Smartphone Fundraising: Digital Fundraising Hot Topic

Hot Topic Session: Digital Fundraising Bryan Miller Marketing & Fundraising Consultant strategyrefresh.com

“ The future has already arrived. It’s just not evenly distributed yet”

Hot digital fundraising topics being covered elsewhere at Convention @

Hot digital fundraising topics being covered elsewhere at Convention Email Marketing (Tues 6 th 10.30am) Nick Allen Donordigital The role of Twitter in fundraising (Mon 5 th 2.30pm) Rachel Beer Beautiful World Jonathan Waddingham JustGiving Michael Docherty Cancer Research UK @

Hot digital fundraising topics being covered elsewhere at Convention Peer to Peer Fundraising (Tues 6 th 12.00am) Martin Gill HomeMade Digital Meredith Campbell Royal Children’s Hospital Foundation Mainstreaming Social Media (Wed 7 th 4.00pm) Jason Potts Think Consulting Paul Lewis RSPB

Hot digital fundraising topics being covered elsewhere at Convention Optimisation the new cash cow (Tues 6 th 4.00pm) Nick Burne Think Consulting Making your website work harder (Wed 7 th 2.30pm) Michael Docherty Cancer Research UK

Hot digital fundraising topics being covered elsewhere at Convention The secrets of online fundraisers (Tue 6 th 2.30pm) Text message fundraising (Wed 7 th 12.00pm) Joe Saxton nfpSynergy Jonathan Waddingham JustGiving

Hot digital fundraising topics being covered elsewhere at Convention The emerging Philanthropic Web (Mon 5 th 4.00pm) Christine Egger Social Actions Open source charity & the Human Web (Wed 7 th 10.30am) A J Leon The LaC Project

Why such a hot fundraising topic?

Almost 70% of people in the UK aged 16-24 say they “cannot imagine life without my mobile”
When you leave the house… Source: nfpSynergy ‘Sending out an SMS’, June 2009

By the end of 2009 there were over 4.6 billion mobile cellular subscriptions globally
Of the 1.9 billion additional mobile subscriptions over the last 3 years, over 1.6 billion were in the Developing World
In China and India over 90% of villages are now connected through a mobile phone network
Much Developing World growth driven by money transfer services - allowing people without bank accounts to send and receive money safely by text message. Vodafone’s M-Pesa money transfer service in Kenya has over 5 million users
Source: UN ITU Snapshot June 2010 (www.itu.int) They are everywhere…

90% of the UK adult population own a mobile phone – with a pretty even distribution across age (up to 65) and social class
We actually now have c123% mobile penetration
UK mobile phone ownership Source: Future Foundation nVision Research

Now rather more than just a ‘phone’

In 2010 nearly 1.3 billion mobile phones will ship globally - and 250 million will be Smartphones
In the US and Europe virtually all phones sold will be Smartphones within 5 years
By 2013 mobile phones will overtake PCs as the most common Web access device worldwide*
Now rather more than just a ‘phone’ “ For the first time, there will be over 1 billion mobile devices accessing internet by year-end, gaining quickly on the 1.3 billion PCs accessing the internet – as the former is growing at 2.5 times the rate of the latter” Frank Gens Senior. VP & Chief Analyst, IDC *Gartner Research ‘ Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance’ . Jan 2010

The UK is second behind Italy in terms of smartphone subscribers, but now leads the European market in terms of growth
Source: comScore MobiLens Jan 2010 70% year-on-year growth

… and UK consumers display more advanced usage patterns – especially mobile browsing and accessing social networks
Source: comScore MobiLens Jan 2010

UK consumers’ love of Facebook has clearly spread from their PCs to their mobiles
Source: comScore Data Passport H1 2010

Higher costs mean that mobile Internet usage has not followed ‘traditional’ youth-dominated early adopter age distribution
Mobile Internet users are older – and more male – than PC Internet users
Mobile social networkers show less of a skew – showing how social networking is helping move mobile internet services into the mainstream
Source: comScore Data Passport H1 2010

With all this going on… What else offers you so many new fundraising opportunities? Calls SMS MMS Camera Video Camera Email Twitter Web Browsing MP3 Music Player Location-based Services Sat-Nav … plus Countless Other ‘Apps’ Social Networking Mobile Coupons Mobile Games

Let’s unpack some of what’s on offer Calls SMS MMS Camera Video Camera Email Twitter Web Browsing MP3 Music Player Location-based Services Sat-Nav … plus Countless Other ‘Apps’ Social Networking Mobile Coupons Mobile Games

Start at the beginning

Text messaging ranks alongside calling as the top way in which mobile phones are used in the UK – and text volumes keep growing
UK mobile users sent 96.8bn text messages during 2009 (265m/day) – up 23% on 2008*
Red Nose Day 2009 raised £7.8m through text donations!
Maximising on SMS fundraising *Source: Mobile Data Association. January 2010

SMS can form part of your donor engagement programme – but also looks to represent a significant untapped income source
Maximising on SMS fundraising Source: nfpSynergy ‘Sending out an SMS’, June 2009

Using the phone’s camera

Using the phone’s camera …differently

http://www.bullying.co.uk/index.php/make-a-poster.html

Quick and easy donation response to any printed advertisement – like 3 rd World Emergency Press Ads
New response option for campaigning activities
‘ Contact Us’ link on any promotional materials
‘ Guided tour’ of a visitor attraction
Japanese gravestone idea – linked to in memoriam fund websites?
Possible applications? Bango Annual Mobile Usage Study, Feb 2010

Adoption of large screen smartphones is driving rapid growth in Mobile Web access
Mobile Web use increased 230% between 2008 and 2009*
23% of these connections were by WiFi*
The UK was second in the Mobile Web user ranking after the US*
Mobile Web “ While industry attention has focused almost exclusively on mobile app stores, the inexorable growth of mobile web usage is the most profound trend of the last twelve months. This confirms the view that the single most important app on any mobile device is the browser” Ray Anderson, Bango CEO *Bango Annual Mobile Usage Study, Feb 2010

Mobile Web activity currently a small proportion of overall web traffic – just 0.9% in Europe at the end of 2009*
However, Gartner Research forecasts that mobile phones will overtake PCs as the most common Web access device worldwide by 2013**
eMarketer analysis predicts there will be more mobile internet users in China than the entire population of the US by the end of this year
Scary growth forecasts *Quantcast Mobile Web Trends. Jan 2010 **Gartner ‘ Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance’ . Jan 2010

New requirements “ Mobile Web users are typically prepared to make fewer clicks on a website than users accessing sites from a PC. Websites not optimized for the smaller-screen formats will become a market barrier for their owners — much content and many sites will need to be reformatted/rebuilt.”* *Gartner ‘ Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance’ . Jan 2010 ** Experian CheetahMail . ‘Email marketing: the mobile conundrum ’ Sept 2009 “ While a quarter of people now access emails via their mobile phone, poor formatting and a lack of brand recognition means that almost a third of permission-based marketing emails are being deleted unread.”**

While News & Info Browsing and Email are currently the most popular mobile web activities – it is Social Media and Application use that are driving most growth
New ways to engage Source: comScore Data Passport H1 2010

Consumers will spend $6.2 billion in 2010 in mobile application stores
But of all app downloads in 2010, eight out of ten will be free – funded through advertising and marketing
New ways to engage “ Games remain the No. 1 application, and mobile shopping, social networking, utilities and productivity tools continue to grow and attract increasing amounts of money.”” Stephanie Baghdassarian. Research Director, Gartner Source: Gartner ‘Application Stores; The Revenue Opportunity Beyond the Hype’ Jan 2010

JustGiving App allows fundraisers to keep track of what they’re raising in real-time
Alerts you each time someone gives you a donation
Easy uploading of photos direct to your JustGiving page
Easy sharing of page details via the phone’s contacts list

Battersea Dogs & Cats Home
App lists details of dogs and cats waiting to be rehomed or fostered – with photos and each animal’s personal story. Users can enquire about rehoming or pass details to a friend
Also offers supporting information and a ‘latest news’ section
Free to download with no specific donation request – and fundraising details buried deep in the FAQs

The Virunga Fund iGorilla App costs £3.00 to download
Users can choose to follow a particular family of mountain gorillas in the Democratic Republic of Congo’s Virunga National Park
Updates provided through photo and video
Over 2,000 have been purchased in the first month since launch

Currently in private Beta test, The Extraordinaries is a ‘micro volunteering’ network offering a vast range of volunteering opportunities via people’s mobile phones – “Got two minutes – be extraordinary!”
Aggregates micro-volunteering opportunities from a wide range of organisations
Anything from translating a document for a charity to identifying potholes that need repairing for the local authorities

WaterAid App – one of the first charity iPhone Apps available
Used the location functionality on the phone to locate the nearest public toilets
Promoted their work on water and sanitation in the developing world
Free to download with request for donation each time used

Location, Location, Location

Location-specific Status Updates Location-based Search Mobile Coupons Virtual Tour Guide Customer Loyalty Programmes Location-based social networking Social Networking Gameplay Also known as ‘check-in’ networks

CauseWorld is a specifically charitable take on the ‘check-in’ concept
Users earn 'karma points' when they check-in at participating stores and these can then be donated to specific causes
Participating non-profits can then exchange points received for cash donated by participating corporates
Corporate supporters include P&G and Kraft Foods
550k downloads in the last 6 months

Check-in services still in early adopter phase
Privacy/Security concerns will slow wider adoption – but as volume of users grows and steps are taken to address concerns, we will see these go mainstream in some form
Source: uTest Q2 2010 Social Location Services Research’

FourSquare reached 1.7 million users globally in June
Currently adding c100,000 new users each week - and has now passed 40m check-ins
June 22, 2010
Gowalla now c400k users
But recently secured significant extra funding and corporate partnerships

In Feb 2010, Gowalla partnered with a Bay Area Radio Station and local cafes to create the ‘Hearts for Haiti’ campaign
For everyone who checked-in to the partner cafes, $50 was donated to the American Red Cross to a total of $20,000
The local partners also donated 10% of all sales

Earth Justice advertising campaign on the San Francisco BART rail system in response to the Gulf of Mexico oil spill
Every check-in matched with a $10 corporate donation

Always bear in mind the audience – and ensure you understand how they use mobile technology to communicate, browse, and transact financially
Keep track of new developments – like QR Code reader adoption
Keep track of what others are doing – home and abroad
Test things like SMS response – which are proven to be working for other organisations
Keep an open mind and play with the technology yourself – don’t just stand on the sidelines and watch
Tips for being a smart phone fundraiser

Annie Lennox’s, signed mobile phone raised £187 on eBay for children’s charity Coram earlier this year
Many others offer mobile phone recycling as a fundraising option for supporters – and as more people move to Smartphones there will be more dumbphones to recycle!
If all else fails… you can recycle ‘dumbphones’!

One final thought Are phones getting bigger again? … or is Steve Jobs shrinking? January 2007 January 2010

Hot Topic Session: Digital Fundraising Bryan Miller [email_address] @millbry strategyrefresh.com givinginadigitalworld.org slideshare.net/bryanmiller uk.linkedin.com/in/bryanmiller

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Smartphone Fundraising: Digital Fundraising Hot Topic

by Bryan Miller on Jul 06, 2010

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Smartphone Fundraising: Digital Fundraising Hot Topic — Presentation Transcript