This document discusses a mobile fundraising strategy using text messaging. It notes that 92% of the UK population has a mobile phone, making text messaging a ubiquitous way to communicate. The strategy proposes using text messaging to widen a charity's donor base by gathering mobile numbers at every interaction and adding text donation options to existing fundraising channels. It argues that text responses can help efficiently segment and target supporters. Regular follow-up via text and call backs is recommended to deepen relationships over time.

1. Mobile Fundraising
STRATEGY

2. We are Vir2
We provide mobile phone fundraising services for
charities.
• Since 2005.
• Only charities.
• 20 years of mobile payments & 7 years in charity
= experience.
• Grown by word of mouth.

3. Being part of the conversation
• Average UK person sends 200 texts a month
• 92% of UK population have a mobile phone
(Source: Ofcom)
– 33% of under 25’s live in a home with no landline
– Only 76% of households have broadband
• More people in the UK use text every day for
communication than use ANY other medium
– True even of over 65’s

4. Usage
58% % of UK Pop Using Daily
for Social Communication
47%
Source: Ofcom
32%
12%
8%
1%
Text Email Facebook Twitter Website Letter

5. Usage (Older people)
58%
47% % of UK Pop Using Daily
for Social Communication
Source: Ofcom
32% All UK
Over 65s
15%
12%
10%
8%
4%
1% 2% 1% 2%
Text Email Facebook Twitter Website Letter

6. Usage (Young people)
90%
% of UK Pop Using Daily
73% for Social Communication
58%
Source: Ofcom
All UK
47%
43% Under 25
32%
27% 27%
12%
8%
1% 2%
Text Email Facebook Twitter Website Letter

7. Is text messaging replacing
conversation?
58%
of people use text to
talk to family &
friends
vs.
Meeting face 2 face
49%

8. Social events are organised using mobiles
Does your charity
organise its events in the same way
your supporters organise their own?

9. Payments are converging on mobile
• Banks and mobile networks are
introducing NFC & app payment products
• 8 UK Banks have announced they WILL
be introducing TEXT messages for person
to person payments in 2014

10. Text donation
• 40% of donations to charities by are anonymous cash
donations under £10
• Text donation is a gateway product that allows you to
follow up the donor
– By text message.
– By phone call.
– By text + other methods like email.

11. Fit With Traditional Theory
80% Planned giving
& Legacies
of
income
Major
donors
20% of Regular donors
income
First time donors
Universe of potential donors
Widen the donor base

12. Fit with traditional theory
Widen (Gateway) Deepen
• Gather mobile numbers @ • Regular text donation.
every point of contact.
• Add text donation onto existing • Call back.
fundraising channels.
– Face-to-face/event • 2 way text communication
fundraising. & text marketing.
– Above the line.
– Below the line.
• Corporate fundraising.
– Digital. • Apps.
• Text for info brochures etc.
– Text reply.
– Email reply.
– Mobile website.
– Call back.
• Competitions & lottery products.

13. Our approach
We use text responses to help you to efficiently target and
segment your supporter base
© Vir2 Ltd, please acknowledge source when distributing
Regular
Large
Campaign Target Major Donors
Value of Support
Responders
Small
Irregular Time
donors wasters
Remote Personal
Relationship Level

14. Helping you to grow
• Fast answers.
• High response rates.
• Controlled – marketing is to the
individual, not broadcast.
• Low investment of time and
money.
• High return on investment.

15. Call back
• Key for larger charities.
• What can be warmer than a list of recent
text donors?
• Improves retention and re-activation of
direct debit givers.
– Adding a single text thank you message to
recently signed up donors can cut attrition
by up to 30%
• Campaign wrap up
– “This is good news  much higher than the
click-through when we send the link to
online content so looks like “reply to this
text” will be the best way of getting the info
to the highest number of people moving
forwards – so pleased that you made us
test this, thank you!” (Client)

16. Your next step
hello@vir2al.me
08450 947 958