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Mobile Giving, Tim Olson KQED, PBS Annual Meeting, May 2010
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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: [email protected] | 866.720.3350 x 20
– Anna McDonald at PBS:[email protected] | 703.739.5797
• Tim Olson at [email protected] | 415 553-2824 | twitter: timo88