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Unlock the power of mobile

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Craig Philbrick from Tearfund talked about the power of mobile at the ECF Europe 2014.
http://europe.ecampaigningforum.com

Published in: Mobile
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Unlock the power of mobile

  1. 1. How you unlock the power of mobile with only a small budget? @CraigPhilbrick, Communications Associate.
  2. 2. Yes!
  3. 3. What do we mean by mobile?
  4. 4. SMS, email, social network, instant networks, search engine, video, apps and much more - it’s a brilliant engagement tool.
  5. 5. Mobile isn’t just for texting...
  6. 6. Half of adults (62%) now own a smartphone device - Thats twice the number of two years ago (30%).
  7. 7. 23% would rather give up their TV than their smartphone Ofcom’s Communications Market Report 2013
  8. 8. Girl Gets Stuck In Drain After Dropping Phone
  9. 9. Apps, mobile sites and mobile donations – where do you start? Is it even worth the time, effort and investment?
  10. 10. You start with the ‘Why’.
  11. 11. User questions –Why are your users using mobile? –What are they expecting to get? –What tasks will they need to complete on mobile? –Why will they want to come back to your service?
  12. 12. –Why are your users using mobile? - Superbadger –What are they expecting to get? Easy way to change the world –What tasks will they need to complete on mobile? Act + give –Why will they want to come back to your service? Push notifications - ease of use.
  13. 13. Is it possible to launch an app on a limited budget, or is it just a pipedream? And what returns am I likely to get?
  14. 14. Nudge
  15. 15. Our aims 1. Make people in poverty visible. 2. We stop doing clicktivism and move towards deeper engagement with our supporters. 3. New technologies for fundraising. 4. Creates a good end-to-end giving, pray and campaign experience for web and all devices. 5. Data-driven digital marketing.
  16. 16. 1208 518 782 2462 USERS
  17. 17. 159 968* 4930 ACTIONS TO DATE 3803
  18. 18. 20.6% 3% ACQUISITION OF CAMPAIGNERS
  19. 19. What we learnt 1. Have a marketing strategy 2. Test, test and test again - see what works 3. Build ownership for your idea 4. Simple wins but it is hard to do all the time
  20. 20. Current trends in mobile donations and looking to future developments in mobile marketing.
  21. 21. 1 Growth of mobile giving and transactions.
  22. 22. 4% 46% 2010 2013 39% MADE A PURCHASE
  23. 23. 2Add value, innovate and take a risk.
  24. 24. 3Smartphone users are multitasking.
  25. 25. 80% MULTITASKING 55% WATCHING TV 95% RESEARCHING PRODUCTS OR SERVICE
  26. 26. How do you get buy-in and budgetary sign off?
  27. 27. 1. Develop a vision as to where mobile can take your organisation. 2. Concentrate on that which will deliver meaningful conversions. 3. Avoid doing things just because others are. 4. Try to relate back to organisational objectives.
  28. 28. Any questions?

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