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


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This session will examine why the mobile phone is a suitable channel for third sector organisations to drive awareness, raise funds and communicate with a range of stakeholders. An examination of how …

This session will examine why the mobile phone is a suitable channel for third sector organisations to drive awareness, raise funds and communicate with a range of stakeholders. An examination of how the device is becoming a worldwide grassroots tool for change, activism and economic independence.

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  • 1. Using the mobile channel to  your benefit – the what, why and how.
  • 2. 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  
  • 3. The four most used features of the  mobile phone from a consumer  perspective?
  • 4. Four most used…. • Make a call • Send a text message • Use as a torch • Use as an alarm clock
  • 5. Why is the mobile phone becoming  such an important mass media  channel?
  • 6. 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
  • 7. Fundraising 
  • 8. 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 
  • 9. 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. 
  • 10. 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
  • 11. 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”
  • 12. 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 
  • 13. 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
  • 14. 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. 
  • 15. 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.  
  • 16. Fundraising – mobile rewards
  • 17. Fundraising – mobile rewards
  • 18. 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 
  • 19. Q&A 
  • 20. Awareness & Engagement
  • 21. Awareness & Engagement – What • Using mobile to allow people to – Ask for more info – Participate  • Normally integrated with other channels – TV  – Print  – Radio  – Outdoor 
  • 22. Awareness & Engagement – e.g.’s
  • 23. Awareness & Engagement – e.g.’s
  • 24. Awareness & Engagement – e.g.’s
  • 25. Awareness & Engagement – e.g.’s
  • 26. 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
  • 27. 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
  • 28. 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 
  • 29. 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
  • 30. 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) 
  • 31. Q&A 
  • 32. Communication 
  • 33. 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) 
  • 34. 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 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 sent to PO Box 675, London  E11 7YP.  
  • 35. 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
  • 36. 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 
  • 37. Communication – How • Simple message pushes (via online  platforms) • Dialogues (through integrated platforms) 
  • 38. 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
  • 39. Communications ‐ Considerations • Get permission and raise expectation • Use sparingly – it’s a personal device • Allow and advertise opt out
  • 40. Q&A 
  • 41. Practical Demonstration Setting up and executing your own  text push campaign
  • 42. Mobile as a grassroots tool
  • 43. Citizen Journalism & Activism
  • 44. 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
  • 45. Field reports 
  • 46. Helping markets work for small  consumers 
  • 47. Resources 
  • 48. Web Resources • Mobile Campaigns / Marketing  – Mobile Marketing Association - – Mobile Marketing Magazine  ‐ – Mob Happy ‐ • Mobile technology – Google mobile ‐  – Frontline SMS  ‐ • Mobile activism    – Mobile Active ‐
  • 49.