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Mobile and Fundraising: What Are the Issues That Non-Profits Must Know?

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Mobile and Fundraising: What Are the Issues That Non-Profits Must Know? Mobile and Fundraising: What are the Issues that Non-Profits Must Know? AFP Ottawa Fundraising Day May 3, 2011 1 The Vision of Mobile Giving “When the tsunami hit in late 2004, early 2005, that’s when my commercial team at m-Qube, along with some folks from Verizon and other carriers, launched that first textgive campaign. And just the emotional response, from my group in particular, kind of took my attention away from a lot of the commercial implementations to look at how mobile can engage in social action.” - Jim Manis, Founder, Mobile Giving Foundation 2 A Proven Vision • Charitable and emergency relief giving now have access to the powerful direct response mobile channel • Empowers donors with the ability to make an impulse gift • Enables charities to acquire new donors, raise new incremental funds, and interact with donors on an ongoing basis • Provides tremendous good will for wireless operators and industry while highlighting services • Wireless is now at the forefront of rapid response with the ubiquity of text messaging providing a basis for social action 3 What does the Mobile Giving Foundation do? • Validate applicant charitable status (CRA registration number) • Control standardized message flow • Provision and testing of campaign keywords • Track and report pledges vs. donations • Consolidate individual carrier payments for charity remittance • Issue official tax receipts to mobile donors 4 Factors of success… • Standardized processes/message flow reduces overhead and drives costs down. • Trust in 100% of donation going to stipulated cause, cause is legitimate, and, donors won’t receive unwanted texts/charges. • Personalized call to action drives response mimicking mobile characteristic. • People feel good taking action while making a difference in a small way. • Integrated channel promotion driven by private marketing partners. 5 And… • Refund rates run approximately half a percent • 90%+ new donors • Response ranges from 0.5% to 68% • Opt-in conversion is running 8+% • Low customer care inquiries 6 Bringing Mobile Giving to Canada “Working with the MGF to strengthen the humanitarian presence in Canada through the use of the mobile channel is an ideal opportunity and natural fit for the CWTA. It is a terrific way to enable and encourage the mobile community to make donations using this rapidly growing medium, as well as to allow wireless operators in Canada to give back to society.” - Bernard Lord, President and CEO, CWTA Chairman, Mobile Giving Foundation Canada 7 Contributions from the Wireless Community The wireless industry plays a pivotal role in mobile giving. • 100% of mobile donations are passed through carrier networks • Tax exempt billing and network modifications done at the carrier’s own expense • FREE text messages • Currently participating: Bell, Fido, Koodo Mobile, Rogers, Solo Mobile, TELUS, Videotron (NEW), Virgin Mobile, WIND Mobile (NEW) • Soon to participate: Mobilicity, MTS, SaskTel 8 The Evolution of Mobile Giving in Canada January 2010: September 2009: Three major carriers and twenty Strategic three (23) April 2011: partnership with registered charities. carriers, the CWTA Five carriers, 118 Total mobile registered charities, Association and donations = 368 keywords and MGFC enabled the $415,000. (This two donation wireless channel to total reflects the options ($5 & $10). bill $5 text message numerous donations. emergency relief donations for Haiti.) 9 Mobile Giving Foundation Canada Stats 2010 2010 $600,000 raised in $5 and $10 text 109 registered charities running donations over the year. This mobile giving campaigns with 325 accounts for 125,014 mobile active keywords. donations in 2010. 2011 2011 $400,000 raised in $5 and $10 text 118 registered charities running donations thus far. This accounts mobile giving campaigns with 368 for 78,542 mobile donations. active keywords. 10 Who are your mobile donors? Demographics by Age 50% of survey respondents are aware of TOTAL 44% 6% 50% mobile giving; 6% of these have donated this way Regular cell 43% 3% 46% Smartphone 49% 10% 59% 14-17 46% 9% 55% 18-24 44% 15% 59% 25-34 51% 11% 62% 35-44 49% 7% 56% 45-54 42% 3% 45% 60% of survey respondents aged 18-34 55+ 39% 1% 40% 18-34 48% 12% 60% years are aware of mobile giving; 12% of these have donated this way Cell phone 46% 9% 56% 0% 20% 40% 60% 80% 100% % aware of but have not text donated % aware and have text donated N = 2,003 11 What prompted mobile donations? A newscast on TV or radio 68% Read about the campaign in a 23% newspaper or magazine An appeal from a friend through 23% social media Among the 6% of mobile phone Was at a live event (i.e.sporQng event users who have donated using 12% or concert) text messaging, over two thirds (68%) were prompted by a An appeal from a celebrity 9% newscast on TV or radio. None of the above 14% N = 98 12 Donaon Thresholds How much? 2% wouldn’t even donate $5 98% If a $15 code is being considered, results would sugGest that a $20 code be used 100% instead since there is neGligible donor erosion between the two price points. 89% 80% 76% 75% On average, donors would donate up to $23 60% There is also low donor erosion between $25 and $50 so the higher dollar value should be added 47% 40% 36% 34% 32% 18% 20% 0% $5 or more $10 or more $15 or more $20 or more $25 or more $30 or more $40 or more $50 or more Over $60 13 N = 406 Donor Interest in Report on how dona1ons are 59% Ongoing being put to use Communication Direcons/reminders to obtain a Follow-up Options receipt 52% Tally of funds raised 48% Four in five (81%) actual and ReGular email updates from the charity 28% potential text-donors are interested in at least one of these Short, text message reminders follow-up options. about new calls to ac1on 25% Opon to subscribe to a monthly 16% donaon plan % Interested (% of those who gave a 5,6, or 7 rang on a 1 to 7 scale) N = 406 14 Calls to Action 15 For a copy of this presentation please visit www.mobilegiving.ca or www.donssansfil.ca. Contact: [email protected] @MGFCanada or @donssansfil You can also find Mobile Giving Foundation Canada on Facebook! 16 .
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