Lessons Learned from Haiti — Part 2: The Mobile Giving Revolution
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Lessons Learned from Haiti — Part 2: The Mobile Giving Revolution

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This session discusses mobile advocacy trends and examines the unprecedented response to mobile donation appeals after the Haiti earthquake. You will learn how to acquire, retain, and cultivate mobile ...

This session discusses mobile advocacy trends and examines the unprecedented response to mobile donation appeals after the Haiti earthquake. You will learn how to acquire, retain, and cultivate mobile donors.

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Lessons Learned from Haiti — Part 2: The Mobile Giving Revolution Presentation Transcript

  • 1. The Mobile Giving Revolution
    CB Barthlow, Director – mGive
    www.mgive.org
  • 2. Lessons Learned from Haiti Series
    Online Rapid Response StrategiesSteve MacLaughlin, Director of Internet Solutions, Blackbaud, Inc.March 11, 2010 at 2:00 p.m. ET – Recording Posted Online
    The Mobile Giving RevolutionC.B. Barthlow, Director of Marketing and Client Services, mGiveMarch 24, 2010 at 2:00 p.m. ET
    Mobilizing Your Supporters Using Social MediaJeff Patrick, Founder and President of Common KnowledgeApril 6, 2010 at 2:00 p.m. ET
    Stewarding Donors Following a CrisisDavid Lamb, Senior Consultant, Target Analytics, a Blackbaud CompanyApril 21, 2010 at 2:00 p.m. ET
    Turning One-Time Donors into Major Gift Prospects Lawrence Henze, Managing Director, Target Analytics, a Blackbaud CompanyMay 5, 2010 at 2:00 p.m. ET
  • 3. cb.barthlow
    Director
  • 4. History
  • 5. Remember Online Giving?
    • 1997:A few of US charities tried online giving with No Results
    k
    • Skeptics: "It will never compare to traditional fundraising
    • 6. 1998:US online donors gave a mere $300K
    • 7. Americans: Gain more confidence in online transactions
    • 8. 1999: US online donors give over $10 million
    • 9. Skeptics: Search for other technological advances to doubt
    • 10. 2007: US online donors gave $10.44 Billion
    • 11. 2008: US Online Giving estimated at $15.42 Billion -Blackbaud
  • Mobile Has Better Reach
    Sources: NCTA, CTIA. MMA and Pew Research.
  • 12. Highlights
  • 13. Clients include 330 of the nations largest charities representing $20 billion in revenues
  • 14. mGive clients include 6 of the Top 10 most trusted NPOs according to The Chronicle of Philanthropy
    Including #1 St. Jude and #2 Komen!!!
    ACS Western Division - Salvation Army Central Territory
  • 15. 2009 mGive Awards
  • 16. $450,000 & 90,000 Donors in 3 Minutes!
    May 13, 2009
  • 17. Structure
  • 18. Mobile Ecosystem 2010
    Nonprofits
    Certifies Nonprofit Participation
    501c3
    100% dedicated to serving the nonprofit community
    Manages Industry Standards & Best Practices
    Facilitates Distribution of Funds
    Turnkey Mobile Giving Solution
    Mobile Marketing Services
    Online Campaign Management Tools
    Social Networks Applications
    Facilititates Text Message Delivery
    Content Development & Distribution
    ECRM Database Integration
    Short Code Management
    Carriers
    Donors
  • 19. Funds Distribution
    End user contribution
    100%
    $5.00
    Wireless Carriers
    0%
    30 days
    mGive Foundation
    501c3
    0%
    60 days
    *$.32+3.5% per Transaction Fee
    Non Profit Org
    100%
    90 days
    $5.00
    Proceeds wired to Nonprofit client in approximately 90 days directly from mGive Foundation.
    mGive.com bills NPO monthly based on collected donations.
    *mGive Silver Package pricing example
  • 20. Solutions
  • 21. More Than Impulse Giving!
    Now one-time donors can become all-the-time supporters
    when they opt-in to receive organizational text messages.
    Donor receives Confirmation
    Donor sends KEYWORD
    Donor asked to confirm
    Donor confirms with YES
    Donor can Subscribe!
    Thanks! $5 will be charged to your phone bill. Txt ALIVE and give up to 5 times. Info? Visit KACA.org/T or txt HELP. STOP to cancel.
    .
    Reply : 90999
    Message:
    YES
    To confirm your $5 donation to Keep A Child Alive please reply with YES Visit KACA.org/T or text HELP. Text STOP to cancel.
    To get free text alerts and critical updates from KACA please respond now with YES. Up to 1/msg/day. To Optout reply STOP.
    .
    To : 90999
    Message:
    ALIVE
  • 22. Contact & Communication
    Send Weekly Alerts & Monthly Asks: Turn one-time donors into all the time donors.
    Keep A Child Alive:
    Just $1 a day keeps a child alive. Go to keepachildalive.org for details and info!
    Keep A Child Alive:
    Make sure to watch our TV special on ABC. 3 07 09 at 9pm ET. Visit keepachildalive.org for more info today!!
    Keep A Child Alive:
    Thanks so much for your help. Help us update your contact info. Click this link
    Keep A Child Alive: Reply now with YES. To confirm a $5 donation and have the charge added to your mobile bill.
    Your $5 will save lives!
    http://m.mgive.com/4365/s/1720989535
    Organizational Updates, Critical Info & Success Reports.
    Issue Event Invites Drive Participation.
    Mobile Web Pages & Donor Data Collection
    Monthly Ask:
    Donor Replies YES
    to Give Again!
  • 23. Real Time Reporting
  • 24. text HAITI
  • 25. The text HAITI Campaign
    Swift & Immediate Action - The U.S. State Department - American Red Cross - Wireless Carriers - mGive
    Expedite Emergency mGive Campaign
    text HAITIto 90999
    (First Publicized $10 sms donation campaign)
    LIVE
    (12hrs after the earthquake)
  • 26. How did mGive become the key player in the Haiti mobile relief efforts?
    Our founder, James Eberhard, was on a technology delegation in Pakistan with [U.S. special envoy] Richard Holbrooke. It was 4:30 in the morning. The State Department called and woke James up and said, “There’s been an earthquake in Haiti. Can we turn up a text relief effort?” We called the Red Cross, and within an hour, we had the program up and running. By the time we woke up, we’d raised $170,000.
    Brad Blanken – COO of Mobile Accord
  • 27. The text HAITI Results
    Over $32 Million Donated (Since 1/12/10 )
    Over 3 Million Donors (1.05% US Population)
    81% Donation Conversion (Double Opt-In)
    $750K Donated per Day (Jan-Feb 2010)
    Click Image to see PSA
    Click Image to see PSA
  • 28. “This incredible response is an affirmation of the goodwill of millions of Americans,” said James Eberhard, mGive’s chairman.  “As the leader in the mobile giving space, it was our duty to respond and organize the mobile industry to allow people to give through their mobile phones.  As part of this, Mobile Accord donated its services and platform to help in the relief efforts.  Over the last four weeks, the mGive Platform saw peak periods processing over $1 million and over 100,000 transactions in under an hour.”
  • 29. Hope for Haiti Telethon Raises $6 Million in mGive Donations
    Star-Studded Fundraiser Simulcast on 33 Networks (largest ever)
    Concurrent promotion of three donation methods: Web, 800#, Text
    the text GIVE to 50555 campaign reaches 83 million viewers.
    Largest mobile marketing Call to Action in U.S. history.
  • 30. mGive Powered Donations get High Visibility in Media
    NYT
    WSJ
    ABC
    NBC
    PBS
    NPR
    CNN
    Newsweek
    Time
    AP
    Along with thousands of local paper, Blogs and social networks. mentions
  • 31. Donations Powered by mGive Platform to March 1, 2010
    The Haiti disaster was a tipping point for mobile donations in the United States. Millions of Americans now know that mobile is a fast, safe and efficient way to make a donation.
    Now it is time to take the next steps to improve the mobile channel for nonprofits to accept day-to day donations and communicate more effectively with supporters.
  • 32. www.mgive.com