2010 05-pb sannual-mobilegivingolsonv3

Mobile and Text to Give Donations

Tim Olson

V.P. Digital Media and Education

May 2010

If it worked for Obama… manage expectations

a few high profile mobile giving successes do not necessarily translate to other situations

This American Lifeworld’s most popular podcast has some success, though just fraction of their overall funding

• $142,880 from 28,576 listeners – as of 4/15/10, Seth Lind, prod mgr, Current 4/19/2010

• $5 donation appeals in four weekly podcasts (not radio)

• Text “LIFE” to 25383

• Uses Mobile Commons

Reality check of initial station tests

• Philadelphia’s WXPN– XPoNential Music Festival attendees $5 text appeal

– 119 of approx 8,000 attendees for total of $595

• PBS mobile fundraising pilot program– TPT, Rocky Mountain PBS, KLRN, DPTV

• Station iPhone apps: • WHYY• KUHF (packaging into underwriting sales)

• KPLU (Public Media Perks member card)

• Public Radio Player (coming Summer)

Mobile Text Donation Campaign KQED December 18-31, 2009

Total revenue during three test phasesMobile and Micro-donations (Pay Pal)

KQED December 18-31, 2009

$1,350 from 84 donors

– 0.17%

– Some gave larger amounts, $100

– 56% were non members

– 18% were lapsed

Trying it: costs and companies

• PBS group contract with mGive platform– Starts at $125 per month (+ set-up fee)– Phone carriers limiting gifts to $5 or $10

• PayPal customizable form– Can store donation information at station– Costs 2.2% +.30 per transaction

Lessons learned

• Significant short-term revenues would require massive scale (e.g. iTunes, You Tube)

• Valuable as new donor acquisition tool• Valuable as first rung in ladder of engagement• Some will give more than “micro”• Provide a Pay-Pal option• Avoid show/topic restricted gifts

• It’s early (like web days of AOL and Compuserve)

Fundamentals

• Test and optimize web pledge form

• Lightbox takeover• Google Site Optimizer

to test A/B variables(but don’t break your

analytics)

– Tested three messages two winners saw clickthrough over 30% higher than the losing message

• Drive enewsletters

Resources and Slides

• PBS mGive deal PBS Connect > Develop | Fundraise > Announcements

– Angela Whaley at mGive: awhaley@mgive.com | 866.720.3350 x 20

– Anna McDonald at PBS:amcdonald@pbs.org | 703.739.5797

• Tim Olson at KQEDtolson@kqed.org | 415 553-2824 | twitter: timo88