Mobile Fundraising
By Andreas Wiberg Sode, January
2014
agenda
•
•
•
•
•

our fundraising approach
other options?
why mobile fundraise?
the future of mobile fundraising?
suggesti...
our donation approach
• Apple guidelines

– no in-game shop

• Donation button

– optional feature
– outside the applicati...
other options?
• friend-to-friend fundraising (crowdfunding)
– Comic Relief
– JustGiving (UK based company)

• mobile card...
why mobile fundraise?
• Mobile
–
–
–
–

92% of all 18-25 will own a smartphone in 2015
more shares
more donations
optimise...
mobile growth

*http://www.emarketer.com/Article/Nearly-Half-of-UK-Consumers-Will-Use-Smartphones-This-Year/1009956
mobile vs. desktop

*http://blog.justgiving.com/nine-reasons-why-social-and-mobile-are-the-future-of-fundraising/
Facebook worldwide

*http://blog.justgiving.com/nine-reasons-why-social-and-mobile-are-the-future-of-fundraising/
more shares

*http://blog.justgiving.com/nine-reasons-why-social-and-mobile-are-the-future-of-fundraising/
more donations

*http://blog.justgiving.com/nine-reasons-why-social-and-mobile-are-the-future-of-fundraising/
the future of fundraising
• peer to peer payments
– smartphone to smartphone

• NFC?
– Near Field Communication (Bluetooth...
familiar?
mobile wallet
suggestions for discussion
•

Transmedia Storytelling – Where did the story go? (why down prioritize the
story?)
Big commu...
where did the story go?
• team
– budget
– resources
– time

• previous experience
• complex story
• duration
Transmedia Story
cross media
TV shows

NOTV

Artists

RND Building Blocks

Corporate
partners

Merchandize

Public fundraising
convergence culture
• what Comic Relief originally wanted

– story across multiple platforms (with noses hidden)
•
•
•
•
•...
touch-point timeline
E-Concept Development BA Project Exam Presentation
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E-Concept Development BA Project Exam Presentation

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Our donation approach:

Apple guidelines:
We have the apple guidelines preventing us from introducing an in-app shop with items purchased by donations

Donation button:
Optional feature (not required)
Take the users outside the application and on to a donation website specifically for this purpose
Subpage on the main campaign website
Developed by the internal CR DASP-team

Potential problem:
Losing potential donations by the long and slow process of typing in payment information

Dedicated donors:
Only the most interested/dedicated users
Only those willing to go through the long process will be using the feature



Other options: That each have their own pros and cons

Friend-to-friend fundraising (crowdfunding)
Essentially what Comic Relief is already using for their fundraising
Users can create their own donation page (web) and invite their friends to donate and support CR

JustGiving (UK based company):
Allows those participating to track donations, thank supporters and update followers on their progress
First to integrate fundraising and donating with Facebook
Also allows users to create their own fundraising page
One-click donations (Application) once the users data has been stored

Mobile Card Readers such as PayPal or Square
Very popular amount small businesses

Google Checkout (now Google Wallet): if we decided to develop for Android
Not charging qualified non-profits
Funds go straight to charities
Have been used in Android applications (for donation features)
Only Android

Text-to-give donations within the application (useful for our concept)
Charged directly to the donators phone bill
Donations limited to $10



Why mobile fundraise? - Why should charities focus on mobile fundraising?

Mobile:
Traffic going through the roof
92% of all 18-25 year-old owns a smartphone (expected in 2015) – mentioned in the report
Mobile users share twice as much as desktop users
More funds being donated by smartphone users (provided the process is easy)
Charities should optimise their donation pages for mobile
Important for any charity to get on board or they risk losing out on a lot of potential donations

Facebook:
21 million people login to Facebook every day in the UK (4/5 on a smartphone or tablet)
One in five donations share results in another donation
One FB share generate on average an extra £5 for charities



The future of fundraising?

Peer to Peer Payments
E.g. smartphone to smartphone payments
Payments via email (claimed by typing in a specific pin code)

NFC?
Near Field Communication (short wave radio transmissions) – like (Oyster Card)
Cheaper mobile card readers for non-businesses?

Mobile Wallet?
One-click payments with your phone
Pay with you phone (by tabbing your phone)

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E-Concept Development BA Project Exam Presentation

  1. 1. Mobile Fundraising By Andreas Wiberg Sode, January 2014
  2. 2. agenda • • • • • our fundraising approach other options? why mobile fundraise? the future of mobile fundraising? suggestions for discussion
  3. 3. our donation approach • Apple guidelines – no in-game shop • Donation button – optional feature – outside the application – subpage • Potential problem – loss of potential donations • Dedicated donors – those willing to go through the progress
  4. 4. other options? • friend-to-friend fundraising (crowdfunding) – Comic Relief – JustGiving (UK based company) • mobile card reader • Google Checkout (now Google Wallet) • text-to-give donations
  5. 5. why mobile fundraise? • Mobile – – – – 92% of all 18-25 will own a smartphone in 2015 more shares more donations optimise for mobile • Facebook – 21 million users (UK) – 4 out 5 on mobile and tablet – more donations per share – £5 per share
  6. 6. mobile growth *http://www.emarketer.com/Article/Nearly-Half-of-UK-Consumers-Will-Use-Smartphones-This-Year/1009956
  7. 7. mobile vs. desktop *http://blog.justgiving.com/nine-reasons-why-social-and-mobile-are-the-future-of-fundraising/
  8. 8. Facebook worldwide *http://blog.justgiving.com/nine-reasons-why-social-and-mobile-are-the-future-of-fundraising/
  9. 9. more shares *http://blog.justgiving.com/nine-reasons-why-social-and-mobile-are-the-future-of-fundraising/
  10. 10. more donations *http://blog.justgiving.com/nine-reasons-why-social-and-mobile-are-the-future-of-fundraising/
  11. 11. the future of fundraising • peer to peer payments – smartphone to smartphone • NFC? – Near Field Communication (Bluetooth) – Close proximity to another device such as a card reader or another smartphone • mobile wallet – goodbye big wallet!
  12. 12. familiar?
  13. 13. mobile wallet
  14. 14. suggestions for discussion • Transmedia Storytelling – Where did the story go? (why down prioritize the story?) Big community (UK and London in particular) vs. a small community (Odense) • Convergence Culture: Changing the common Protocols around Red Nose Day (as a brand) Creative ways of using Augmented Reality and LBGs How could the “Lost Golden Nose” benefit from Cultural Probes? • The “Lost Golden Nose” in the future? Could “Lost Golden Nose” be combined with “5 seconds of Fame” (concept idea) somehow? • Media storm: What consequences can the latest media attention have on our concept and Red Nose Day in general?
  15. 15. where did the story go? • team – budget – resources – time • previous experience • complex story • duration
  16. 16. Transmedia Story
  17. 17. cross media TV shows NOTV Artists RND Building Blocks Corporate partners Merchandize Public fundraising
  18. 18. convergence culture • what Comic Relief originally wanted – story across multiple platforms (with noses hidden) • • • • • – – – – Facebook and Twitter campaign website video blogs real world locations (our application) everything should lead up to the show on March 15 change the way people experience RND stronger Transmedia story increase the flow of content across many platforms • encourage people to seek out new information and make connections among dispersed media content – participatory culture • invite fans/customers of RND to actively participate in the creation and circulation of content (why have the red noses disappeared?)
  19. 19. touch-point timeline
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