This session will examine why the mobile phone is a suitable channel for third sector organisations to drive awareness, raise funds and communicate with a range of stakeholders. An examination of how the device is becoming a worldwide grassroots tool for change, activism and economic independence.
9. Fundraising – pull campaign e.g.
The Red Cross worked quickly with mobile to quickly support
Charity donations to the Floods Appeal in the UK .
People sent FLOODS with the donation amount to
64483 e.g. to donate £10 just text FLOODS 10.
This was part of the overall donation mix that resulted in
300,000 pounds being donated in the first hour of the campaign.
11. Fundraising – What makes a good
campaign?
• A quantifiable object for your money
– Oxfam Direct campaign
• An instant response
– An immediate response, no need for credit card details
• Getting something back
– A free piece of content showing the value of your donation
– A simple thank you
• Reward/Gratification
– Emotional “I gave”
12. Fundraising How – Consumer journey
• Sees call to action
• Sends in text message (‘donate’ to 87887)
• Receives confirmation via return text
• Potentially has opportunity to visit mobile
internet site (e.g more info, gift aid)
• Full amount appears on bill or is removed from
call credits
• Might get follow up communications
13. Fundraising – Technical & Commercial bit
MO/MT MO/MT
SMS SMS
(SMPP) (SMPP)
Aggregator
Operators (e.g. T-Mobile)
SMS platform
•Operator typically takes 50% of revenue and
Web Interface (HTTP)
bills full amount to consumer
MO/MT SMS (SMPP)
•Aggregator charges for message costs, agency
charges a management fee
CLIENT PC Agency PC
14. Fundraising – push campaign e.g.
The UNHCR wanted to ask existing donors in Spain to help with
the crisis appeal in Congo .
UNHCR Spain sent donors a text message, asking
them to reply to donate €1.20 and pass on
message.
This push got an average 5% response rate, so 5 out 100 people
donated via their phones, while also raising awareness.
27. Awareness & Engagement – What makes a
good campaign?
• A feeling of belonging
– Membership to a cause specific organisation
– Positive participation rather than passive recipient
• Instant and ongoing feedback
– A quick way to talk part in a petition or poll
• A badge of honour
– A digital membership card to be ‘worn’ as a wallpaper
• Reward/Gratification
– Be part of something easily
28. Awareness & Engagement – Consumer journey
• Sees call to action
• Sends in text message (‘Yes’ to 87887)
• Receives feedback via return text
– For more info call/click/go here
– Thank you for your vote
• Might get follow up communications
29. Technical & Commercial bit
MO/MT MO/MT
SMS SMS
(SMPP) (SMPP)
Aggregator
Operators (e.g. T-Mobile)
SMS platform
Aggregator charges for message costs, Web Interface (HTTP)
MO/MT SMS (SMPP)
shortcode and keyword, agency charges a
management fee
CLIENT PC Agency PC
30. Awareness & Engagement ‐ Considerations
• Reward participation
• Keep the door open for ongoing dialogue
• Ensure you have an opt‐out
• Keep user experience in mind (i.e. no two
finger form filling)
33. Communication – What
• Dialogue with existing stakeholders
– Members
– Clients
– Activists
– Donors
– Staff
– etc
• Sending and receiving messages
– Reminders
– Appeals
– Feedback and encouragement
– Updates from the field
– Anonymous suggestions/complaints
– etc
• Using captured mobile numbers
• Integrated with existing systems (CRM, e‐mail, Web)
34. Communication – e.g.’s
ABC Green Aware Cycle4Life
Attention. Your membership is Green Aware needs volunteers Thank you for taking part in
due to expire the end of the for next month’s big event. If the Cycle for Life event last
month. Please take advantage you can spare some time on weekend. So far we have
of the many benefits an ABC Saturday 3rd April to help set‐ received over £45,000 in
membership has to offer by up, please call Sally Smith on sponsorship money. This is
renewing today. Visit 020 8767 8978 or REPLY ‘yes’ enough to pay for a whole
www.abc.org on your PC for to this message and we’ll call ambulance! Please keep the
more information or visit our you back during office hours. money coming in! Cheques etc
mobile site for more info payable to Cycle for Life and
http://abc.mobi sent to PO Box 675, London
E11 7YP.
36. Communication – What makes a good
campaign?
• Active engagement
– Taking part in a petition
– Regular communication and feedback
– An opportunity to give an opinion
• Being in the know
– Learn about events as they happen
• Tool for productivity
– Reach and inform activists
– Coordinate events
– Gauge and react to public opinion
38. Technical & Commercial bit
MO/MT MO/MT
SMS SMS
(SMPP) (SMPP)
Aggregator
Operators (e.g. T-Mobile)
SMS platform
Aggregator charges for message costs, agency Web Interface (HTTP)
MO/MT SMS (SMPP)
charges a management fee, set‐up cost for
integrating with existing systems (e.g. e‐mail
and CRM)
CLIENT PC Agency PC
39. Communications ‐ Considerations
• Get permission and raise expectation
• Use sparingly – it’s a personal device
• Allow and advertise opt out
48. Citizen Activism
After the elections in Zimbabwe in Spring 2008, mobile phones were
used as a vital communication tool to disseminate news and
information. Dumisani Ndlela, a journalist in Zimbabwe, wrote about the
use of SMS jokes to make sense of the election stalemate at the time.
“One reads: “We would like to apologise to the nation for the late
release of the presidential results. This is due to the rigging process,
which is proving to be more difficult that we had anticipated.”
Another one reads, “If ZEC fails to supply us with the presidential
election results by the end of today, we will have no choice by get them
from the black market.”
A Mobile Voice: The Use of Mobile Phones in Citizen Media – Mobile Active
55. Web Resources
• Mobile Campaigns / Marketing
– Mobile Marketing Association - mmaglobal.com
– Mobile Marketing Magazine ‐
mobilemarketingmagazine.co.uk
– Mob Happy ‐ mobhappy.com
• Mobile technology
– Google mobile ‐ googlemobile.blogspot.com/
– Frontline SMS ‐ frontlinesms.com
• Mobile activism
– Mobile Active ‐