Lessons Learned from Haiti — Part 2: The Mobile Giving Revolution


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This session discusses mobile advocacy trends and examines the unprecedented response to mobile donation appeals after the Haiti earthquake. You will learn how to acquire, retain, and cultivate mobile donors.

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Lessons Learned from Haiti — Part 2: The Mobile Giving Revolution

  1. 1. The Mobile Giving Revolution<br />CB Barthlow, Director – mGive <br />www.mgive.org<br />
  2. 2. Lessons Learned from Haiti Series<br />Online Rapid Response StrategiesSteve MacLaughlin, Director of Internet Solutions, Blackbaud, Inc.March 11, 2010 at 2:00 p.m. ET – Recording Posted Online<br />The Mobile Giving RevolutionC.B. Barthlow, Director of Marketing and Client Services, mGiveMarch 24, 2010 at 2:00 p.m. ET<br />Mobilizing Your Supporters Using Social MediaJeff Patrick, Founder and President of Common KnowledgeApril 6, 2010 at 2:00 p.m. ET<br />Stewarding Donors Following a CrisisDavid Lamb, Senior Consultant, Target Analytics, a Blackbaud CompanyApril 21, 2010 at 2:00 p.m. ET<br />Turning One-Time Donors into Major Gift Prospects Lawrence Henze, Managing Director, Target Analytics, a Blackbaud CompanyMay 5, 2010 at 2:00 p.m. ET<br />
  3. 3. cb.barthlow<br />Director<br />
  4. 4. History<br />
  5. 5. Remember Online Giving?<br /><ul><li>1997:A few of US charities tried online giving with No Results</li></ul>k<br /><ul><li> Skeptics: "It will never compare to traditional fundraising
  6. 6. 1998:US online donors gave a mere $300K
  7. 7. Americans: Gain more confidence in online transactions
  8. 8. 1999: US online donors give over $10 million
  9. 9. Skeptics: Search for other technological advances to doubt
  10. 10. 2007: US online donors gave $10.44 Billion
  11. 11. 2008: US Online Giving estimated at $15.42 Billion -Blackbaud</li></li></ul><li>Mobile Has Better Reach<br />Sources: NCTA, CTIA. MMA and Pew Research. <br />
  12. 12. Highlights<br />
  13. 13. Clients include 330 of the nations largest charities representing $20 billion in revenues<br />
  14. 14. mGive clients include 6 of the Top 10 most trusted NPOs according to The Chronicle of Philanthropy<br />Including #1 St. Jude and #2 Komen!!!<br />ACS Western Division - Salvation Army Central Territory<br />
  15. 15. 2009 mGive Awards<br />
  16. 16. $450,000 & 90,000 Donors in 3 Minutes!<br />May 13, 2009<br />
  17. 17. Structure<br />
  18. 18. Mobile Ecosystem 2010<br />Nonprofits<br />Certifies Nonprofit Participation <br />501c3<br />100% dedicated to serving the nonprofit community<br /> Manages Industry Standards & Best Practices<br />Facilitates Distribution of Funds<br />Turnkey Mobile Giving Solution<br />Mobile Marketing Services<br />Online Campaign Management Tools<br />Social Networks Applications <br />Facilititates Text Message Delivery <br />Content Development & Distribution<br />ECRM Database Integration<br />Short Code Management<br />Carriers<br />Donors<br />
  19. 19. Funds Distribution<br />End user contribution<br />100%<br />$5.00<br />Wireless Carriers <br />0%<br />30 days<br />mGive Foundation<br />501c3<br />0%<br />60 days<br />*$.32+3.5% per Transaction Fee<br />Non Profit Org<br />100%<br />90 days<br />$5.00<br />Proceeds wired to Nonprofit client in approximately 90 days directly from mGive Foundation.<br />mGive.com bills NPO monthly based on collected donations. <br />*mGive Silver Package pricing example <br />
  20. 20. Solutions<br />
  21. 21. More Than Impulse Giving! <br />Now one-time donors can become all-the-time supporters<br />when they opt-in to receive organizational text messages. <br />Donor receives Confirmation<br />Donor sends KEYWORD<br />Donor asked to confirm<br />Donor confirms with YES <br />Donor can Subscribe!<br />Thanks! $5 will be charged to your phone bill. Txt ALIVE and give up to 5 times. Info? Visit KACA.org/T or txt HELP. STOP to cancel.<br /> .<br />Reply : 90999<br />Message: <br />YES<br />To confirm your $5 donation to Keep A Child Alive please reply with YES Visit KACA.org/T or text HELP. Text STOP to cancel.<br />To get free text alerts and critical updates from KACA please respond now with YES. Up to 1/msg/day. To Optout reply STOP. <br /> .<br />To : 90999<br />Message: <br />ALIVE<br />
  22. 22. Contact & Communication<br />Send Weekly Alerts & Monthly Asks: Turn one-time donors into all the time donors.<br />Keep A Child Alive:<br />Just $1 a day keeps a child alive. Go to keepachildalive.org for details and info! <br />Keep A Child Alive:<br />Make sure to watch our TV special on ABC. 3 07 09 at 9pm ET. Visit keepachildalive.org for more info today!! <br />Keep A Child Alive:<br />Thanks so much for your help. Help us update your contact info. Click this link <br />Keep A Child Alive: Reply now with YES. To confirm a $5 donation and have the charge added to your mobile bill.<br />Your $5 will save lives!<br />http://m.mgive.com/4365/s/1720989535<br />Organizational Updates, Critical Info & Success Reports.<br />Issue Event Invites Drive Participation.<br />Mobile Web Pages & Donor Data Collection <br />Monthly Ask:<br />Donor Replies YES<br />to Give Again! <br />
  23. 23. Real Time Reporting<br />
  24. 24. text HAITI<br />
  25. 25. The text HAITI Campaign<br /> Swift & Immediate Action - The U.S. State Department - American Red Cross - Wireless Carriers - mGive <br /> Expedite Emergency mGive Campaign<br />text HAITIto 90999 <br />(First Publicized $10 sms donation campaign)<br />LIVE<br />(12hrs after the earthquake)<br />
  26. 26. How did mGive become the key player in the Haiti mobile relief efforts?<br />Our founder, James Eberhard, was on a technology delegation in Pakistan with [U.S. special envoy] Richard Holbrooke. It was 4:30 in the morning. The State Department called and woke James up and said, “There’s been an earthquake in Haiti. Can we turn up a text relief effort?” We called the Red Cross, and within an hour, we had the program up and running. By the time we woke up, we’d raised $170,000.<br /> Brad Blanken – COO of Mobile Accord<br />
  27. 27. The text HAITI Results<br />Over $32 Million Donated (Since 1/12/10 )<br />Over 3 Million Donors (1.05% US Population)<br />81% Donation Conversion (Double Opt-In) <br />$750K Donated per Day (Jan-Feb 2010)<br />Click Image to see PSA<br />Click Image to see PSA<br />
  28. 28. “This incredible response is an affirmation of the goodwill of millions of Americans,” said James Eberhard, mGive’s chairman.  “As the leader in the mobile giving space, it was our duty to respond and organize the mobile industry to allow people to give through their mobile phones.  As part of this, Mobile Accord donated its services and platform to help in the relief efforts.  Over the last four weeks, the mGive Platform saw peak periods processing over $1 million and over 100,000 transactions in under an hour.”<br />
  29. 29. Hope for Haiti Telethon Raises $6 Million in mGive Donations<br />Star-Studded Fundraiser Simulcast on 33 Networks (largest ever)<br />Concurrent promotion of three donation methods: Web, 800#, Text <br />the text GIVE to 50555 campaign reaches 83 million viewers.<br />Largest mobile marketing Call to Action in U.S. history.<br />
  30. 30. mGive Powered Donations get High Visibility in Media<br />NYT<br />WSJ<br />ABC<br />NBC<br />PBS<br />NPR<br />CNN<br />Newsweek<br />Time<br />AP<br />Along with thousands of local paper, Blogs and social networks. mentions<br />
  31. 31. Donations Powered by mGive Platform to March 1, 2010<br />The Haiti disaster was a tipping point for mobile donations in the United States. Millions of Americans now know that mobile is a fast, safe and efficient way to make a donation. <br /> Now it is time to take the next steps to improve the mobile channel for nonprofits to accept day-to day donations and communicate more effectively with supporters. <br />
  32. 32. www.mgive.com<br />