IoF Technology conference

Case Study: Acorns in partnership with Aston Villa -

mobile fundraising campaign

Dawn Curnyn Sally Chambers

dawn.curnyn@acorns.org.uk sally@justgiving.com

@acornshospice @salleeann www.acorns.org.uk www.justgiving.com/charities

What we’re going to cover today

1. Text fundraising – why bother?

2. How to get started?

3. How to get your free JustTextGiving code

4. How to promote it to your supporters

5. Examples of how to raise money via text donations

6. How your supporters can do it too

7. Acorns case sudy

Text fundraising – why bother?

www.flickr.com/photos/jamescridland/613445810/

REACH: You’ll be where the people are

50 million people in the UK could give to your charity on their mobile phones

90% of UK adults use a mobile phone everyday

An even distribution across age (until 65) and social class

“I feel quite cool doing it as

an older person, it’s quite

trendy!”

“It is so easy and quick. It

is probably the fastest and

the easiest way.”

“Your phone is just there

when they ask for a

donation. I do it because I

want to and I don’t forget

“You’re not disclosing your

bank details… so it feels

quite safe. The safest way

probably!”

If you want the voice of the people, ask for the people...

www.flickr.com/photos/doug88888/4612035503/

INCOME: You’ll raise more money

Unlike cash people can be automatically prompted to add Gift Aid

Changing lifestyle habits – people carry less cash, but always have their phone

Recent research – 60% say giving by text is their favourite way of giving

Regular text giving has potential to reduce attrition rates ass. with direct debit

Resources worth checking out

1. Research findings – Charitable donations by premium-rate

2. Fundraising and mobile, (Helen Pattison, UNICEF)

3. How to maximise text donations

4. Ordering your free JustTextGiving marketing materials

5. Any time, any place, anywhere – mobile, the Martini channel

6. How can charities use mobile

What is JustTextGiving by Vodafone? How to get started?

Choose the right service for you that aligns with your objectives

If it’s your first campaign, JustTextGiving by Vodafone is a risk-free option

It's free for you to use

It's free for your supporters

And you get 100% of every donation

How to get your free JustTextGiving code

Once you’ve registered, you can:

SWIM 13

SWIM13

£1

70070

They see your charity’s unique six-digit

code on an advert, poster or banner

They send a text that includes your

charity’s code and an amount

(for example, SWIM13 £10) to 70070

They’ll then receive a thank you

message and a link to an online form

Here they can confirm whether or not

they’re a UK tax payer

That way, your charity benefits from an

extra 25% through Gift Aid

How it works for donors

How to promote it to your supporters

Once registered you can order free posters,

stickers and a banner

They display your charity's code so you can

promote it easily to your supporters

Which is clearer for a Father’s Day campaign?

Text DADS13 £1, £2, £3, £4, £5 or £10

to 70070

Donate £5

Text DADS135 to 70070

Decide the amount you think

people will give e.g. £1, £2,

£5 or even £10

Promote just that value =

less confusion and a more

decisive CTA (call to action)

Top tips when promoting a text code

http://finneganbaron.blogspot.co.uk/2010/10/great-apple-taste-test.html

And test, test, test!

Outdoor events work well

These days people carry less cash, but

they always have their mobile phone!

How about...

Bag packing in supermarkets

Sunday congregations

Cake bake sales

If you’re hosting a formal dinner, why

not make your text code a table

feature?

You could hand out flyers at a live gig

Decorate bunting and balloons at your

local fete

Put you text code on the tickets for

your comedy night

http://blog.justgiving.com/charities/dogs-trust-raise-1500-from-text-donations/

Dogs Trust raises £1500 in two days on Facebook

One quiet Friday + didn’t have anything scheduled

A simple ask that they dubbed FUNdraising Friday

Started with a Facebook post explaining that if each

of their 200,000+ fans donated £2 they could make

nearly half a million pounds

So much positive feedback that they extended it to

Saturday and early Sunday, renaming it FUNdraising

Weekend!

Your supporters can do it too

www.justgiving.com/Claire-Lomas

Your supporters can do it too

How your fundraisers can use JustTextGiving

If JustGiving is right for your charity, then

your supporters can also raise money

with JustTextGiving

They’ll get one free with their fundraising

page

You can share our tips + resources to

help them along...

Shh you can use some of these even if you’re

not registered with JustGiving ;)

• Here’s a poster they can

personalise

• And some top tips on our

support hub

Take Acorns/AVFC Partnership +

Registered charity no. 700859

Registered charity no. 700859

http://blog.justgiving.com/community/half-time-fundraising/

Result(s)!

Registered charity no. 700859

Registered charity no. 700859

Dawn.curnyn@acorns.org.uk

Registered charity no. 700859

Registered charity no. 700859

THANK YOU

Dawn Curnyn Sally Chambers

Digital marketing manager Head of charity marketing

dawn.curnyn@acorns.org.uk sally@justgiving.com

via twitter @acornshospice @salleeann

www.acorns.org.uk www.justgiving.com/charities