The mobile donation revolution


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Elizabeth Kessick, Head of Insight, JustGiving

Discover the huge opportunity for donations through mobile, and how you can get started right away.
We’ll cover…

The size of the opportunity for mobile donations

The rise of mobile internet use

An overview of JustTextGiving, the UK’s first free text donation service

And some great examples of mobile donations campaigns

Published in: Education, Business, Technology
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  • Hello – I’m Elizabeth Kessick, JustGiving’s Head of Insight we’re going to talk about three things this afternoon1. the size of the mobile donation opportunity2. some examples of how it works3. how you can get started today harnessing these powerful ways to donate
  • I started in 2001 – been there since the beginning. We’ve done this – it’s very rewarding. And we are the original and best online fundraising platform – the largest community of givers in the world. Our pages raise more than me-too services on average, and we are constantly innovating – in fact, we’re about to release a whole bunch of social enhancements to our core service, including a facebook app which means that sponsors won’t even have to leave FB to sponsor their friends (our beta has already taken over £100,000 in donations). But that’s not what I’m here to talk about today...
  • Let’s start by framing the opportunity here: Globally there are 4billion mobile phonesAnd here in the UK there are more mobile phones than people (1.8 per person!) 90% of UK adults use a mobile phone everyday. There is an even distribution across age (until 65) and social class when people leave the house they tend to have 3 things on them: keys, wallet and mobile phone: in fact, there is a better chance of them having the mobile phone on them than a wallet!
  • So, so far it looks like about a quarter of us have smartphonesInterestingly enough, smartphones are right now responsible for nearly a quarter of web browsing globally, which means the equivelent of 32 minutes per daySo there’s nearly a 1 in 4 chance that someone is looking at your website on a mobile phone
  • And about that cash thing – the other common methods are direct debit (29%), buying goods (25%) and raffle tickets (20%). In case you’re wondering online donations is at about 7% So what’s wrong here? Why aren’t we harnessing this amazing technological and psychological change that we’ve seen coming – and that we’ve been part of – for the last 10 years? Part of this is understanding our mobile users better, and how they user their phones. There’s a really great way to describe how we use our phones (especially smartphones and the mobile internet)
  • And that is SNACKTIMEWhich means a lot of people using mobile devices are killing time, not expecting to really accomplish anything, consuming content rather than creating it, not reading things comprehensivelySomething enjoyable but not tremendously ‘healthy’ as it were. Like a donut! Or like checking Facebook, which is what 45% of people are doing on the mobile web. And snacktime happens anytime – it’s not as tied to the work week as the desktop web. When I compare our analytics in mobile vs non mobile in GA, I see the peaks and troughs of the work week in our overall traffic – but the mobile traffic is a slow steady stream, moving slightly upwards... The advantage that ‘snacktime’ has for us in the charity sector is that this is time which might not have been used for something charitable – and there’s opportunities for spontaneous donations hereso we need to make things as easy as possible for someone who is passively ‘snacking’ to actively do something using their phoneThis is why quite often simple wins when it comes to mobile: pare down your functionality and your messaging, make it easy for people to support you through SMS, etc.
  • This graph shows us how much JG’s mobile traffic has grown just in 3 monthsRight now we’ve plateaued at around 15% of traffic – think it’s going to stay there for a while but expecting it to grow again
  • Now this is not anything to do with one of those machines that goes beep at the hospital – this is showing the difference between overall aggregated web traffic (in yellow) and mobile traffic (in green) in the month of MayYou can see that we’ve got peaks and troughs which represent the work week in the overall traffic. However, the mobile traffic is that nice solid line there at the bottom – no big highs, no big lows. But consistent. Because people are using their mobiles to access the web anytime – not just when they are at the office!
  • However, we do know that this technology – and slacktivism in general works when it’s done right. For example.... If everyone with a phone in the UK donated just £1.50 a month – the price of a latte – it would bring an additional 1.4 billion to the sector58% of 18-24s have already expressed an intereste in using text donation to give to charity – so it’s a way to get to those least likely people
  • So obviously our challenge in the sector is to get going with mobile. There are a few easy ways to do thisOptimise your website and content for snacktimeSet up the ability to take SMS donations and add to your campaigns
  • At this particular moment the important thing is to optimise for simplicity when people are viewing your website and content through a smartphone. For example, here’s the JG homepage on the desktop web: lots of content, very updatable, very visual, lots of navigation And here’s how it looks when you browse to it using an iPhone. Pretty basic. Ideally, you’d like to give these ‘snackers’ the core content: if it’s a charity website, you probably want a bit of information about you, how you help, and how to donate. Very simple. Remember: this is now how nearly a quarter of the web is used: by smartphones! If you’re wondering how we did this – we use MVC: the v part of that describes a ‘view engine’ , which is smart enough to detect what sort of device the site is being browed on. So we built some additions to the view engine which detects smartphones, allowing ups to produce alternate views of common pages, specified for the devices. So as you can see in the screenshot above it’s been clever enough to figure out that I’m on an iphone – and suggested the JG iPhone app. MVC lets you create these views without actually changing any of the server side code used to render a page. Our main piece of advice about doing this is to make sure you’ve got lots of phones for testing!
  • So here are just a few other examples of mobile sites that have been put together for charitiesNote how the simplicity unites all the examples. With mobile views they don’ t have to be perfect: they just need to work! It’s a bit like the web of the early 2000s when all of the browsers supported things differently. Basically, Blackberry is your IE 6.
  • JustTextGiving by Vodafone is a completely different service which will enable charities to receive text donations for free for the first time. And when I say free I mean free – no transaction charges and no mobile carrier fees either. All of the big mobile providers have signed up to join the initiative. Any registered charity has been able to use the service since May 9So far we’ve had nearly 2000 charities try the service since we launched earlier that month
  • And here’s an example of the process – firstly, MSF sent out this tweet. As you can see they’ve generated their codes (Docs01) and shown an example of how to donateThis is what I get when I send off my sms message. As you can see it’s generated a link to a gift aid form: having a good GA process was really important to us, as it’s something we do well on the desktop web and on our mobile views. And I was able to click through and easily fill in the GA form, so that MSF got 25% more. So my entire donation by text winds up being £6.25 with no cost to MSF.
  • It’s really easy to get started – first, if you are a JG member you can get going right from your charity account. All the info you need to get started is in there. If you’re not a JG member you can use the service as well and it’s free to you
  • You can get 10 codes for members, 1 code for non members....So it’s very easy to set up and if you’re interested I can go over this in more detail with anyone who’d like to speak to me later – the ladies at the JG stand will also be able to tell you more. But generally you need to either have a JG account or get a free one by registering with JTG: then you can start creating what we call VIC codes (that’s vodophone individual codes) Which might be something like LUKE01. There one numeric mobile code to accept donations, and that’s 70070. Then all you need to do is to publicise your vic code – let me show you an example
  • Get free leaflets, posters, stickers and business cards for your charity to let potential donors know your Vodafone Individual Code. You can download our free blank templates and customise and print as many as you need. Alternatively, until the end of October 2011, order a professionally printed pack and we'll deliver it to your door free of charge.Go to
  • Here are some ideas of where you could use JTGFundraising for schools Hyper local fundraising for churches and local campaigns – the old ‘repair the steeple’ Music festivals, or anywhere where lots of like minded people come together Immediate responses to disasters
  • The parish church of St Aldgates in Oxford has had over 140 donations so far and have raised close to £1400. It will come as no surprise to you that most of those donations have been on Sundays – they’ve been using JustTextGiving as mobile collection boxThe dogs trust has also been quite successful with this too so it’s not just for the little guys –they’ve had nearly 400 sms donations - big charities can use this too.The parrot zoo trust has received over 60 donations in part because of this tweet from Darren Brown.. This is Wilton’s Music Hall in east london – a great venue where I’ve seen a few gigs – on May 25th, they found out that they’ve not got funding from the government for their restoration and they immediately sent out a tweet – and had 120 donations in responseAnd I just loved this example of some lo-fi fundraising: this is a banner on a scottish beach for MND ScotlandBauer radio, who own a number of radio stations, including magic 999 here, have raised over £12,500 for their Cash for Kids charity by broadcasting the text codes. These last two examples go to show that text donations are not always linked to online. In fact, they can be nearly as flexible and spontaneous as offline cash donations...
  • All fundraisers with a JG page will be able to take donations through txt themselves: we’re launching this on the 20th of JuneSo we’re hoping to see a lot of GNR runners with text codes on their backs.... !!!
  • We know that more people leave the house with a mobile than a wallet now – it’s that important to them. It’s part of their personal identity in a way that a laptop would never be. There is a good chance that mobiles will have a large part to play in decreasing our reliance on cash, credit cards, and cheques in the future. Even though not everyone has a smartphone, it’s important to make your content available to people who are browsing using the mobile web, even if it is incredibly minimal. Remember that 23% of the total web is being used this way: you wouldn’t want 23% of your potential supporters to have a frustrating experience, would you? Text messaging crosses ages, classes, and income level, and people use all sorts of mobile devices to send and receive texts. There is a huge opportunity to build text campaigns and get people to make on the spot, in the moment donations- rather than having them forget and put off making an online or offline donation. And, most importantly: you need to be thinking of your mobile strategy. And you’re going to have to keep on thinking about it too. So experiment, use tools like JustTextGiving and just get out there with mobile - ignore it at your peril!
  • Any questions?
  • The mobile donation revolution

    1. 1. The mobile donation revolution<br />Elizabeth KessickHead of InsightJustGiving<br />
    2. 2. About JustGiving<br />Over 13m users<br />Over<br />8,000 charities<br />over£850m<br />raised<br />
    3. 3. Mobile is bigger than you can imagine <br /><br />
    4. 4. We love our mobile phones!<br />23% of web browsing <br />140 text messages per person per month<br />Young people aged 18-29 are the most in-tune with mobile technology<br />
    5. 5. But most of us aren’t donating this way<br />Women aged 45-64 are the most likely to give. Men aged 16-24 are the least likely. <br />56% of the UK adult population donate to charity in a typical month<br />Only 20% of charities fundraise using text: barriers to entry are high costs and lack of knowledge. <br />8% of the population contribute 47% of total donations<br />Cash is still the most common method of donation used by half of all donors<br /><br />
    6. 6. Mobile is different from the web<br /><br />
    7. 7. Percentage of visits to from mobile devices... <br />That’s a growth rate of nearly 82% in 2011 alone! <br />In April we had around 23,800 visits from mobile phones every day....<br />Snacktime is on the rise<br />
    8. 8. Snacktime happens any day<br />
    9. 9. Snacktime happens anytime<br />
    10. 10. Slacktivism works!<br />The American Red Cross raised $8m in 48 hours following the earthquake in Haiti <br />Comic Relief 2011 raised £15.17m by text donations – the highest raised through text donations ever! <br />The total donated by text to the DEC through appeals is around 18%<br />The number of smartphone transactions on JustGiving has doubled since introducing mobile views <br />@willjohnh<br />
    11. 11. Get started now<br /><br />
    12. 12. Mobile views<br />
    13. 13. Mobile sites<br />
    14. 14.
    15. 15. The process<br />
    16. 16. Get started with JustTextGiving<br />You can also register for a free‘JustTextGiving by Vodafone’ account with one free phone call<br />0800 052 1081<br />If you’re already a JustGiving member, simply login to your charity account to set up your text donation codes <br />
    17. 17. It’s so easy....<br />Log in to your account <br />Create your unique 6 digit SMS code(s)<br />Add your JustTextGiving codes to your marketing. <br />Watch your donations mount up on your online dashboard and in your reporting<br />Receive your text donations through BACS payments from JustGiving or by cheque<br />
    18. 18. Get free marketing kits<br />What you get:<br />- 20 A3 Posters<br />- 20 A4 Posters<br />- 50 Leaflets<br />- 50 Business cards<br />- 50 Stickers<br />Get your free kit at<br />
    19. 19. Give it a go...<br /><br /><br /><br /><br />
    20. 20. JustTextGiving in the wild...<br />
    21. 21. Coming soon....<br />
    22. 22. In summary<br />Text messaging is hugely popular, and an ideal springboard for immediate response campaigns<br />Almost everyone is an mobile phone user. People love their mobiles and use them for all sorts of things<br />Use of the mobile web is going up and’s worth thinking about these users & their experience with your content and website<br />Mobile needs to be part of your fundraising mix right now. And you need to keep on thinking about it too<br /><br />
    23. 23. Elizabeth<br />@Izabel_blue<br /> <br />0800 052 1081<br />