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Sending out an SMS: the potential of mobile phones for charities and no-profits
Insights event 30th June 2011
Gemma Tracey
Tel: 020 7426 8888
Email: [email protected]
Web: www.nfpsynergy.net
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Part 1 Part 2 Part 3
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Part 1 Part 2 Part 3
“Hooray! We can earn loads by SMS!”
“Sign us up for one of those shortcode things!”
“It’s way too expensive!”
“This only works after a disaster”
“Michelle Obama isn’t going to front our campaign!”
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Part 1 Part 2 Part 3
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Part 1 Part 2 Part 3
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Part 1 Part 2 Part 3
The public and their phones
Text messages and SMS
donations
Is the charity sector
embracing the mobile?
Barriers and opportunities
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Part 1 Part 2 Part 3
The public and their phones
Text messages and SMS
donations
Is the charity sector
embracing the mobile?
Barriers and opportunities
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Base: 1,004 adults, 16+, Britain.Source: Charity Awareness Monitor, Mar 11, nfpSynergy
95%
97%
95%
96%
97%
97%
96%
95% 97%
96%
96%
96%
96%
Tot
al
Mal
e
Fem
ale
AB C1
C2
DE
16-2
4
25-3
4
35-4
4
45-5
4
55-6
4
65+
“Do you own a mobile phone?” Yes
Mobile phone ownership
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0%
20%
40%
60%
80%
100%
To
tal
Ma
le
Fe
ma
le
16
-24
25
-34
35
-44
45
-54
55
-64
65
+
AB
C1
C2
DE
Strongly agree Agree
Source: nVision ResearchBase: 1,000 online respondents aged 16+, GB, 2010
“I never turn my mobile phone off”
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Base: All mobile phone owners (965) among 1,000 adults 16+, Britain.Source: Charity Awareness Monitor, Mar 11, nfpSynergy
27%
33%
40%
77%
35%
39%
39%
44%
76%
39%
96%
99%
Recieve and send emails
Use applications
Listen to music
Access the internet
Take photos
Send and recieve text messages
Make and receive calls
Mar-11Jul-10
Do you use your mobile phone to do any of the following?
How people use their mobile phones
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Base: 2013 UK adults 18+Source: KPMG, Media & Entertainment Barometer 2011
25%
25%
50%
53%
61%
74%
84%
97%
74%
32%
58%
Listening to radio
Watching TV/video clios
Reading documents
Playing/downloading free games
Listening to music
Instant messaging
Social media
Reading emails
Surfing the internet
Taking photos
Text messages
How people use their smartphones
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Part 1 Part 2 Part 3
“I call this historically new form of communication mass self-communication. It is mass communication because it can potentially reach a global audience, as in the posting of a video on YouTube, a blog with RSS links to a number of web sources, or a message to a massive e-mail list. At the same time, it is self-communication because the production of the message is self-generated…and the retrieval of specific messages or content from the World Wide Web and electronic communication networks is self-selected.”
Manuel Castells, Communication power (New York, Oxford University Press)
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Part 1 Part 2 Part 3
The public and their phones
Text messages and SMS
donations
Is the charity sector
embracing the mobile?
Barriers and opportunities
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7
6
9
18
10
6 6
32
Tota
l
Mal
e
Fem
ale
16-2
4
25-3
4
35-4
4
45-5
4
55-6
4
65+
2008 2010 2011
Base: Mobile phone owners who send text messages (926) among 1,000 adults 16+, Britain.Source: Charity Awareness Monitor, Mar 11, nfpSynergy
Average number of text messages sent by various demographic groups daily
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63%
1%
1%
1%
3%
3%
6%
8%
10%
15%
15%
None of the above
A/o answers
Survey
Work related
To update Twitter
To sign up to news or information
To get information from a company
To vote in TV shows
To update a social networking site
To make a donation to a charity
To enter a competition
Mar-11 Jul 10 Sept 08
Base: Mobile phone owners who send text messages (821) among 1,000 adults 16+, Britain.Source: Charity Awareness Monitor, Mar 11, nfpSynergy
Alternative uses for text messages
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15% 15% 14%16% 15%
17%
10%
19% 19%
15%
8%
11%13%
Total Male Female AB C1 C2 DE 16-24 25-34 35-44 45-54 55-64 65+
Base: Text givers (120) among 1,000 adults 16+, Britain.Source: Charity Awareness Monitor, Mar 11, nfpSynergy
Text message donors by demographic group
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6%
82%
8%
61%
31%
11%
Can't remember
No
YesMar-11
Jul-10
Base: All mobile phone owners/answering (926) among 1,000 adults 16+, Britain.Source: Charity Awareness Monitor, Mar 11, nfpSynergy
Do you recall being asked to donate money by text message (even if you didn’t make a donation)?
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19
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6%
27%
0%
27%
36%
27%
33%
2%
10%
19%
0%
9%
23%
82%
A/o answers
Can't remember
Another appeal (unspec)
Haiti earthquake appeal
A disaster appeal
Sport Relief
Children In Need
Comic Relief/ Red Nose Day
Mar-11
Jul-10
Base: All those who remember being asked to donate by SMS (286) among 1,000 adults 16+, Britain.Source: Charity Awareness Monitor, Mar 11, nfpSynergy
What cause were people asked to donate to by SMS?
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7%
51%
12%
15%
4%
62%
13%
11%
7%
3%
3%
55%
11%
10%
13%
8%
4%
12%
Don't know
Very unlikely
Quite unlikely
Neither likely nor unlikely
Quite likely
Very likely
Mar-11Jul-10Sep-08
Base: All mobile phone owners (965) among 1,000 adults 16+, Britain.Source: Charity Awareness Monitor, Mar 11, nfpSynergy
Likelihood of donating to charity by SMS
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20%18%
22%
27%
18%20%
16%
35% 34%
19%16%
12%
7%
Tota
l
Mal
e
Fem
ale
AB C1 C2 DE
16-2
4
25-3
4
35-4
4
45-5
4
55-6
4
65+
Base: All mobile phone owners (965) among 1,000 adults 16+, Britain.Source: Charity Awareness Monitor, Mar 11, nfpSynergy
Demographic segmentation of those likely to give by mobile phone
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2%
1%
1%
1%
6%
6%
10%
32%
37%
47%
A/o answers
Never have enough credit
Violation of privacy
Intrusive/ Would find it intrusive
I don't donate to charity
I don't understand how it works
No, there is nothing that would put me off donating inthis way
I would be concerned about security
I would be concerned about the charges taken bymobile phone operators
I would prefer to give in another way
Base: All mobile phone owners (965) among 1,000 adults 16+, Britain.Source: Charity Awareness Monitor, Mar 11, nfpSynergy
Reasons not to donate by SMS
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Part 1 Part 2 Part 3
The public and their phones
Text messages and SMS
donations
Is the charity sector
embracing the mobile?
Barriers and opportunities
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Content slideHow charities use mobile phones and text messaging
4%
29%
19%
36%
42%
No answer
In none of these areas ofwork
In our campaigning work
In our communicationswork
In our fundraising work
Base: 100 respondentsSource: nfpSynergy, March 11
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Content slideHow charities use mobile phones and text messaging
Base: 100 respondentsSource: nfpSynergy, March 11
Mobile phone activity % of charities who have tried this activity
1. Encouraging donations by text message 34%
2. Calling supporters on their mobiles 32%
3. As one of the response mechanisms in an integrated campaign 29%
4. Sending supporters a text message about key events 26%
5. To reach and engage with a younger generation of donors 24%
6. Encourage/ thank supporters participating in one of your events (e.g. marathon) 22%
7. For service delivery 20%
8. Thank supporters for a donation 18%
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Content slideCharities’ top mobile phone activities
Base: 100 respondentsSource: nfpSynergy, May 11
14%
-61%
-61%
-58%
-47%
13%
19%
10% 8%
4%
7%
11%
-80% -60% -40% -20% 0% 20% 40% 60% 80% 100%
For service delivery
Encourage/ thanksupporters participating inone of your events (e.g.
marathon)
Sending supporters a textmessage about key events
Calling supporters on theirmobiles
Not tried Tried with little success Don't know Tried with moderate success Tried with great success
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“When it comes to SMS donations, I think a lot depends on the trigger, on how and when you ask people to donate – just having a shortcode donation number is not enough. One great example is a lunchtime concert we did at Lords Cricket Ground. A group of young people, wearing our t-shirt with the SMS donation number, played a concert during the lunch break. We raised £600 within 15 minutes.”
Jo Johnson, Digital Media Manger, LSO
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“We have been looking at the entirety of our digital communications recently, and we have realised that while we are not using many digital tools, our members are very tech savvy. For example, just under 30% of the people who read our monthly e-newsletter open it with an iPhone. This made developing an app for the iPhone an obvious choice.”
Sally Horrox, Director of Communications, NCT
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“It’s been great for increasing internal enthusiasm for Twitter. It was easy to organise, great fun, and just like holding our own 2 hour radio show. Twitter is great for making people who are not at an event feel included and enthused.”
Stuart Witts, Social Media Manager, Marie Curie Cancer Care
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Content slideThe potential of mobile phones
Base: 100 respondentsSource: nfpSynergy, May 11
35%
33%
30%
36%
30%
38%
38% 20%
29%
31%
35%
32%
39%
33%
0% 20% 40% 60% 80% 100%
Fundraising through a mobile App (e.g. an iPhoneApp)
Encourage/ thank supporters participating in one ofyour events (e.g. marathon)
Sending supporters a text message about key events(e.g. Watch our director on TV news tonight)
As one of the response mechanisms in an integratedcampaign
Encouraging donations by text message
Thank supporters for a donation
To reach and engage with a younger generation ofdonors
Moderate potential Big potential
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Part 1 Part 2 Part 3
The public and their phones
Text messages and SMS
donations
Is the charity sector
embracing the mobile?
Barriers and opportunities
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Content slideBarriers to fundraising through text messages
High network charges
VAT on donations
Difficulty reclaiming Gift
Aid
Attitude & Culture
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Content slideBarriers to fundraising through text messages
6%
9%
10%
18%
23%
25%
26%
27%
32%
44%
10%
No good ideas about how to fundraise
Our donors don't use mobiles
Our culture/ management is not supportive
The technology is confusing
No good case studies about how to fundraise
The size of each donation is small
Our donors are unlikely to give in this way
Not really looked at this area
Gift aid is very hard to claim
Not sure what works
The continued high charges from some networks
Base: 100 respondentsSource: nfpSynergy, March 11
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Content slideBarriers to fundraising through text messages
High network charges
VAT on donations
Difficulty reclaiming Gift
Aid
Attitude & Culture
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Content slideOvercoming those cultural barriers
1. A vibrant and diverse supplier base 2. Mobile and SMS champions within charities 3. It’s not just about text donations, it’s about mobiles in all their glory 4. Integrating communications across all media
1. A vibrant and diverse supplier
base
2. Mobile and SMS champions within
charities
3. It’s not just about text donations, it’s about
mobiles in all their glory
4. Integrating comms across all media
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Tips for you
Do your research – what tools are your community using?
Refreshing your website? Don’t forget the mobile web.
The mobile phone is very personal – ask for permission.
Got a captive audience in a specific time and place? They can be a great group to ask for SMS donations.
Increase confidence by using Twitter
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Part 1 Part 2 Part 3
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Part 1 Part 2 Part 3
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Part 1 Part 2 Part 3