2010 05-pb sannual-mobilegivingolsonv3

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Mobile Giving, Tim Olson KQED, PBS Annual Meeting, May 2010

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  • Haiti Relief Fund, $22 million for Red Cross in just 5 days
  • Data for WXPN from Current, March 22, 2010 http://www.whyy.org/about/mobile.html http://app1.kuhf.org/houston_public_radio-news-display.php?articles_id=1260309762 http://www.publicmediaperks.com/kplu bet Pam Osborne (Rocky Mountain) or David Preston (TPT) would
  • Thanks Anna McDonald
  • Last drive: 35.2% of donations from online
  • https://secure.connect.pbs.org/wbarchive/viewthread.aspx?msgid=458168&confid=16&boardid=5
  • 2010 05-pb sannual-mobilegivingolsonv3

    1. 1. Mobile and Text to Give Donations Tim Olson V.P. Digital Media and Education May 2010
    2. 2. If it worked for Obama… manage expectations a few high profile mobile giving successes do not necessarily translate to other situations
    3. 3. This American Life world’s most popular podcast has some success, though just fraction of their overall funding <ul><li>$142,880 from 28,576 listeners </li></ul><ul><ul><li>as of 4/15/10, Seth Lind, prod mgr, Current 4/19/2010 </li></ul></ul><ul><li>$5 donation appeals in four weekly podcasts (not radio) </li></ul><ul><li>Text “LIFE” to 25383 </li></ul><ul><li>Uses Mobile Commons </li></ul>
    4. 4. Reality check of initial station tests <ul><li>Philadelphia’s WXPN </li></ul><ul><ul><li>XPoNential Music Festival attendees $5 text appeal </li></ul></ul><ul><ul><li>119 of approx 8,000 attendees for total of $595 </li></ul></ul><ul><li>PBS mobile fundraising pilot program </li></ul><ul><ul><li>TPT, Rocky Mountain PBS, KLRN, DPTV </li></ul></ul><ul><li>Station iPhone apps: </li></ul><ul><ul><ul><li>WHYY </li></ul></ul></ul><ul><ul><ul><li>KUHF (packaging into underwriting sales) </li></ul></ul></ul><ul><ul><ul><li>KPLU ( Public Media Perks member card) </li></ul></ul></ul><ul><ul><ul><li>Public Radio Player (coming Summer) </li></ul></ul></ul>
    5. 5. Mobile Text Donation Campaign KQED December 18-31, 2009
    6. 6. Total revenue during three test phases Mobile and Micro-donations (Pay Pal) KQED December 18-31, 2009 <ul><li>$1,350 from 84 donors </li></ul><ul><ul><li>0.17% </li></ul></ul><ul><ul><li>Some gave larger amounts, $100 </li></ul></ul><ul><ul><li>56% were non members </li></ul></ul><ul><ul><li>18% were lapsed </li></ul></ul>
    7. 7. Trying it: costs and companies <ul><li>PBS group contract with mGive platform </li></ul><ul><ul><li>Starts at $125 per month (+ set-up fee) </li></ul></ul><ul><ul><li>Phone carriers limiting gifts to $5 or $10 </li></ul></ul><ul><li>PayPal customizable form </li></ul><ul><ul><li>Can store donation information at station </li></ul></ul><ul><ul><li>Costs 2.2% +.30 per transaction </li></ul></ul>
    8. 8. Lessons learned <ul><li>Significant short-term revenues would require massive scale (e.g. iTunes, You Tube) </li></ul><ul><li>Valuable as new donor acquisition tool </li></ul><ul><li>Valuable as first rung in ladder of engagement </li></ul><ul><li>Some will give more than “micro” </li></ul><ul><li>Provide a Pay-Pal option </li></ul><ul><li>Avoid show/topic restricted gifts </li></ul><ul><li>It’s early (like web days of AOL and Compuserve) </li></ul>
    9. 9. Fundamentals <ul><li>Test and optimize web pledge form </li></ul><ul><li>Lightbox takeover </li></ul><ul><li>Google Site Optimizer to test A/B variables (but don’t break your analytics) </li></ul><ul><ul><li>Tested three messages two winners saw clickthrough over 30% higher than the losing message </li></ul></ul><ul><li>Drive enewsletters </li></ul>
    10. 10. Resources and Slides <ul><li>PBS mGive deal PBS Connect > Develop | Fundraise > Announcements </li></ul><ul><ul><li>Angela Whaley at mGive: awhaley@mgive.com | 866.720.3350 x 20 </li></ul></ul><ul><ul><li>Anna McDonald at PBS: amcdonald@pbs.org | 703.739.5797 </li></ul></ul><ul><li>Tim Olson at KQED tolson@kqed.org | 415 553-2824 | twitter: timo88 </li></ul>

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