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Using the mobile channel to 
     your benefit – the
    what, why and how.
Masterclass Overview
• What is so special about the mobile channel?
• What, why and how
   – Fundraising 
   – Awareness 
   – Communication  
• Practical demonstration 
• Mobile as lever for social change  
The four most used features of the 
 mobile phone from a consumer 
          perspective?
Four most used….
•   Make a call
•   Send a text message
•   Use as a torch
•   Use as an alarm clock
Why is the mobile phone becoming 
 such an important mass media 
            channel?
Mobile Channel Facts & Predictions
NOW
• 70m phones in the UK
• 5 x more mobile phones than PCs worldwide 
• Mobile main route to internet in ‘unwired communities’

FUTURE
• 80% of people will carry a connected mobile device within 
  5 ‐ 10 years
• 2012 will see 4.9 Billion mobile subscribers, at a time 
  when the world population is expected to be about 7 
  billion
Fundraising 
Fundraising – What
• Accepting donations through a mobile 
  phone
• Mostly through text messaging 
• Also possible via mobile internet 
• User initiated
• One off payment 
• Comes off the donor’s phone bill/credit 
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. 
Fundraising – Why

Why do I donate to a charity?

• I am inspired to a momentary sense of largess 

• I can react immediately to an innate belief
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”
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 
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
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. 
Fundraising – mobile internet e.g.
The mobile internet can 
also be used for fundraising. 

People are sent a link 
within a text message to a 
mobile site, where they can 
donate. In the UK, such a 
site can be also be used for 
Giftaid.

When paying via mobile 
internet (WAP billing), more 
of the money (up to 90%) 
ends up in your pocket. 
Reach is significantly lower.  
Fundraising – mobile rewards
Fundraising – mobile rewards
Fundraising ‐ Considerations
• ROI hampered by operator share 
• Think viral – peer to peer distribution saves 
  you money
• Think long term – don’t alienate donors or 
  waste valuable data 
• Think user experience – make donations 
  easy, safe and trusted 
Q&A 
Awareness & Engagement
Awareness & Engagement – What
• Using mobile to allow people to
   – Ask for more info
   – Participate 
• Normally integrated with other channels
   –   TV 
   –   Print 
   –   Radio 
   –   Outdoor 
Awareness & Engagement – e.g.’s
Awareness & Engagement – e.g.’s
Awareness & Engagement – e.g.’s
Awareness & Engagement – e.g.’s
Awareness & Engagement – Why
Why do I engage with a charity?

• A recent event has drove the charity subject to my 
  attention

• I have opinions that can be voiced by the Charity to a 
  wider audience
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
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 
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
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) 
Q&A 
Communication 
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) 
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.  
Communication – Why
Why do I want an ongoing dialogue?

• I can give my voice to a cause

• I want to know what’s going on

• I need to be kept informed
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 
Communication – How
• Simple message pushes (via online 
  platforms)
• Dialogues (through integrated platforms) 
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
Communications ‐ Considerations
  • Get permission and raise expectation
  • Use sparingly – it’s a personal device
  • Allow and advertise opt out
Q&A 
Practical Demonstration
Setting up and executing your own 
        text push campaign
Mobile as a grassroots tool
Citizen Journalism & Activism
Using the mobile channel to your benefit – the what, why and how
Using the mobile channel to your benefit – the what, why and how
Using the mobile channel to your benefit – the what, why and how
Using the mobile channel to your benefit – the what, why and how
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
Field reports 
Using the mobile channel to your benefit – the what, why and how
Using the mobile channel to your benefit – the what, why and how
Helping markets work for small 
consumers 
Using the mobile channel to your benefit – the what, why and how
Resources 
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 ‐
Simon@welovemobile.co.uk
 Ben@welovemobile.co.uk
   www.welovemobile.co.uk

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