Is mobile technology the fundraisers' answer?

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Paul de Gregorio at Open Fundraising presents Is mobile technology the fundraisers' answer? at Lasa's Powering Up The Third Sector Technology Conference at IBM Forum London, 14 November 2011

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Is mobile technology the fundraisers' answer?

  1. 1. Is Mobile Technology the Fundraiser’s Answer? Paul de Gregorio @pauldegregorio #lasatech11
  2. 2. What I’ll cover…• Some data on mobile use• Some great case studies• What makes a great campaign• Local charities and individuals• 5 key things to take away• Questions …
  3. 3. Everyone has a mobilephone…
  4. 4. We love our mobile phones…• 90% of us keep our phone within 1 metre of us at all times.• 81% smartphone users admit never turning their phone off.• 22% admit answering a call or sending a text from the toilet.• 54% 18-24 yr olds have given to charity spontaneously because of technology.
  5. 5. How we use our phones…
  6. 6. To send SMS messages…
  7. 7. take photos…
  8. 8. and access the internet…
  9. 9. and to use apps…
  10. 10. YOU DON’TNEED AN APP.
  11. 11. Our phones are gettingsmarter
  12. 12. Smartphone use is growing…
  13. 13. Smartphone use in 2011
  14. 14. SMS is still the most popularuse…
  15. 15. Internet use up from 44% to74%
  16. 16. “SMS is really really important” Paul de Gregorio Know it all, Lasa Conference, 2011
  17. 17. “SMS is the number one priority for Coca Cola in mobile” Gavin Mehrota Director International Media, Coca Co
  18. 18. “You need SMS to reach every single person on the planet” Gavin Mehrota Director International Media, Coca Co
  19. 19. Why we should love SMS!Anybody can send an SMSYou don’t need a smartphone tosend an SMSSMS messages are cheap tosend and receive91% of SMS messages areread within an hourSMS can lead to an enhancedsmartphone experience
  20. 20. SMS use in the UK…
  21. 21. How many texts sent every hour in 2009?
  22. 22. 11 million!
  23. 23. In 2009 100 billion texts were sent in the UK
  24. 24. 1,700 for every person in the UK
  25. 25. So is all this texting helping fundraisers…
  26. 26. In the beginning there was SMS…
  27. 27. Save the Children Gaza Appeal
  28. 28. What happened next…• An overwhelming response• 180,000 texts in just a few days• A decision to fundraise!
  29. 29. Fundraising outcome…• Called majority prospects with a regular giving ask• c.9,000 new regular givers• Huge prospect pool for future appeals• Return on Investment of over 1:1
  30. 30. This was the moment that made the sector stop and think…
  31. 31. … how do we do what Save the Children did?
  32. 32. So we can use SMS to generate handraisers, who we can convert to monthly giving…
  33. 33. But can we use SMS to actually raise money?
  34. 34. Charities have topay VAT on mydonations!
  35. 35. Charities have topay VAT on my The networks keepdonations! up to 40% of my donation!
  36. 36. Charities have topay VAT on my The networks keepdonations! up to 40% of my donation!
  37. 37. Today almost all the UKnetworks pass on 99% of the donation
  38. 38. Text to donatecampaigns…
  39. 39. Christian AidMosquito nets
  40. 40. 12% will sayyes to Direct Debit
  41. 41. 88% say NO!
  42. 42. “I don’t want to set up a Direct Debit.Why can’t I give every month by text?”
  43. 43. So what makes a great SMS campaign…
  44. 44. Itch + Scratch = Relief
  45. 45. Clear Need + Clear Solution = Response
  46. 46. A child dies of malaria every 45 seconds
  47. 47. A £3 net will protect a child from the disease
  48. 48. Complex Need + Vague Solution = No Response
  49. 49. A quick word on media…
  50. 50. In 2 months 190,000 PSMS Over £1 MillionEast Africa 2011
  51. 51. In 2 months 190,000 PSMS Over £1 MillionEast Africa 2011
  52. 52. It’s easy if you’ve got a big budget!
  53. 53. What if you’ve got no budget…
  54. 54. The TEXT FOR TOMMY appeal…
  55. 55. What made this work…A local story about a local heroAn accessible ask of just a £1Huge interest from the local pressFull support of the football family
  56. 56. SMS is a great tool for your fundraisers
  57. 57. Pic of grandad
  58. 58. Text …PAUL71 £1 TO 70070
  59. 59. 27% of donations were given by SMS12% of the value was given by SMS
  60. 60. Five things to take away…• Define your itch and scratch• Think creatively about where you put your message• Mobile optimise everything• Test new things, expect to fail and have fun• Help your donors use the available tools
  61. 61. QUESTIONS…
  62. 62. Paul de GregorioHead of Mobile, Open Fundraising@pauldegregoriopaul.degregorio@openfundraising.com

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