Helen Pattinson, Mobile Fundraising, Impact through innovation

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  • Core is fundraising Connect my supporters with my cause
  • TIM
  • TIM
  • TIM I’ve got some great data for you today – from a great source – the NFP Synergy report on Mobile and Charity from June of this year It’s called SENDING OUT AN SMS and it’s a brilliant read. Anyway – data …. It will come as no surprise that Pretty much 100% of people have a mobile phone. Both genders. Across all age groups. Even the 65+ age group. Across all socio-economic groups.
  • Soccer Aid 2010 Pakistan DRTV – July – Oct 2010 Mobile Pledge (street and tm) – Jan 2011 (acknowledge OPEN) Ongoign mobile pledge basic journeys Press ad prospecting – May 2011 East Africa press and social media and cinema – July 2011 July 2011 – PSMS on Street Nov - Inserts Nov 2011 – non emergency DRTV with SMS cta Xmas appeal 2011 – SMS as CTA Better donor journeys that can be interrupted Sahal - social Soccer Aid – May 2012
  • Data protection and best practice Advice taken from Direct Marketing Association and expert mobile agency Donors received thank you text offering opt out: “Thanks 4 donating £3 to UNICEF's Pakistan Children's Appeal. We'll be in touch soon 2 tell u more about our vital work. Rather not hear from us? Reply FINISH” All contacts were run through the telephone preference service, those who had subscribed to this UUK did not contact via telephone
  • LOUISE
  • Helen Pattinson, Mobile Fundraising, Impact through innovation

    1. 1. @helenjpatttinsonMobile Fundraising, Helen Pattinson
    2. 2. Percentage ofpeople in the UK with a phone?
    3. 3. Basically absolutely everyone!
    4. 4. Total 96% M ale 95%Female 97% Everyone... AB 95% C1 96% C2 97% DE 97% 16-24 95% 25-34 97% 35-44 96% 45-54 96% 55-64 96% 65+ 96%
    5. 5. The journey2010 2011 2012
    6. 6. How are we using mobile?
    7. 7. How are we using it? Social DRTV Press Outdoor Street Cinema SMS (prospecting)Testing and learning PSMS (prospecting) Direct Debit Mobile regular giving conversion conversion Ongoing journeys
    8. 8. How are we using it? Social DRTV Press Outdoor Street Cinema SMS (prospecting)Testing and learning PSMS (prospecting) Direct Debit Mobile regular giving conversion conversion Ongoing journeys
    9. 9. How are we using it? Social DRTV Press Outdoor Street Cinema SMS (prospecting)Testing and learning PSMS (prospecting) Direct Debit Mobile regular giving conversion conversion Ongoing journeys
    10. 10. How are we using it? Social DRTV Press Outdoor Street Cinema SMS (prospecting)Testing and learning PSMS (prospecting) Direct Debit Mobile regular giving conversion conversion Ongoing journeys
    11. 11. How are we using it? Social DRTV Press Outdoor Street Cinema SMS (prospecting)Testing and learning PSMS (prospecting) Direct Debit Mobile regular giving conversion conversion Ongoing journeys
    12. 12. How are we using it? Social DRTV Press Outdoor Street Cinema SMS (prospecting)Testing and learning PSMS (prospecting) Direct Debit Mobile regular giving conversion conversion Ongoing journeys
    13. 13. And has mobilefundraising worked?
    14. 14. 2010: Pakistan floods
    15. 15. Pakistan DRTV Almost 40,000 Initial ROI of new SMS donors 0.86Pledge conversion rate 12%Pledge average gift £70Year one ROI 1.38Predicted year five ROI 4.87
    16. 16. How they converted 12.50% 12.00% 11.50%Conversion rate 11.00% 10.50% 10.00% 9.50% 9.00% Pakistan SMS Pakistan other
    17. 17. 2011: expanding media 19.31% conversion rate CPA of £1xx
    18. 18. Soccer Aid: 2010# new text donors 182,871# multiple givers (approx) 10,000Total income £914,35540,00035,000 James Nesbitt video30,00025,00020,00015,00010,000 5,000 - 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 :0 :1 :3 :4 :0 :1 :3 :4 :0 :1 :3 :4 :0 :1 :3 :4 :0 :1 :3 :4 18 18 18 18 19 19 19 19 20 20 20 20 21 21 21 21 22 22 22 22
    19. 19. Soccer Aid: Appeal Films
    20. 20. Soccer Aid: results 277, 378 contactable names Over £1.5m from mobile
    21. 21. Monthly pledge: donor journeys
    22. 22. Comparing active rates: @ 10 months 90% 80% 70%Active/ survial rate 60% 50% 40% 30% 20% 10% 0% Connected TM Cold TM Door to door Connected Street Street
    23. 23. Context: pledge recruitment Cold M ail Reciprocals Inserts Door Drop DRTV Database Names (other) Database Names (TM ) Database Names (DM ) Reactivation Cold TM Street Door Press (SM S) prospecting Street (SM S) prospecting Connected Affiliates Display Google content Search Control Payroll Emergency conversion2012 bud. 2011 2010 2009 2008 2007 2006 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000
    24. 24. SMS monthly giving is important! Inserts / doordrops DRTV DB names Reactivation TM Cold TM Face to face Door to Door Other Digital M obile pledge
    25. 25. So everything has worked?
    26. 26. Not quite!
    27. 27. Cost per prospect £0 £50 £100 £150 £200 £250 £300 £350 Ra di o W ha t s on TV Christmas: G ua di an Br oa ds he et s M em os t ick W as hr o omTr s ai n Ca rd Pa ne ls Ra di o Ti m es Tu be pa ne ls
    28. 28. Traditional media
    29. 29. And everything is mobile?
    30. 30. Not quite!
    31. 31. The future
    32. 32. The futureetc . . . etc . . . etc . . . etc . . .
    33. 33. Us too!
    34. 34. A bit worried . . .
    35. 35. Christmas Syria Campaign
    36. 36. Christmas Syria Campaign - tube
    37. 37. Cost per prospect £0 £50 £100 £150 £200 £250 £300 £350 Ra di o W ha t s on TV G ua di an Br oa ds he Christmas 2011: et s M em os t ick W as hr o omTr s ai n Ca rd Pa ne ls Ra di o Ti m es Tu be pa ne ls
    38. 38. Cost per prospect £0 £50 £100 £150 £200 £250 £300 £350 Ra di W o ha t s on TV G ua di an Br o ad s he e ts M em os t ic k W as h ro Tr om ai n s C ar d Pa ne ls Ra di o Ti m es Tu be pa Christmas – 2012 learnings: 20 ne 12 ls W20 as 12 h ro Tr om ai n s C ar d Pa 20 ne 12 ls Tu b e pa ne ls
    39. 39. Christmas: 2011 vs 2012 £70 £60 2011 2012 £50Cost per prospect £40 £30 £20 £10 £0 Washrooms Tube panels Train Card Panels
    40. 40. And to finish . . .
    41. 41. Do get in touch!
    42. 42. Do get in touch!
    43. 43. Any questions?
    44. 44. @helenjpatttinson helenp@unicef.org.ukDo get in touch!

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