This document discusses how to unlock the power of mobile marketing with a small budget. It notes that mobile engagement tools like SMS, social media, apps, etc. can be effective. It emphasizes starting with understanding why your users are using mobile and what tasks they need to complete. It also provides tips for mobile marketing strategies, like testing frequently, developing a clear vision, and focusing on meaningful conversions rather than just copying others.

1. How you unlock the power of mobile with
only a small budget?
@CraigPhilbrick, Communications Associate.

2. Yes!

3. What do we mean by mobile?

4. SMS, email, social network, instant networks,
search engine, video, apps and much more -
it’s a brilliant engagement tool.

5. Mobile isn’t just for texting...

7. Half of adults (62%) now own
a smartphone device - Thats
twice the number of two
years ago (30%).

8. 23% would rather give
up their TV than their
smartphone
Ofcom’s Communications Market Report 2013

9. Girl Gets Stuck In Drain After
Dropping Phone

10. Apps, mobile sites and mobile donations –
where do you start? Is it even worth the time,
effort and investment?

11. You start with the ‘Why’.

12. User questions
–Why are your users using mobile?
–What are they expecting to get?
–What tasks will they need to
complete on mobile?
–Why will they want to come back to your
service?

13. –Why are your users using mobile? -
Superbadger
–What are they expecting to get? Easy way to
change the world
–What tasks will they need to
complete on mobile? Act + give
–Why will they want to come back to your
service? Push notifications - ease of use.

14. Is it possible to launch an app on a
limited budget, or is it just a
pipedream? And what returns am I
likely to get?

15. Nudge

17. Our aims
1. Make people in poverty visible.
2. We stop doing clicktivism and move towards
deeper engagement with our supporters.
3. New technologies for fundraising.
4. Creates a good end-to-end giving, pray and
campaign experience for web and all devices.
5. Data-driven digital marketing.

18. 1208 518
782
2462
USERS

19. 159 968*
4930
ACTIONS TO DATE
3803

20. 20.6% 3%
ACQUISITION OF CAMPAIGNERS

21. What we learnt
1. Have a marketing strategy
2. Test, test and test again - see what works
3. Build ownership for your idea
4. Simple wins but it is hard to do all the
time

22. Current trends in mobile donations
and looking to future developments in
mobile marketing.

23. 1 Growth of mobile giving
and transactions.

24. 4% 46%
2010 2013
39%
MADE A PURCHASE

25. 2Add value, innovate and
take a risk.

27. 3Smartphone users are
multitasking.

28. 80%
MULTITASKING
55%
WATCHING TV
95%
RESEARCHING
PRODUCTS OR SERVICE

29. How do you get buy-in and budgetary
sign off?

30. 1. Develop a vision as to where mobile can take
your organisation.
2. Concentrate on that which will deliver
meaningful conversions.
3. Avoid doing things just because others are.
4. Try to relate back to organisational objectives.

31. Any questions?