Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Staying Fully Compliant with Mobile and SMS

1,270 views

Published on

I was honoured to speak at the CHASE conference on 12th Feb 2013 about the regulatory and compliance aspects of mobile giving. If you would like to know more about OpenMarket and the mobile engagement tools we provide to charities, associations and NFPs drop me a line! oisin.lunny@openmarket.com

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Staying Fully Compliant with Mobile and SMS

  1. 1. Staying Fully Compliant with Mobile and SMS Oisin Lunny, Senior Market Development Manager 12th February 2013
  2. 2. Mobile Engagement is Everywhere! Proprietary  &  Confiden0al  to  OpenMarket
  3. 3. OpenMarket are... Your Trusted Partner for Mobile Engagement Proprietary  &  Confiden0al  to  OpenMarket
  4. 4. OpenMarket provide...“The industry-leading, cloud-based Mobile Engagement Platform, allowing customers to create complex mobile solutions without the need for their own technical infrastructure.” Proprietary  &  Confiden0al  to  OpenMarket
  5. 5. OpenMarket customers include... Proprietary  &  Confiden0al  to  OpenMarket
  6. 6. Agenda The Market The Regulator Prior Permission for Regular SMS Giving VAT Case Studies Conclusion / Q&A
  7. 7. THE MARKET
  8. 8. Changing consumer behaviour "MIND THE GAP" by the Charities Aid Foundation, Sept 2012
  9. 9. Changing consumer behaviour Source: MobileSquared
  10. 10. Mobile primary internet access Source: MCT US
  11. 11. More mobile traffic Source: SiteCounter Global Stats 11/12
  12. 12. New devices adopted more rapidly Source: Apple
  13. 13. Most-missed media activity Source: Ofcom UK Adults’ Media Literacy, 2010
  14. 14. Be aware of smartphone penetration Source: Informa
  15. 15. The evolution of mobile giving Scarcity Social  proof The  0pping  point  theory THE  CHASM Early   adopters Early  majority Late  majority Laggards 13.5% 34% 34% 16%Innovators 2.5% Source: Everett, Gladwell, Maloney
  16. 16. The evolution of mobile giving Scarcity Social  proof The  0pping  point  theory THE  CHASM Early   adopters Early  majority Late  majority Laggards 13.5% 34% 34% 16%Innovators 2.5% Source: Everett, Gladwell, Maloney
  17. 17. The evolution of mobile giving Scarcity Social  proof SMS   dona0on The  0pping  point  theory THE  CHASMRG  PSMS Early   adopters Early  majority Late  majority Laggards 13.5% 34% 34% 16% Innovators 2.5% Source: Everett, Gladwell, Maloney
  18. 18. 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
  19. 19. Regular PSMS v Direct Debit
  20. 20. Regular PSMS v Direct Debit
  21. 21. Why SMS? Source: PhonepayPlus “Charitable Donations by Premium Rate Research”
  22. 22. Why SMS? Source: PhonepayPlus “Charitable Donations by Premium Rate Research”
  23. 23. 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
  24. 24. THE REGULATOR
  25. 25. The Regulator www.phonepayplus.org.uk
  26. 26. The PhonepayPlus Code Of Practice clear and accurate pricing information honest advertising and service content appropriate and targeted promotions
  27. 27. The PhonepayPlus Code Of Practice - 7.9
  28. 28. The PhonepayPlus Code Of Practice Charities Act 1992 (amended 2006) Lotteries & Prize Competitions Advertising Standards Authority (ASA) Committee of Advertising Practice Codes (CAP) Duty of Trustees Trading company
  29. 29. PhonePayPlus Research
  30. 30. Advertising Best Practice Beaten. Neglected. Starved. Will you help feed a dog like Archie until we can find him a home? When we found Archie, he weighed 3.2kg – just half what he should have. He hadn’t been fed for two 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 he desperately needed to survive. But there are many more neglected dogs like Archie – and many more hungry mouths to feed. Text FEED to 70030 to give £3 to 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: 219099 The 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 will receive 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.
  31. 31. Bates, Wells & Braithwaite
  32. 32. PhonePayPlus / BWB Guidelines
  33. 33. PhonePayPlus / BWB Guidelines
  34. 34. PhonePayPlus / BWB Guidelines
  35. 35. Prior Permission
  36. 36. Prior Permission Exemption
  37. 37. Prior Permission Exemption
  38. 38. PhonepayPlus - Prior Permission
  39. 39. PhonepayPlus - Prior Permission
  40. 40. PhonepayPlus - Prior Permission
  41. 41. PhonepayPlus - Prior Permission
  42. 42. PhonepayPlus Prior Permissions Form for Regular Giving
  43. 43. Prior Permissions Application StructureLevel 1 aggregator (mandatory) Agency (optional) Charity
  44. 44. Prior Permissions Application Timing Initial application 6-8 weeks Subsequent applications 5 days Shortcode provisioning 3-7 weeks
  45. 45. VAT
  46. 46. Charity Shortcode Range = VAT exempt70XXX
  47. 47. www.hmrc.gov.uk/charities/
  48. 48. Mobile Data Association Framework for Mobile Charitable donations
  49. 49. Mobile Data Association Framework for Mobile Charitable donations
  50. 50. DEC partner network
  51. 51. Keywords to track ROI
  52. 52. Gift aid innovation
  53. 53. Gift aid innovation MEP
  54. 54. Gift aid compliance you need to have an auditable record of the donors names & addresses
  55. 55. Fully complaint, excellent 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
  56. 56. The importance of marketing TV 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
  57. 57. A World Record breaking campaign,
  58. 58. with mobile shortcodes at the heart of the engagement strategy.
  59. 59. The overall campaign raised over £1 million, via sms egg hunt entries, and egg auctions.
  60. 60. capturing the public’s imagination, while generating massive goodwill and pr.
  61. 61. IN CONCLUSION
  62. 62. Choose the right partner!
  63. 63. Work closely with the regulator and their guidelines
  64. 64. Top Three Considerations Prior Permissions VAT / 70XXX shortcode Gift Aid
  65. 65. KEEP IN TOUCH... TEXT “OISIN” TO 88600 ... OR FIND ME ON LINKEDIN

×