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Smartphone Fundraising: Digital Fundraising Hot Topic


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Here are the slides from my 'Hot Topic' session at the 2010 Institute of Fundraising Convention in London - focusing on the potential for smartphone fundraising. Everything from QR Codes to Location-based Apps - and various things inbetween.

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Smartphone Fundraising: Digital Fundraising Hot Topic

  1. 1. Hot Topic Session: Digital Fundraising Bryan Miller Marketing & Fundraising Consultant
  2. 4. “ The future has already arrived. It’s just not evenly distributed yet”
  3. 8. Hot digital fundraising topics being covered elsewhere at Convention @
  4. 9. Hot digital fundraising topics being covered elsewhere at Convention Email Marketing (Tues 6 th 10.30am) Nick Allen Donordigital The role of Twitter in fundraising (Mon 5 th 2.30pm) Rachel Beer Beautiful World Jonathan Waddingham JustGiving Michael Docherty Cancer Research UK @
  5. 10. Hot digital fundraising topics being covered elsewhere at Convention Peer to Peer Fundraising (Tues 6 th 12.00am) Martin Gill HomeMade Digital Meredith Campbell Royal Children’s Hospital Foundation Mainstreaming Social Media (Wed 7 th 4.00pm) Jason Potts Think Consulting Paul Lewis RSPB
  6. 11. Hot digital fundraising topics being covered elsewhere at Convention Optimisation the new cash cow (Tues 6 th 4.00pm) Nick Burne Think Consulting Making your website work harder (Wed 7 th 2.30pm) Michael Docherty Cancer Research UK
  7. 12. Hot digital fundraising topics being covered elsewhere at Convention The secrets of online fundraisers (Tue 6 th 2.30pm) Text message fundraising (Wed 7 th 12.00pm) Joe Saxton nfpSynergy Jonathan Waddingham JustGiving
  8. 13. Hot digital fundraising topics being covered elsewhere at Convention The emerging Philanthropic Web (Mon 5 th 4.00pm) Christine Egger Social Actions Open source charity & the Human Web (Wed 7 th 10.30am) A J Leon The LaC Project
  9. 17. Why such a hot fundraising topic?
  10. 18. <ul><li>Almost 70% of people in the UK aged 16-24 say they “cannot imagine life without my mobile” </li></ul>When you leave the house… Source: nfpSynergy ‘Sending out an SMS’, June 2009
  11. 19. <ul><li>By the end of 2009 there were over 4.6 billion mobile cellular subscriptions globally </li></ul><ul><li>Of the 1.9 billion additional mobile subscriptions over the last 3 years, over 1.6 billion were in the Developing World </li></ul><ul><li>In China and India over 90% of villages are now connected through a mobile phone network </li></ul><ul><li>Much Developing World growth driven by money transfer services - allowing people without bank accounts to send and receive money safely by text message. Vodafone’s M-Pesa money transfer service in Kenya has over 5 million users </li></ul>Source: UN ITU Snapshot June 2010 ( They are everywhere…
  12. 20. <ul><li>90% of the UK adult population own a mobile phone – with a pretty even distribution across age (up to 65) and social class </li></ul><ul><li>We actually now have c123% mobile penetration </li></ul>UK mobile phone ownership Source: Future Foundation nVision Research
  13. 21. Now rather more than just a ‘phone’
  14. 22. <ul><li>In 2010 nearly 1.3 billion mobile phones will ship globally - and 250 million will be Smartphones </li></ul><ul><li>In the US and Europe virtually all phones sold will be Smartphones within 5 years </li></ul><ul><li>By 2013 mobile phones will overtake PCs as the most common Web access device worldwide* </li></ul>Now rather more than just a ‘phone’ “ For the first time, there will be over 1 billion mobile devices accessing internet by year-end, gaining quickly on the 1.3 billion PCs accessing the internet – as the former is growing at 2.5 times the rate of the latter” Frank Gens Senior. VP & Chief Analyst, IDC *Gartner Research ‘ Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance’ . Jan 2010
  15. 23. <ul><li>The UK is second behind Italy in terms of smartphone subscribers, but now leads the European market in terms of growth </li></ul>Source: comScore MobiLens Jan 2010 70% year-on-year growth
  16. 24. <ul><li>… and UK consumers display more advanced usage patterns – especially mobile browsing and accessing social networks </li></ul>Source: comScore MobiLens Jan 2010
  17. 25. <ul><li>UK consumers’ love of Facebook has clearly spread from their PCs to their mobiles </li></ul>Source: comScore Data Passport H1 2010
  18. 26. <ul><li>Higher costs mean that mobile Internet usage has not followed ‘traditional’ youth-dominated early adopter age distribution </li></ul><ul><li>Mobile Internet users are older – and more male – than PC Internet users </li></ul><ul><li>Mobile social networkers show less of a skew – showing how social networking is helping move mobile internet services into the mainstream </li></ul>Source: comScore Data Passport H1 2010
  19. 27. With all this going on… What else offers you so many new fundraising opportunities? Calls SMS MMS Camera Video Camera Email Twitter Web Browsing MP3 Music Player Location-based Services Sat-Nav … plus Countless Other ‘Apps’ Social Networking Mobile Coupons Mobile Games
  20. 28. Let’s unpack some of what’s on offer Calls SMS MMS Camera Video Camera Email Twitter Web Browsing MP3 Music Player Location-based Services Sat-Nav … plus Countless Other ‘Apps’ Social Networking Mobile Coupons Mobile Games
  21. 29. Start at the beginning
  22. 31. <ul><li>Text messaging ranks alongside calling as the top way in which mobile phones are used in the UK – and text volumes keep growing </li></ul><ul><li>UK mobile users sent 96.8bn text messages during 2009 (265m/day) – up 23% on 2008* </li></ul><ul><li>Red Nose Day 2009 raised £7.8m through text donations! </li></ul>Maximising on SMS fundraising *Source: Mobile Data Association. January 2010
  23. 32. <ul><li>SMS can form part of your donor engagement programme – but also looks to represent a significant untapped income source </li></ul>Maximising on SMS fundraising Source: nfpSynergy ‘Sending out an SMS’, June 2009
  24. 33. Using the phone’s camera
  25. 34. Using the phone’s camera …differently
  26. 39.
  27. 40. <ul><li>Quick and easy donation response to any printed advertisement – like 3 rd World Emergency Press Ads </li></ul><ul><li>New response option for campaigning activities </li></ul><ul><li>‘ Contact Us’ link on any promotional materials </li></ul><ul><li>‘ Guided tour’ of a visitor attraction </li></ul><ul><li>Japanese gravestone idea – linked to in memoriam fund websites? </li></ul>Possible applications? Bango Annual Mobile Usage Study, Feb 2010
  28. 42. <ul><li>Adoption of large screen smartphones is driving rapid growth in Mobile Web access </li></ul><ul><li>Mobile Web use increased 230% between 2008 and 2009* </li></ul><ul><li>23% of these connections were by WiFi* </li></ul><ul><li>The UK was second in the Mobile Web user ranking after the US* </li></ul>Mobile Web “ While industry attention has focused almost exclusively on mobile app stores, the inexorable growth of mobile web usage is the most profound trend of the last twelve months. This confirms the view that the single most important app on any mobile device is the browser” Ray Anderson, Bango CEO *Bango Annual Mobile Usage Study, Feb 2010
  29. 43. <ul><li>Mobile Web activity currently a small proportion of overall web traffic – just 0.9% in Europe at the end of 2009* </li></ul><ul><li>However, Gartner Research forecasts that mobile phones will overtake PCs as the most common Web access device worldwide by 2013** </li></ul><ul><li>eMarketer analysis predicts there will be more mobile internet users in China than the entire population of the US by the end of this year </li></ul>Scary growth forecasts *Quantcast Mobile Web Trends. Jan 2010 **Gartner ‘ Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance’ . Jan 2010
  30. 44. New requirements “ Mobile Web users are typically prepared to make fewer clicks on a website than users accessing sites from a PC. Websites not optimized for the smaller-screen formats will become a market barrier for their owners — much content and many sites will need to be reformatted/rebuilt.”* *Gartner ‘ Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance’ . Jan 2010 ** Experian CheetahMail . ‘Email marketing: the mobile conundrum ’ Sept 2009 “ While a quarter of people now access emails via their mobile phone, poor formatting and a lack of brand recognition means that almost a third of permission-based marketing emails are being deleted unread.”**
  31. 45. <ul><li>While News & Info Browsing and Email are currently the most popular mobile web activities – it is Social Media and Application use that are driving most growth </li></ul>New ways to engage Source: comScore Data Passport H1 2010
  32. 46. <ul><li>Consumers will spend $6.2 billion in 2010 in mobile application stores </li></ul><ul><li>But of all app downloads in 2010, eight out of ten will be free – funded through advertising and marketing </li></ul>New ways to engage “ Games remain the No. 1 application, and mobile shopping, social networking, utilities and productivity tools continue to grow and attract increasing amounts of money.”” Stephanie Baghdassarian. Research Director, Gartner Source: Gartner ‘Application Stores; The Revenue Opportunity Beyond the Hype’ Jan 2010
  33. 47. <ul><li>JustGiving App allows fundraisers to keep track of what they’re raising in real-time </li></ul><ul><li>Alerts you each time someone gives you a donation </li></ul><ul><li>Easy uploading of photos direct to your JustGiving page </li></ul><ul><li>Easy sharing of page details via the phone’s contacts list </li></ul>
  34. 48. <ul><li>Battersea Dogs & Cats Home </li></ul><ul><li>App lists details of dogs and cats waiting to be rehomed or fostered – with photos and each animal’s personal story. Users can enquire about rehoming or pass details to a friend </li></ul><ul><li>Also offers supporting information and a ‘latest news’ section </li></ul><ul><li>Free to download with no specific donation request – and fundraising details buried deep in the FAQs </li></ul>
  35. 49. <ul><li>The Virunga Fund iGorilla App costs £3.00 to download </li></ul><ul><li>Users can choose to follow a particular family of mountain gorillas in the Democratic Republic of Congo’s Virunga National Park </li></ul><ul><li>Updates provided through photo and video </li></ul><ul><li>Over 2,000 have been purchased in the first month since launch </li></ul>
  36. 50. <ul><li>Currently in private Beta test, The Extraordinaries is a ‘micro volunteering’ network offering a vast range of volunteering opportunities via people’s mobile phones – “Got two minutes – be extraordinary!” </li></ul><ul><li>Aggregates micro-volunteering opportunities from a wide range of organisations </li></ul><ul><li>Anything from translating a document for a charity to identifying potholes that need repairing for the local authorities </li></ul>
  37. 51. <ul><li>WaterAid App – one of the first charity iPhone Apps available </li></ul><ul><li>Used the location functionality on the phone to locate the nearest public toilets </li></ul><ul><li>Promoted their work on water and sanitation in the developing world </li></ul><ul><li>Free to download with request for donation each time used </li></ul>
  38. 52. Location, Location, Location
  39. 53. Location-specific Status Updates Location-based Search Mobile Coupons Virtual Tour Guide Customer Loyalty Programmes Location-based social networking Social Networking Gameplay Also known as ‘check-in’ networks
  40. 58. <ul><li>CauseWorld is a specifically charitable take on the ‘check-in’ concept </li></ul><ul><li>Users earn 'karma points' when they check-in at participating stores and these can then be donated to specific causes </li></ul><ul><li>Participating non-profits can then exchange points received for cash donated by participating corporates </li></ul><ul><li>Corporate supporters include P&G and Kraft Foods </li></ul><ul><li>550k downloads in the last 6 months </li></ul>
  41. 59. <ul><li>Check-in services still in early adopter phase </li></ul><ul><li>Privacy/Security concerns will slow wider adoption – but as volume of users grows and steps are taken to address concerns, we will see these go mainstream in some form </li></ul>Source: uTest Q2 2010 Social Location Services Research’
  42. 60. <ul><li>FourSquare reached 1.7 million users globally in June </li></ul><ul><li>Currently adding c100,000 new users each week - and has now passed 40m check-ins </li></ul>June 22, 2010 <ul><li>Gowalla now c400k users </li></ul><ul><li>But recently secured significant extra funding and corporate partnerships </li></ul>
  43. 61. <ul><li>In Feb 2010, Gowalla partnered with a Bay Area Radio Station and local cafes to create the ‘Hearts for Haiti’ campaign </li></ul><ul><li>For everyone who checked-in to the partner cafes, $50 was donated to the American Red Cross to a total of $20,000 </li></ul><ul><li>The local partners also donated 10% of all sales </li></ul>
  44. 62. <ul><li>Earth Justice advertising campaign on the San Francisco BART rail system in response to the Gulf of Mexico oil spill </li></ul><ul><li>Every check-in matched with a $10 corporate donation </li></ul>
  45. 64. <ul><li>Always bear in mind the audience – and ensure you understand how they use mobile technology to communicate, browse, and transact financially </li></ul><ul><li>Keep track of new developments – like QR Code reader adoption </li></ul><ul><li>Keep track of what others are doing – home and abroad </li></ul><ul><li>Test things like SMS response – which are proven to be working for other organisations </li></ul><ul><li>Keep an open mind and play with the technology yourself – don’t just stand on the sidelines and watch </li></ul>Tips for being a smart phone fundraiser
  46. 65. <ul><li>Annie Lennox’s, signed mobile phone raised £187 on eBay for children’s charity Coram earlier this year </li></ul><ul><li>Many others offer mobile phone recycling as a fundraising option for supporters – and as more people move to Smartphones there will be more dumbphones to recycle! </li></ul>If all else fails… you can recycle ‘dumbphones’!
  47. 66. One final thought Are phones getting bigger again? … or is Steve Jobs shrinking? January 2007 January 2010
  48. 67. Hot Topic Session: Digital Fundraising Bryan Miller [email_address] @millbry