Oisin Lunny - IoF Tech conference - mobile innovation

Lessons from the Third Sector Innovatorssuccessful charity campaigns on mobileOisin Lunny, Senior Market Development Manager

Technology Group

BackgroundCase studies:

1. DEC2. Faberge Big Egg Hunt3. Open Fundraising

Lessons from the Third Sector Innovators

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"MIND THE GAP" by the Charities Aid Foundation, Sept 2012

Changing consumer behaviour

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Changing consumer behaviour

Source: MobileSquared Technology Group

Mobile primary internet access

Source: MCT US Technology Group

More mobile traffic

Source: SiteCounter Global Stats 11/12 Technology Group

More mobile traffic

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New devices adopted more rapidly

Source: Apple Technology Group

Most-missed media activity

Source: Ofcom UK Adults’ Media Literacy, 2010 Technology Group

Be aware of smartphone penetration

Source: Informa Technology Group

!"#$%&&'()$&*'(+$+"#*,-

.((*/0+*,12345

60,7-$08*&+#,19:345

60,7-$;0<*,'+-:=5

>0+#$;0<*,'+-:=5

>0))0,819?5

!@6$A@

BCD

C*E'07$&,**FCE0,E'+-

The evolution of mobile giving

Source: Everett, Gladwell, Maloney Technology Group

!"#$%&&'()$&*'(+$+"#*,-

.((*/0+*,12345

60,7-$08*&+#,19:345

60,7-$;0<*,'+-:=5

>0+#$;0<*,'+-:=5

>0))0,819?5

!@6$A@

BCD

C*E'07$&,**FCE0,E'+-

Source: Everett, Gladwell, Maloney

The evolution of mobile giving

Technology Group

!"#$%&&'()$&*'(+$+"#*,-

.((*/0+*,12345

60,7-$08*&+#,19:345

60,7-$;0<*,'+-:=5

>0+#$;0<*,'+-:=5

>0))0,819?5

!@6$A@

BCD

C*E'07$&,**FCE0,E'+-

GH$ICDC

CDC$8*(0%*(

Source: Everett, Gladwell, Maloney

The evolution of mobile giving

Technology Group

Source: nVision / Charity Awareness Monitor (nfpSynergy)Base: 1,000 online respondents aged 16+, GB

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?”

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Massive growth of SMS giving

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Why SMS?

SMS are perceived as personal90% of SMS read within an hourOne self contained channel for allMobile user is in controlinitial interaction has overcome the biggest barrier already

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DEC partner network

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Keywords to track ROI

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Gift aid innovation

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Gift aid innovation

MEP

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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

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Using the shortcode on other media

£0

£75,000

£150,000

£225,000

£300,000

Using the shortcode on other media

£0

£75,000

£150,000

£225,000

£300,000TV

August 2011

TV

TV events / newspaper ads drove peak donations, in particular support from ITV

Peaking at 298k on 08/07/11

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A World Record breaking campaign,

with mobile shortcodes

at the heart of the engagement strategy.

The 2012 campaign raised over million,

via sms egg hunt entries, and egg auctions.

£1

capturing the public’s imagination,

while generating massive goodwill and pr.

The 2013 campaign went national

with 101 eggs in 5 cities in the UK.

Technology Group

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.

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.

Will you help feed a dog like Archie until we can find him a home?

Beaten. Neglected. Starved.

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 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.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.

The RSPCA helps animals in England and Wales. Registered charity no: 219099

The RSPCA can only exist thanks to donations from people like you. So thank you in advance for your kindness.

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Mobilise reporting tools

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Regular PSMS v Direct Debit

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Regular PSMS v Direct Debit

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Lessons from the Innovators

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It's a mobile world

0

20

40

60

80

It's a mobile world

0

20

40

60

80

UK population v mobile handsets (m)

People Phones

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Every mobile transaction is a CRM opportunity

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Mobile is reinvigorating other marketing channels

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Metrics and reporting - vital to measure ROI

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Know your target market

Getty Images

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Tell a compelling story using technology

Getty Images

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Take the opportunity

t h e n e w a l b u m f r o m g i v e a m a n a k i c k 0 u t A p r i l 1 8 t h

Cypress ave Cork Apr i l 18thWhelans Dubl in Apr i l 19thRoisin Dubh Galway Apr i l 24thDolans Limerick Apr i l 25thwww.myspace.com/g iveamanak ick

Photo: Give A Man A Kick

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Understand the key drivers of performance

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Focus on improving the areas that will have the biggest impact

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Look where your supporters are

Technology GroupSource: http://www.moroch.com

Anonymity is optional

Technology GroupSource: http://www.moroch.com

Be brilliant at the basics

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Use the shortcode everywhere

Technology GroupSource: http://www.slideshare.net/lailatakeh/unice-fuk-mobilelearningslaila2013

Optimise everything

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Have a “Mobile First” strategy

Technology GroupSource: http://www.moroch.com

Its all “media”

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It’s all part of the mix

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Learn from other industries

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Keep It Short & Simple

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Choose the right partner

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customers and partners

TEXT “OISIN” TO 88600KEEP IN TOUCH...

... OR FIND ME ON LINKEDIN

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