Using the mobile channel to
your benefit – the
what, why and how.

Masterclass Overview
• What is so special about the mobile channel?
• What, why and how
– Fundraising
– Awareness
– Communication
• Practical demonstration
• Mobile as lever for social change

The four most used features of the
mobile phone from a consumer
perspective?

Four most used….
• Make a call
• Send a text message
• Use as a torch
• Use as an alarm clock

Why is the mobile phone becoming
such an important mass media
channel?

Mobile Channel Facts & Predictions
NOW
• 70m phones in the UK
• 5 x more mobile phones than PCs worldwide
• Mobile main route to internet in ‘unwired communities’
FUTURE
• 80% of people will carry a connected mobile device within
5 ‐ 10 years
• 2012 will see 4.9 Billion mobile subscribers, at a time
when the world population is expected to be about 7
billion

Fundraising

Fundraising – What
• Accepting donations through a mobile
phone
• Mostly through text messaging
• Also possible via mobile internet
• User initiated
• One off payment
• Comes off the donor’s phone bill/credit

Fundraising – pull campaign e.g.
The Red Cross worked quickly with mobile to quickly support
Charity donations to the Floods Appeal in the UK .
People sent FLOODS with the donation amount to
64483 e.g. to donate £10 just text FLOODS 10.
This was part of the overall donation mix that resulted in
300,000 pounds being donated in the first hour of the campaign.

Fundraising – Why
Why do I donate to a charity?
• I am inspired to a momentary sense of largess
• I can react immediately to an innate belief

Fundraising – What makes a good
campaign?
• A quantifiable object for your money
– Oxfam Direct campaign
• An instant response
– An immediate response, no need for credit card details
• Getting something back
– A free piece of content showing the value of your donation
– A simple thank you
• Reward/Gratification
– Emotional “I gave”

Fundraising How – Consumer journey
• Sees call to action
• Sends in text message (‘donate’ to 87887)
• Receives confirmation via return text
• Potentially has opportunity to visit mobile
internet site (e.g more info, gift aid)
• Full amount appears on bill or is removed from
call credits
• Might get follow up communications

Fundraising – Technical & Commercial bit
MO/MT MO/MT
SMS SMS
(SMPP) (SMPP)
Aggregator
Operators (e.g. T-Mobile)
SMS platform
•Operator typically takes 50% of revenue and
Web Interface (HTTP)
bills full amount to consumer
MO/MT SMS (SMPP)
•Aggregator charges for message costs, agency
charges a management fee
CLIENT PC Agency PC

Fundraising – push campaign e.g.
The UNHCR wanted to ask existing donors in Spain to help with
the crisis appeal in Congo .
UNHCR Spain sent donors a text message, asking
them to reply to donate €1.20 and pass on
message.
This push got an average 5% response rate, so 5 out 100 people
donated via their phones, while also raising awareness.

Fundraising – mobile internet e.g.
The mobile internet can
also be used for fundraising.
People are sent a link
within a text message to a
mobile site, where they can
donate. In the UK, such a
site can be also be used for
Giftaid.
When paying via mobile
internet (WAP billing), more
of the money (up to 90%)
ends up in your pocket.
Reach is significantly lower.

Fundraising – mobile rewards

Fundraising – mobile rewards

Fundraising ‐ Considerations
• ROI hampered by operator share
• Think viral – peer to peer distribution saves
you money
• Think long term – don’t alienate donors or
waste valuable data
• Think user experience – make donations
easy, safe and trusted

Q&A

Awareness & Engagement

Awareness & Engagement – What
• Using mobile to allow people to
– Ask for more info
– Participate
• Normally integrated with other channels
– TV
– Print
– Radio
– Outdoor

Awareness & Engagement – e.g.’s

Awareness & Engagement – e.g.’s

Awareness & Engagement – e.g.’s

Awareness & Engagement – e.g.’s

Awareness & Engagement – Why
Why do I engage with a charity?
• A recent event has drove the charity subject to my
attention
• I have opinions that can be voiced by the Charity to a
wider audience

Awareness & Engagement – What makes a
good campaign?
• A feeling of belonging
– Membership to a cause specific organisation
– Positive participation rather than passive recipient
• Instant and ongoing feedback
– A quick way to talk part in a petition or poll
• A badge of honour
– A digital membership card to be ‘worn’ as a wallpaper
• Reward/Gratification
– Be part of something easily

Awareness & Engagement – Consumer journey
• Sees call to action
• Sends in text message (‘Yes’ to 87887)
• Receives feedback via return text
– For more info call/click/go here
– Thank you for your vote
• Might get follow up communications

Technical & Commercial bit
MO/MT MO/MT
SMS SMS
(SMPP) (SMPP)
Aggregator
Operators (e.g. T-Mobile)
SMS platform
Aggregator charges for message costs, Web Interface (HTTP)
MO/MT SMS (SMPP)
shortcode and keyword, agency charges a
management fee
CLIENT PC Agency PC

Awareness & Engagement ‐ Considerations
• Reward participation
• Keep the door open for ongoing dialogue
• Ensure you have an opt‐out
• Keep user experience in mind (i.e. no two
finger form filling)

Q&A

Communication

Communication – What
• Dialogue with existing stakeholders
– Members
– Clients
– Activists
– Donors
– Staff
– etc
• Sending and receiving messages
– Reminders
– Appeals
– Feedback and encouragement
– Updates from the field
– Anonymous suggestions/complaints
– etc
• Using captured mobile numbers
• Integrated with existing systems (CRM, e‐mail, Web)

Communication – e.g.’s
ABC Green Aware Cycle4Life
Attention. Your membership is Green Aware needs volunteers Thank you for taking part in
due to expire the end of the for next month’s big event. If the Cycle for Life event last
month. Please take advantage you can spare some time on weekend. So far we have
of the many benefits an ABC Saturday 3rd April to help set‐ received over £45,000 in
membership has to offer by up, please call Sally Smith on sponsorship money. This is
renewing today. Visit 020 8767 8978 or REPLY ‘yes’ enough to pay for a whole
www.abc.org on your PC for to this message and we’ll call ambulance! Please keep the
more information or visit our you back during office hours. money coming in! Cheques etc
mobile site for more info payable to Cycle for Life and
http://abc.mobi sent to PO Box 675, London
E11 7YP.

Communication – Why
Why do I want an ongoing dialogue?
• I can give my voice to a cause
• I want to know what’s going on
• I need to be kept informed

Communication – What makes a good
campaign?
• Active engagement
– Taking part in a petition
– Regular communication and feedback
– An opportunity to give an opinion
• Being in the know
– Learn about events as they happen
• Tool for productivity
– Reach and inform activists
– Coordinate events
– Gauge and react to public opinion

Communication – How
• Simple message pushes (via online
platforms)
• Dialogues (through integrated platforms)

Technical & Commercial bit
MO/MT MO/MT
SMS SMS
(SMPP) (SMPP)
Aggregator
Operators (e.g. T-Mobile)
SMS platform
Aggregator charges for message costs, agency Web Interface (HTTP)
MO/MT SMS (SMPP)
charges a management fee, set‐up cost for
integrating with existing systems (e.g. e‐mail
and CRM)
CLIENT PC Agency PC

Communications ‐ Considerations
• Get permission and raise expectation
• Use sparingly – it’s a personal device
• Allow and advertise opt out

Q&A

Practical Demonstration
Setting up and executing your own
text push campaign

Mobile as a grassroots tool

Citizen Journalism & Activism

Citizen Activism
After the elections in Zimbabwe in Spring 2008, mobile phones were
used as a vital communication tool to disseminate news and
information. Dumisani Ndlela, a journalist in Zimbabwe, wrote about the
use of SMS jokes to make sense of the election stalemate at the time.
“One reads: “We would like to apologise to the nation for the late
release of the presidential results. This is due to the rigging process,
which is proving to be more difficult that we had anticipated.”
Another one reads, “If ZEC fails to supply us with the presidential
election results by the end of today, we will have no choice by get them
from the black market.”
A Mobile Voice: The Use of Mobile Phones in Citizen Media – Mobile Active

Field reports

Helping markets work for small
consumers

Resources

Web Resources
• Mobile Campaigns / Marketing
– Mobile Marketing Association - mmaglobal.com
– Mobile Marketing Magazine ‐
mobilemarketingmagazine.co.uk
– Mob Happy ‐ mobhappy.com
• Mobile technology
– Google mobile ‐ googlemobile.blogspot.com/
– Frontline SMS ‐ frontlinesms.com
• Mobile activism
– Mobile Active ‐

Simon@welovemobile.co.uk
Ben@welovemobile.co.uk
www.welovemobile.co.uk