helen pattinson, mobile fundraising, impact through innovation

Mobile Fundraising, Helen Pattinson

@helenjpatttinson

Percentage of

people in the UK

with a phone?

Basically absolutely

everyone!

Everyone... 9

6%

95

%

97

%

95

%

96

%

97

%

97

%

95

%

97

%

96

%

96

%

96

%

96

%

Tota

l

Male

Fem

ale

AB

C1

C2

DE

16-2

4

25-3

4

35-4

4

45-5

4

55-6

4

65+

The journey

2010 2012 2011

How are we using

mobile?

How are we using it?

SMS (prospecting)

PSMS (prospecting)

Ongoing

journeys

Direct Debit

conversion

Social Press Street Outdoor DRTV Cinema

Te

stin

g a

nd

le

arn

ing

Mobile regular giving

conversion

How are we using it?

SMS (prospecting)

PSMS (prospecting)

Ongoing

journeys

Direct Debit

conversion

Social Press Street Outdoor DRTV Cinema

Te

stin

g a

nd

le

arn

ing

Mobile regular giving

conversion

How are we using it?

SMS (prospecting)

PSMS (prospecting)

Ongoing

journeys

Direct Debit

conversion

Social Press Street Outdoor DRTV Cinema

Te

stin

g a

nd

le

arn

ing

Mobile regular giving

conversion

How are we using it?

SMS (prospecting)

PSMS (prospecting)

Ongoing

journeys

Direct Debit

conversion

Social Press Street Outdoor DRTV Cinema

Te

stin

g a

nd

le

arn

ing

Mobile regular giving

conversion

How are we using it?

SMS (prospecting)

PSMS (prospecting)

Ongoing

journeys

Direct Debit

conversion

Social Press Street Outdoor DRTV Cinema

Te

stin

g a

nd

le

arn

ing

Mobile regular giving

conversion

How are we using it?

SMS (prospecting)

PSMS (prospecting)

Ongoing

journeys

Direct Debit

conversion

Social Press Street Outdoor DRTV Cinema

Te

stin

g a

nd

le

arn

ing

Mobile regular giving

conversion

And has mobile

fundraising worked?

2010: Pakistan floods

Pakistan DRTV

Pledge conversion rate 12%

Pledge average gift £70

Year one ROI 1.38

Predicted year five ROI 4.87

Almost 40,000

new SMS donors

Initial ROI of

0.86

How they converted

9.00%

9.50%

10.00%

10.50%

11.00%

11.50%

12.00%

12.50%

Pakistan SMS Pakistan other

Co

nvers

ion

rate

2011: expanding media

19.31%

conversion

rate

CPA of £1xx

Soccer Aid: 2010

# new text donors 182,871

# multiple givers (approx) 10,000

Total income £914,355

-

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

18:0

0

18:1

5

18:3

0

18:4

5

19:0

0

19:1

5

19:3

0

19:4

5

20:0

0

20:1

5

20:3

0

20:4

5

21:0

0

21:1

5

21:3

0

21:4

5

22:0

0

22:1

5

22:3

0

22:4

5

James Nesbitt video

Soccer Aid: Appeal Films

Soccer Aid: results

277, 378

contactable

names

Over £1.5m

from

mobile

Monthly pledge: donor journeys

Comparing active rates: @ 10 months

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Connected TM Cold TM Door to door Connected Street Street

Acti

ve/su

rvia

l ra

te

Context: pledge recruitment

0 10,000 20,000 30,000 40,000 50,000 60,000 70,000

2006

2007

2008

2009

2010

2011

2012 bud.

Cold Mail Reciprocals Inserts Door DropDRTV Database Names (other) Database Names (TM) Database Names (DM)Reactivation Cold TM Street Door Press (SMS) prospecting Street (SMS) prospecting Connected AffiliatesDisplay Google content Search Control PayrollEmergency conversion

SMS monthly giving is important!

Inserts / doordrops

DRTV

DB names

Reactivation TM

Cold TM

Face to face

Door to Door

Other

Digital

Mobile pledge

So everything has

worked?

Not quite!

Christmas:

£0

£50

£100

£150

£200

£250

£300

£350

Rad

io

Wha

t's o

n TV

Gua

dian

Bro

adsh

eets

Mem

ostic

k

Was

hroom

s

Train

Car

d Pan

els

Rad

io T

imes

Tube

pan

els

Co

st

per

pro

sp

ect

Traditional media

And everything is

mobile?

Not quite!

The future

The future

etc . . . etc . . . etc . . . etc . . .

Us too!

A bit worried . . .

Christmas Syria Campaign

Christmas Syria Campaign - tube

Christmas 2011:

£0

£50

£100

£150

£200

£250

£300

£350

Rad

io

Wha

t's o

n TV

Gua

dian

Bro

adsh

eets

Mem

ostic

k

Was

hroom

s

Train

Car

d Pan

els

Rad

io T

imes

Tube

pan

els

Co

st

per

pro

sp

ect

Christmas – 2012 learnings:

£0

£50

£100

£150

£200

£250

£300

£350

Radio

Wha

t's o

n TV

Gua

dian

Broad

shee

ts

Mem

ostic

k

Was

hroo

ms

Train Card

Panels

Radio T

imes

Tube

pan

els

2012

Was

hroo

ms

2012

Tra

in C

ard

Panels

2012

Tub

e pa

nels

Co

st

pe

r p

rosp

ect

Christmas: 2011 vs 2012

£0

£10

£20

£30

£40

£50

£60

£70

Washrooms Tube panels Train Card Panels

Co

st

pe

r p

rosp

ect

2011 2012

And to finish . . .

Do get in touch!

Do get in touch!

Any questions?

Do get in touch!

@helenjpatttinson

helenp@unicef.org.uk