Staying Fully Compliant with Mobile and SMS

1. Staying Fully Compliant with Mobile and SMS Oisin Lunny, Senior Market Development Manager 12th February 2013

2. Mobile Engagement is Everywhere! Proprietary & Conﬁden0al to OpenMarket

3. OpenMarket are... Your Trusted Partner for Mobile Engagement Proprietary & Conﬁden0al to OpenMarket

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. OpenMarket customers include... Proprietary & Conﬁden0al to OpenMarket

6. Agenda The Market The Regulator Prior Permission for Regular SMS Giving VAT Case Studies Conclusion / Q&A

7. THE MARKET

8. Changing consumer behaviour "MIND THE GAP" by the Charities Aid Foundation, Sept 2012

9. Changing consumer behaviour Source: MobileSquared

10. Mobile primary internet access Source: MCT US

11. More mobile traffic Source: SiteCounter Global Stats 11/12

12. New devices adopted more rapidly Source: Apple

13. Most-missed media activity Source: Ofcom UK Adults’ Media Literacy, 2010

14. Be aware of smartphone penetration Source: Informa

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. 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. 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. 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. Regular PSMS v Direct Debit

20. Regular PSMS v Direct Debit

21. Why SMS? Source: PhonepayPlus “Charitable Donations by Premium Rate Research”

22. Why SMS? Source: PhonepayPlus “Charitable Donations by Premium Rate Research”

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. THE REGULATOR

25. The Regulator www.phonepayplus.org.uk

26. The PhonepayPlus Code Of Practice clear and accurate pricing information honest advertising and service content appropriate and targeted promotions

27. The PhonepayPlus Code Of Practice - 7.9

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. PhonePayPlus Research

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. Bates, Wells & Braithwaite

32. PhonePayPlus / BWB Guidelines

35. Prior Permission

36. Prior Permission Exemption

37. Prior Permission Exemption

38. PhonepayPlus - Prior Permission

42. PhonepayPlus Prior Permissions Form for Regular Giving

43. Prior Permissions Application StructureLevel 1 aggregator (mandatory) Agency (optional) Charity

44. Prior Permissions Application Timing Initial application 6-8 weeks Subsequent applications 5 days Shortcode provisioning 3-7 weeks

45. VAT

46. Charity Shortcode Range = VAT exempt70XXX

47. www.hmrc.gov.uk/charities/

48. Mobile Data Association Framework for Mobile Charitable donations

49. Mobile Data Association Framework for Mobile Charitable donations

50. DEC partner network

51. Keywords to track ROI

52. Gift aid innovation

53. Gift aid innovation MEP

54. Gift aid compliance you need to have an auditable record of the donors names & addresses

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. 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. A World Record breaking campaign,

58. with mobile shortcodes at the heart of the engagement strategy.

59. The overall campaign raised over £1 million, via sms egg hunt entries, and egg auctions.

60. capturing the public’s imagination, while generating massive goodwill and pr.

61. IN CONCLUSION

62. Choose the right partner!

63. Work closely with the regulator and their guidelines

64. Top Three Considerations Prior Permissions VAT / 70XXX shortcode Gift Aid

65. KEEP IN TOUCH... TEXT “OISIN” TO 88600 ... OR FIND ME ON LINKEDIN