k on 08/07/11 £300,000 £225,000 TV events / newspaper ads drove peak donations, in particular support from ITV £150,000 TV £75,000 £0
  • 57. A World Record breaking campaign,
  • 58. with mobile shortcodes at the heart of the engagement strategy.
  • 59. The overall campaign raised over £1 million, via sms egg hunt entries, and egg auctions.
  • 60. capturing the public’s imagination, while generating massive goodwill and pr.
  • 61. IN CONCLUSION
  • 62. Choose the right partner!
  • 63. Work closely with the regulator and their guidelines
  • 64. Top Three Considerations Prior Permissions VAT / 70XXX shortcode Gift Aid
  • 65. KEEP IN TOUCH... TEXT “OISIN” TO 88600 ... OR FIND ME ON LINKEDIN