helen pattinson, mobile fundraising, impact through innovation
TRANSCRIPT
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?
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: 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?
