I was honoured to speak at the CHASE conference on 12th Feb 2013 about the regulatory and compliance aspects of mobile giving. If you would like to know more about OpenMarket and the mobile engagement tools we provide to charities, associations and NFPs drop me a line! oisin.lunny@openmarket.com

1. Staying Fully Compliant with Mobile and SMS
Oisin Lunny, Senior Market Development Manager
12th February 2013

2. Mobile Engagement is Everywhere!
Proprietary
&
Confiden0al
to
OpenMarket

3. OpenMarket are...
Your Trusted Partner for Mobile Engagement
Proprietary
&
Confiden0al
to
OpenMarket

4. OpenMarket provide...
“The industry-leading, cloud-based
Mobile Engagement Platform,
allowing customers to create
complex mobile solutions without
the need for their own technical
infrastructure.”
Proprietary
&
Confiden0al
to
OpenMarket

5. OpenMarket customers include...
Proprietary
&
Confiden0al
to
OpenMarket

6. Agenda
The Market
The Regulator
Prior Permission for Regular SMS Giving
VAT
Case Studies
Conclusion / Q&A

7. THE MARKET

9. Changing consumer behaviour
"MIND THE GAP" by the Charities Aid Foundation, Sept 2012

10. Changing consumer behaviour
Source: MobileSquared

11. Mobile primary internet access
Source: MCT US

12. More mobile traffic
Source: SiteCounter Global Stats 11/12

13. New devices adopted more rapidly
Source: Apple

14. Most-missed media activity
Source: Ofcom UK Adults’ Media Literacy, 2010

15. Be aware of smartphone penetration
Source: Informa

16. The evolution of mobile giving
Scarcity Social
proof
The
0pping
point
theory
THE
CHASM
Early
adopters Early
majority Late
majority Laggards
13.5% 34% 34% 16%
Innovators
2.5%
Source: Everett, Gladwell, Maloney

17. The evolution of mobile giving
Scarcity Social
proof
The
0pping
point
theory
THE
CHASM
Early
adopters Early
majority Late
majority Laggards
13.5% 34% 34% 16%
Innovators
2.5%
Source: Everett, Gladwell, Maloney

18. The evolution of mobile giving
Scarcity Social
proof
SMS
dona0on
The
0pping
point
theory
THE
CHASM
RG
PSMS
Early
adopters Early
majority Late
majority Laggards
13.5% 34% 34% 16%
Innovators
2.5%
Source: Everett, Gladwell, Maloney

19. Massive growth of SMS giving
% of respondents
who have given to
charity in last 3
months
“In which of the
following ways did
you give?”
Source: nVision / Charity Awareness Monitor (nfpSynergy)
Base: 1,000 online respondents aged 16+, GB

20. Regular PSMS v Direct Debit

21. Regular PSMS v Direct Debit

22. Why SMS?
Source: PhonepayPlus “Charitable Donations by Premium Rate Research”

23. Why SMS?
Source: PhonepayPlus “Charitable Donations by Premium Rate Research”

24. Why SMS?
SMS are perceived as personal
90% of SMS read within an hour
One self contained channel for all
Mobile user is in control
initial interaction has overcome the
biggest barrier already

25. THE REGULATOR

26. The Regulator
www.phonepayplus.org.uk

27. The PhonepayPlus Code Of Practice
clear and accurate pricing information
honest advertising and service content
appropriate and targeted promotions

28. The PhonepayPlus Code Of Practice - 7.9

29. The PhonepayPlus Code Of Practice
Charities Act 1992 (amended 2006)
Lotteries & Prize Competitions
Advertising Standards Authority (ASA)
Committee of Advertising Practice Codes (CAP)
Duty of Trustees
Trading company

30. PhonePayPlus Research

31. Advertising Best Practice
Beaten.
Neglected.
Starved.
Will you help feed a dog
like Archie until we can
find him a home?
When we found Archie, he weighed 3.2kg – just half what he should have. He hadn’t been fed for
two weeks and was so close to death that his temperature didn’t register on the vet’s thermometer.
Thankfully, he was brought to an RSPCA rescue centre, where he was given the food and care he
desperately needed to survive. But there are many more neglected dogs like Archie – and many more
hungry mouths to feed.
Text FEED to 70030 to give £3
to feed and care for a dog like Archie.
The RSPCA can only exist thanks to donations from people like you. So thank you in advance for your kindness.
The RSPCA helps animals in England and Wales. Registered charity no: 219099
The RSPCA brings private prosecutions where appropriate. Your gift will be used to further our work where it’s needed most. You will be charged £3, plus one message at your standard network rate. RSPCA will
receive 100% of your donation, excluding O2 customers where £2.96 will be received. By using this service, you agree that we may contact you in the future. If you’d rather we didn’t, text OPTOUT to 70030.

32. Bates, Wells & Braithwaite

33. PhonePayPlus / BWB Guidelines

34. PhonePayPlus / BWB Guidelines

35. PhonePayPlus / BWB Guidelines

36. Prior Permission

37. Prior Permission Exemption

38. Prior Permission Exemption

39. PhonepayPlus - Prior Permission

40. PhonepayPlus - Prior Permission

41. PhonepayPlus - Prior Permission

42. PhonepayPlus - Prior Permission

44. PhonepayPlus
Prior Permissions Form for Regular Giving

45. Prior Permissions Application Structure
Level 1 aggregator (mandatory)
Agency (optional)
Charity

46. Prior Permissions Application Timing
Initial application 6-8 weeks
Subsequent applications 5 days
Shortcode provisioning 3-7 weeks

47. VAT

48. Charity Shortcode Range = VAT exempt
70XXX

49. www.hmrc.gov.uk/charities/

50. Mobile Data Association
Framework for Mobile Charitable donations

51. Mobile Data Association
Framework for Mobile Charitable donations

53. DEC partner network

54. Keywords to track ROI

55. Gift aid innovation

56. Gift aid innovation
MEP

57. Gift aid compliance
you need to have an
auditable record of
the donors names &
addresses

58. Fully complaint, excellent results!
• 500% increase in SMS donations
• 60% opt-in to gift aid
• Double the response from other channels
• 25% added to these donations
• Over £1,500,000 raised by SMS and Gift aid
• OpenMarket processed over £10,000 /second
• Record donations by mobile for DEC

59. The importance of marketing
TV Peaking at 298k on 08/07/11 £300,000
£225,000
TV events / newspaper ads drove peak donations,
in particular support from ITV
£150,000
TV
£75,000
£0

61. A World Record breaking campaign,

62. with mobile shortcodes
at the heart of the engagement strategy.

63. The overall campaign raised over £1 million,
via sms egg hunt entries, and egg auctions.

64. capturing the public’s imagination,
while generating massive goodwill and pr.

66. IN CONCLUSION

67. Choose the right partner!

68. Work closely with the regulator
and their guidelines

69. Top Three Considerations
Prior Permissions
VAT / 70XXX shortcode
Gift Aid

70. KEEP IN TOUCH...
TEXT “OISIN” TO 88600
... OR FIND ME ON LINKEDIN