KICKING THE DIRECT MARKETING HABIT

KICKING THE DIRECTMARKETING HABIT

POW!

WHO ARE WE?

Introduce the team speaking: Duncan, Alex, Sam

WE BUILD TECH FOR GOOD

We consider ourselves very fortunate to have already worked alongside some leading members of the Third Sector. RNLI, GDPC, Mind weve also worked extensively alongside BRC and ARC

So, what do we do? We are build tech for good - be it life saving, life changing or simply problem alleviating. We are passionate about champion the genius over the generic.

WE DO IT BECAUSE WE GIVE A

Why do we do it? If Im going to spend 100,000 hours at work throughout the space of my lifetime, I want to spend that time doing something that leaves a legacy far greater than finance.They say that there is no such thing as a selfless good deed? Maybe thats not far from the truth. We do good work because we feel good doing it. It makes it exciting to come into work. It builds a sense of vast respect for your colleagues. To us, completing life changing work simply makes success taste even sweeter.

I ASKED, DID IT SAVE YOUR LIFE, HE SAID YES

Synopsis of Tornado and the impact it has had

KICKING THE DM HABIT

So how can mobile assist in kicking the DM habit?Were going to take a look at what we have learnt from other work that we have done

AND WE WANT TO HELP YOU STOP THIS

And we want to show you to stop un-targeted marketingMatt is young, tech enthusiast. He doesn't use cash. He donated to a charity previously and now gets inundated with irrelevant materialMatt is not the right market for this kind of campaign

WHY ARE WE HERE?

Charities last chance to axe dodgy fundraising tricks

Charity fundraising tactics 'a scandal', says senior MP

MPs warn incompetent charity bosses to clean up their act

Charities with dubious fundraising methods are on last chance, MPs warn

It could not be a more pertinent time to come together and talk about the ways in which charities are under increasing media and government pressure to move away from generic, unspecific, direct marketing and move towards tailored, relevant and engaging supporter interaction.

All media coverage is pointing towards the fact that the pinch is coming whether charities want it or not, so how can you as industry leaders rule the revolution, rather than simply having to follow suite on these regulations.

RNLI - opt in - vast implications on their fundraising, but amazing move in terms of the ethics of their supporters.

EVERYONE

DIRECTMAIL

PHONE CALLS

ABOVE THE LINE

MOBILE

EMAIL

SOCIALMEDIA

WEB ADS

WEBSITE

BIG PLAYAS

So what channels of communication are being utilised to engage with supporters? Engage might not be the best term to use here.These are being used by everyone due to their costsAnd other channels are only accessible to the bigger guys out thereWhat impact is this form of communication having on the reputation of the charity?

BLOOD: A CASESTUDY

Lets take a look at the ARC.They saw a huge drop off in Blood donorsImplemented a cold calling campaign that caused lots of problems

THE PROBLEM

HIGH CANCELLATIONHIGH DROP-OFFCOLD CALLING:BAD ALL ROUND!

High cancellation, high drop off - appointments being made to just get off the callLarge impact on the reputation of the ARCCost to the charity - paying $15 per appointment and they werent being attended

WHAT WEDID

Play videoSo why didn't we just look at a mobile optimised site? Because they needed:EngagementTo be able to speak to supporters directTo target specific supporters in specific areasThe give the supporters instant access to appointments

THE OUTCOMETOTALDOWNLOADS500kMONTHLYDOWNLOADS30kSHOW RATEFOR APPOINTMENTS82%APPOINTMENTSBOOKED200k

Talk through stats Huge increase in engagement - targeting relevant donors - specific blood types in specific ares

CAMPAIGN APPS

ARC was example of successful app and getting results through better engagement and donor experience

However, we have made some key learnings with working with charities such as the RNLI H2Only and Trocaire campaign specific apps

(15,000 RAISED)CASE STUDY:TROCAIRETHE CAMPAIGN

DONATIONS CLOSED

Both campaigns only available for short period of time (2 weeks and 40 days)Trocaire had 942 users during event, 2634 after the event

WHAT DOES THIS MEAN?

The concept of campaign apps works - engaging etcBut the ROI doesn't work - if they cost 20p then would be very successful

PLAYING THELONG GAME

A campaign element is still crucial to charities, but we need to look at a more holistic view to make mobile a must for charities

Need to get smarter and look at how apps can not only be engaging but also offer ROI and long term results

Only charities that can play in mobile market are those with higher budgets; Cost is a barrier to entry

CASE STUDY:INTERNATIONALFEDERATION OFRED CROSSSOCIETIES

Lets take a look at how we created a platform to allow everyone to play, not just the big boys.

COUNTRIES2 88

IFRC rolled out from 2 countries to 88 countries

LEBANON SYRIAISRAELIRAQ

Including those countries that would never have been able to access this technology historically

SO WHAT HAVE WELEARNED?

What we learnt from all of these case studies is that we want to find a way to help charities.

Not just the larger ones, but open up for all Charities and empower them to be able to engage more effectively

LETS MAKESOMETHING FOR EVERYONE

So we decided to make something for everyone

EVEN THESEGUYS

OURCHALLENGE

So we decided to give ourselves a challenge

UNLOCK MOBILEFOR ALLCHARITIES!

How could we unlock mobile for all charities out there? Not just the bigger charities but ALL charities and give them the tools to be successful

60 SECONDCHALLENGEBONUS ROUND

So if we were going to do this - what features would you like to be included within your ultimate charity app?

CHARITIES!WHAT WOULDYOUR DREAMFEATURE SET BE?

We ran a brainstorming session with a number of charities to get an understanding of what features they would want within their ideal app

A FEW COMMONTHEMES WE FOUND

Talk through the points To give charities access to data and talk to them in a way that is specific to them

SO COULD WE BUILDA PLATFORM?

So we looked at could we build a platform ?Using mobile as a platform - not as a throwawayBuild supporter base and grow this Have a single point of access for all supporters Facebook campaign analogy

WHAT ARE THE BENEFITS OF A PLATFORM?

Economies of scale; add features, not have a blinkered approachLongevity and build a growing audience Maximise ROIDifferentiate from one another Give charities and supporters a personalised experience

SO WEMADEONE

Introducing Charity Kit!!!

A TOOLKIT OF FEATURESDEFINED BY YOU

Fully customisable to reflect your charities brand and identity

YOUR STARTER KITCONTAINS:

Campaign takeovers to promote your main campaigns

Events and content that are relevant to that specific supporter Enable them to challenge their friends and spread the word

Make the experience emotive - Show your supporters what impact theyve had on your charityTrack donations over their lifetime and for specific campaignsIncrease donations - give them the ability to

And celebrate that impact with awardsAnd be able to share these with their friends

Enable instant donations or gifts tied to real, quantifiable difference.

PersonalDashboard

Head to HeadChallenges

MaggieTaylor

Maggie, from London frequently contributes to bakesale events

Bournemouth-based James has completed 8 athletic events

Send targeted push notifications relevant to that specific user:fundraisersupportervolunteer

From colour schemes to key features. Your CharityKit app is yours alone.

Branding, features and more - tailor to your own needs

HOW WILLYOUUSE IT?

What features and functionality are relevant to you - how will you tailor it?

So to summarise - DM is archaic, and mobile is still locked for many charities

DM IS ARCHAIC!

BUT MOBILES POTENTIALSTILL LOCKED FOR MANY

But Charity Kit CHANGES ALL THAT

A PLATFORMREMOVES THE BARRIERS ANDMAKES THE PRICE ACCESSIBLE FOR EVERYONE

SO TO SUM UP

DM - KICKED.