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The potential of mobile phones for charities
 

The potential of mobile phones for charities

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  • 2010 was a particularly important year for the mobile phone, including in the non-profit sector.On 12th January 2010 a devastating earthquake hit Haiti – many thousands died and millions displaced or badly affected by the disaster. The American Red Cross quickly established an easy and quick way for people to donate and help those affected – it asked people to text “Haiti” to the shortcode 90999 to donate $10. The American Red Cross had the backing of the US State Department for the campaign and was also able to leverage the support of high profile celebrities such as sporting teams and Michelle Obama.Within the first 24 hours following the earthquake the American Red Cross had raised $2 million by SMS – a sum larger than the combined income for all text message fundraising campaigns in 2009. The total amount raised by SMS eventually climbed to around $32 million.
  • What was the reaction of the charity sector? There was both enthusiasm …… and concern that for charities without high profile supporters and a humanitarian emergency remit SMS fundraising wouldn’t work.
  • Introducing our latest free report…Sending out an SMS: the potential of mobile phones for charities and non-profits, 2nd edition
  • 29% is still pretty high in terms of charities not using mobiles and/or text messages.
  • London Symphony Orchestra – early adopter of the potential of the mobile phone. Tickets for students by SMS Mobile website Lunchtime concert – orchestra t-shirts with donation shortcode
  • NCT picked the right tool for themiPhone app – find your nearest baby changing facility Interactivity – parents asked to add their own information
  • Twitter version of Marie Curie’s Blooming Great Tea Party Making personal connections with supporters Moving from the virtual to real world
  • Thanking supporters

The potential of mobile phones for charities The potential of mobile phones for charities Presentation Transcript

  • Sending out an SMS: the potential of mobile phones for charities and no-profitsInsights event 30th June 2011
    Gemma Tracey
    Tel: 020 7426 8888
    Email: gemma.tracey@nfpsynergy.net
    Web: www.nfpsynergy.net
  • Part 1
    Part 2
    Part 3
  • “Hooray! We can earn loads by SMS!”
    “Sign us up for one of those shortcode things!”
    Part 1
    Part 2
    Part 3
    “It’s way too expensive!”
    “This only works after a disaster”
    “Michelle Obama isn’t going to front our campaign!”
  • Part 1
    Part 2
    Part 3
  • Part 1
    Part 2
    Part 3
  • Part 1
    Part 2
    Part 3
  • Part 1
    Part 2
    Part 3
  • “Do you own a mobile phone?” Yes
    Base: 1,004 adults, 16+, Britain.
    Source: Charity Awareness Monitor, Mar 11, nfpSynergy
    Mobile phone ownership
  • Source: nVision Research
    Base: 1,000 online respondents aged 16+, GB, 2010
    “I never turn my mobile phone off”
  • Do you use your mobile phone to do any of the following?
    Base: All mobile phone owners (965) among 1,000 adults 16+, Britain.
    Source: Charity Awareness Monitor, Mar 11, nfpSynergy
    How people use their mobile phones
  • Base: 2013 UK adults 18+
    Source: KPMG, Media & Entertainment Barometer 2011
    How people use their smartphones
  • “I call this historically new form of communication mass self-communication. It is mass communication because it can potentially reach a global audience, as in the posting of a video on YouTube, a blog with RSS links to a number of web sources, or a message to a massive e-mail list. At the same time, it is self-communication because the production of the message is self-generated…and the retrieval of specific messages or content from the World Wide Web and electronic communication networks is self-selected.”
    Manuel Castells, Communication power
    (New York, Oxford University Press)
    Part 1
    Part 2
    Part 3
  • Part 1
    Part 2
    Part 3
  • Base: Mobile phone owners who send text messages (926) among 1,000 adults 16+, Britain.
    Source: Charity Awareness Monitor, Mar 11, nfpSynergy
    Average number of text messages sent by various demographic groups daily
  • Base: Mobile phone owners who send text messages (821) among 1,000 adults 16+, Britain.
    Source: Charity Awareness Monitor, Mar 11, nfpSynergy
    Alternative uses for text messages
  • Base: Text givers (120) among 1,000 adults 16+, Britain.
    Source: Charity Awareness Monitor, Mar 11, nfpSynergy
    Text message donors by demographic group
  • Base: All mobile phone owners/answering (926) among 1,000 adults 16+, Britain.
    Source: Charity Awareness Monitor, Mar 11, nfpSynergy
    Do you recall being asked to donate money by text message (even if you didn’t make a donation)?
  • Base: All those who remember being asked to donate by SMS (286) among 1,000 adults 16+, Britain.
    Source: Charity Awareness Monitor, Mar 11, nfpSynergy
    What cause were people asked to donate to by SMS?
  • Base: All mobile phone owners (965) among 1,000 adults 16+, Britain.
    Source: Charity Awareness Monitor, Mar 11, nfpSynergy
    Likelihood of donating to charity by SMS
  • Base: All mobile phone owners (965) among 1,000 adults 16+, Britain.
    Source: Charity Awareness Monitor, Mar 11, nfpSynergy
    Demographic segmentation of those likely to give by mobile phone
  • Base: All mobile phone owners (965) among 1,000 adults 16+, Britain.
    Source: Charity Awareness Monitor, Mar 11, nfpSynergy
    Reasons not to donate by SMS
  • Part 1
    Part 2
    Part 3
  • How charities use mobile phones and text messaging
    Base: 100 respondents
    Source: nfpSynergy, March 11
  • How charities use mobile phones and text messaging
    Base: 100 respondents
    Source: nfpSynergy, March 11
  • Charities’ top mobile phone activities
    Base: 100 respondents
    Source: nfpSynergy, May 11
  • “When it comes to SMS donations, I think a lot depends on the trigger, on how and when you ask people to donate – just having a shortcode donation number is not enough. One great example is a lunchtime concert we did at Lords Cricket Ground. A group of young people, wearing our t-shirt with the SMS donation number, played a concert during the lunch break. We raised £600 within 15 minutes.”
    Jo Johnson, Digital Media Manger, LSO
  • “We have been looking at the entirety of our digital communications recently, and we have realised that while we are not using many digital tools, our members are very tech savvy. For example, just under 30% of the people who read our monthly e-newsletter open it with an iPhone. This made developing an app for the iPhone an obvious choice.”
    Sally Horrox, Director of Communications, NCT
  • “It’s been great for increasing internal enthusiasm for Twitter. It was easy to organise, great fun, and just like holding our own 2 hour radio show. Twitter is great for making people who are not at an event feel included and enthused.”
    Stuart Witts, Social Media Manager, Marie Curie Cancer Care
  • The potential of mobile phones
    Base: 100 respondents
    Source: nfpSynergy, May 11
  • Part 1
    Part 2
    Part 3
  • Barriers to fundraising through text messages
  • Barriers to fundraising through text messages
    Base: 100 respondents
    Source: nfpSynergy, March 11
  • Barriers to fundraising through text messages
  • Overcoming those cultural barriers
    1. A vibrant and diverse supplier base
     
    2. Mobile and SMS champions within charities
     
    3. It’s not just about text donations, it’s about mobiles in all their glory
     
    4. Integrating communications across all media
    A vibrant and diverse supplier base
    2. Mobile and SMS champions within charities
    3. It’s not just about text donations, it’s about mobiles in all their glory
    4. Integrating comms across all media
  • Tips for you
    Do your research – what tools are your community using?
    Refreshing your website? Don’t forget the mobile web.
    The mobile phone is very personal – ask for permission.
    Got a captive audience in a specific time and place? They can be a great group to ask for SMS donations.
    Increase confidence by using Twitter
  • Part 1
    Part 2
    Part 3
  • Part 1
    Part 2
    Part 3
  • Part 1
    Part 2
    Part 3