OpenMarket & Open Fundraising at Mobile Marketing Live #mmliveglobal

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Presentation by Oisin Lunny & Paul de Gregorio on successful charity campaigns on mobile, and lessons from the Third Sector. FOr more information please visit:

www.openmarket.com/europe
www.openfundraising.com
http://degregoriopaul.blogspot.co.uk

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OpenMarket & Open Fundraising at Mobile Marketing Live #mmliveglobal

  1. 1. Lessons from the Third Sectorsuccessful charity campaigns on mobileOisin Lunny, Senior Market Development Manager
  2. 2. BackgroundCase studies: 1. DEC 2. Faberge Big Egg Hunt 3. Open FundraisingLessons from the Third Sector
  3. 3. Changing consumer behaviour "MIND THE GAP" by the Charities Aid Foundation, Sept 2012
  4. 4. Changing consumer behaviour Source: MobileSquared
  5. 5. Mobile primary internet access Source: MCT US
  6. 6. More mobile traffic Source: www.mycleveragency.com
  7. 7. Most-missed media activity Source: Ofcom UK Adults’ Media Literacy, 2010
  8. 8. The evolution of mobile giving CE0,E+- C*E07$&,**F !"#$%&&()$&*(+$+"#*,- !@6$A@BCD 60,7-$ 08*&+#,1 60,7-$;0<*,+- >0+#$;0<*,+- >0))0,81 9:345 :=5 :=5 9?5.((*/0+*,1 2345 Source: Everett, Gladwell, Maloney
  9. 9. The evolution of mobile giving CE0,E+- C*E07$&,**F !"#$%&&()$&*(+$+"#*,- !@6$A@BCD 60,7-$ 08*&+#,1 60,7-$;0<*,+- >0+#$;0<*,+- >0))0,81 9:345 :=5 :=5 9?5.((*/0+*,1 2345 Source: Everett, Gladwell, Maloney
  10. 10. The evolution of mobile giving CE0,E+- C*E07$&,**F CDC$ 8*(0%*( !"#$%&&()$&*(+$+"#*,- !@6$A@BCDGH$ICDC 60,7-$ 08*&+#,1 60,7-$;0<*,+- >0+#$;0<*,+- >0))0,81 9:345 :=5 :=5 9?5 .((*/0+*,1 2345 Source: Everett, Gladwell, Maloney
  11. 11. Massive growth of SMS giving % of respondents who have given to charity in last 3 months “In which of the following ways did you give?” Source: nVision / Charity Awareness Monitor (nfpSynergy) Base: 1,000 online respondents aged 16+, GB
  12. 12. Why SMS? SMS are perceived as personal 90% of SMS read within an hour One self contained channel for all Mobile user is in control initial interaction has overcome the biggest barrier already
  13. 13. DEC partner network
  14. 14. Keywords to track ROI
  15. 15. Gift aid innovation
  16. 16. Gift aid innovation ADJ2
  17. 17. Results• 500% increase in SMS donations• 60% opt-in to gift aid• Double the response from other channels• 25% added to these donations• Over £1,500,000 raised by SMS and Gift aid• OpenMarket processed over £10,000 /second• Record donations by mobile for DEC
  18. 18. Using the shortcode on other mediaTV Peaking at 298k on 08/07/11 £300,000 £225,000 TV events / newspaper ads drove peak donations, in particular support from ITV £150,000 TV £75,000 £0 August 2011
  19. 19. The Faberge Big Egg Hunt Paul de Gregorio Head of Mobile at Open Fundraising
  20. 20. A World Record breaking campaign,
  21. 21. with mobile shortcodes at the heart of the engagement strategy.
  22. 22. The overall campaign raised over £1 million, via sms egg hunt entries, and egg auctions.
  23. 23. capturing the public’s imagination, while generating massive goodwill and pr.
  24. 24. Beaten.Neglected.Starved.Will you help feed a doglike Archie until we canfind him a home?When we found Archie, he weighed 3.2kg – just half what he should have. He hadn’t been fed fortwo weeks and was so close to death that his temperature didn’t register on the vet’s thermometer.Thankfully, he was brought to an RSPCA rescue centre, where he was given the food and care hedesperately needed to survive. But there are many more neglected dogs like Archie – and many morehungry mouths to feed.Text FEED to 70030 to give £3to feed and care for a dog like Archie.The RSPCA can only exist thanks to donations from people like you. So thank you in advance for your kindness.The RSPCA helps animals in England and Wales. Registered charity no: 219099The RSPCA brings private prosecutions where appropriate. Your gift will be used to further our work where it’s needed most. You will be charged £3, plus one message at your standard network rate. RSPCA willreceive 100% of your donation, excluding O2 customers where £2.96 will be received. By using this service, you agree that we may contact you in the future. If you’d rather we didn’t, text OPTOUT to 70030.
  25. 25. Mobilise reporting tools
  26. 26. Regular PSMS v Direct Debit
  27. 27. Regular PSMS v Direct Debit
  28. 28. Lessons from the Third Sector
  29. 29. Its a mobile world 80 60 40 20 0 UK population v mobile handsets (m) People Phones
  30. 30. Every mobile transactionis a CRM opportunity
  31. 31. Mobile is reinvigorating other marketing channels
  32. 32. Metrics and reporting - vital to measure ROI
  33. 33. Know your target market Getty Images
  34. 34. Take the opportunity Photo: Give A Man A Kick the new album from giveamanakick Cypress ave Cork April 18th 0ut April 18th Whelans Dublin April 19th Roisin Dubh Galway April 24th w w w. m y s p a c e . c o m / g i v e a m a n a k i c k Dolans Limerick April 25th
  35. 35. Understand the key drivers of performance
  36. 36. Focus on improving the areas that will have the biggest impact
  37. 37. Be brilliant at the basics
  38. 38. Optimise everything
  39. 39. Keep It Short & Simple
  40. 40. Choose the right partner
  41. 41. customers and partners
  42. 42. ** THANK YOU **sales@uk.openmarket.com www.openmarket.com text “sales” to 88600 Visit us at stand 26

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