Charitable giving trends with mobile technologies

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Savvy merchants and developers are integrating charitable causes into their mobile strategies to achieve strategic advantages, and non-profits are using mobile technology to reach new audiences and increase the funds they raise. We will address ways businesses can incorporate these causes with mobile strategies to drive both social impact and business objectives, and how non-profits themselves are innovating in the mobile space.

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  • Here to talk about what’s going on with nonprofits, mobile giving, mobile commerceBrief personal intro – I was the CTO of MissionFish, eBay Inc.’s nonprofit partner powering cause-marketing and donation programs built into eBay properties since 2003. Raised a quarter billion for charities. Bought by eBay in May, and now I’m responsible for integrating our donation and nonprofit related capabilities into PayPal, and in general, all nonprofit and donation related product features globally.
  • Relevance of mobile, briefly – if you have not absorbed the message of Mobile Social Local Digital by this point over the last two days, we’ve been attending different conferencesThe general point is just that Mobile is huge, and it is impacting how we live and use technologyThings you might have never dreamed a few short years ago that you’d do with a mobile device are now realExamplesPay for parkingGo beyond that - Find a parking spot!So, main point – Mobile is huge
  • Now, this is a talk on mobile technologies and charitable giving trends Why are we focusing on charitable giving?My entire career has been in e-commerce, but I’ve been specifically in this charitable giving space for the past 12 years, and I can tell you we do this for 2 reason:Is the social responsibility aspect -- it’s the right thing to do . We are corporate citizens in the world and need to do our part.Is because it is good businessWe’ve been generating data that proves that cause marketing is not just a theory, it works – It is not just corporate philanthropy, - supporting cause is a strategic lever to meet your business objectivesA great example of this can be seen by looking at some metrics from our eGW program – it’s a program where sellers can associate their listings on eBay with a charity of their choice, donating a percentage of their proceeds, and we highlight these cause-related aspects on the listing. Researchers at Columbia have used eBay data to study like-items on eBay, ones that benefit charities, and ones that do not, and we see the case in point that cause delivers business results – Sales, Bids, Price – Shared value between corporate goals and cause is realAs a company we are innovating in the charitable giving spaceExamplesG@C, eGW, DaaS, Golden Halo AwardAcquisition of MF is a testament to how seriously we take this 
  • So, mobile is huge, and charitable giving is important – what do these things mean together?Or put another way, what does moving to a post-PC world mean for causes?People want to engage with their favorite causes from mobileMobile web usage will be larger than PC web usage in 2013:People use mobile to check emailNonprofits most commonly use email to solicit donations from their supportersWe are on a collision course hereBut mobile giving is still a trivial amount of funds raised (Red Cross $32M Haiti vs. $1.1B total)And nonprofits are generally not ready for mobile users – we so often see NPs on the trailing edge instead of the leading edge of these trendsSo how can you leverage this trend to help causes you care about?And how can you leverage it to help your business?Now, try and think of an example of mobile giving you’ve been exposed to, or maybe even used
  • Most likely the thing you’ve thought of is text-based givingSMS is hugeComscore – in 2010, 68% of US mobile users sent a text, 83% in EUSMS giving got hugely popular after the Haiti earthquake (raised +$30M), and used successfully again in a few disaster situations since then (Japan ~ $4M).
  • Real challenge is it is episodic – you need a direct appeal. It works well with disasters. It can be interesting at a live event/fundraiser where you ask audience to take out their phones and do it, but otherwise, it is not a regular activity people engage in.
  • Innovation in the mobile giving/fundraising space Causeworld launched by Shopkick as a trial site of an idea before they launched their real commercial app – turned into 300k downloads w/in 3 monthsSnoozePress the 'snooze button' on this alarm clock and support a featured cause. Each snooze pledges 25 cents. At the end of the month, decide how much you’d like to donate.ExtraordinariesMicro-volunteeringPlanned ParenthoodSpots on MTV and banners on the PPFA mobile site direct teens seeking support to text the organization with questions, which are answered by trained professionals who point to information and, in some cases, can book the teens for an appointment at their local clinic — all via text.iHoboCheeky/irreverent iPhone App for homelessness charity DePaul Trusthttp://www.depauluk.org/newsandresources/ihobo/First edition500,000 downloads £10k donations from 4k donors via SMS at the end of the game1200 email addressessecond edition40,000 downloads approx.4350 emails harvested (integrated in the game for player to get further info)iBreastCheck.comFrom Break Through Breast Cancer – a UK charityHow do you go about checking your breasts? That's where iBreastCheck will come in handy with a video, slideshow and handy reminder service.Leads to CC donation on mobile web site
  • Charitable giving trends with mobile technologies

    1. 1. 4.6 BILLIONMOBILE SUBSCRIBERS ON EARTH (TOMI AHONEN) Mobile1.6 Billion TVs, 850m Subscribers1.7 Billion Credit Cards1.2 BILLIONHANDSETS SOLD IN 2009 (GARTNER)300M TVS280M NEW PCS450 Million units in 2012SMARTPHONE SHIPMENTS (Morgan Stanley) Local Social DigitalExpected to surpass notebook+ PC worldwide
    2. 2. Items with a donationgenerate 34% more salesthan non-charityequivalents. Analysis by Columbia Business School (2010)

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