lessons learned from haiti — part 2: the mobile giving revolution
DESCRIPTION
This session discusses mobile advocacy trends and examines the unprecedented response to mobile donation appeals after the Haiti earthquake. You will learn how to acquire, retain, and cultivate mobile donors.TRANSCRIPT
The Mobile Giving Revolution
CB Barthlow, Director – mGive www.mgive.org
Lessons Learned from Haiti Series
• Online Rapid Response StrategiesSteve MacLaughlin, Director of Internet Solutions, Blackbaud, Inc.March 11, 2010 at 2:00 p.m. ET – Recording Posted Online
• The Mobile Giving RevolutionC.B. Barthlow, Director of Marketing and Client Services, mGiveMarch 24, 2010 at 2:00 p.m. ET
• Mobilizing Your Supporters Using Social MediaJeff Patrick, Founder and President of Common KnowledgeApril 6, 2010 at 2:00 p.m. ET
• Stewarding Donors Following a CrisisDavid Lamb, Senior Consultant, Target Analytics, a Blackbaud CompanyApril 21, 2010 at 2:00 p.m. ET
• Turning One-Time Donors into Major Gift Prospects Lawrence Henze, Managing Director, Target Analytics, a Blackbaud CompanyMay 5, 2010 at 2:00 p.m. ET
Remember Online Giving?
2001
2003
2005
2007
0.51.1
1.92.62
4.536.87
10.44 Bil-lion!
Dollars Rasied Online in Billions
Source: Harvard University Initiative on Social Enterprise and tedhart.com
• 1997: A few of US charities tried online giving with No Resultsk
• Skeptics: "It will never compare to traditional fundraising
• 1998: US online donors gave a mere $300K
• Americans: Gain more confidence in online transactions
• 1999: US online donors give over $10 million• Skeptics: Search for other technological advances to doubt• 2007: US online donors gave $10.44 Billion
• 2008: US Online Giving estimated at $15.42 Billion -Blackbaud
Mobile Has Better Reach
Sources: NCTA, CTIA. MMA and Pew Research.
Clients include 330 of the nations largest charities representing $20 billion in revenues
mGive clients include 6 of the Top 10 most trusted NPOs according to The Chronicle of Philanthropy
Including #1 St. Jude and #2 Komen!!!
ACS Western Division - Salvation Army Central Territory
2009 mGive Awards
$450,000 & 90,000 Donors in 3 Minutes!
May 13, 2009
Manages Industry Standards & Best
Practices
Facilitates Distribution of Funds
Donors Carriers
Nonprofits
Turnkey Mobile Giving SolutionMobile Marketing Services
Online Campaign Management ToolsSocial Networks Applications
Facilititates Text Message Delivery Content Development & Distribution
ECRM Database IntegrationShort Code Management
Certifies Nonprofit Participation
Mobile Ecosystem 2010
501c3
100% dedicated to serving the nonprofit
community
End user contribution
Wireless Carriers
Non Profit Org
Funds Distribution
mGive Foundation501c3
100%
0%
100%
Proceeds wired to Nonprofit client in approximately 90 days directly from mGive Foundation.
mGive.com bills NPO monthly based on collected donations. *mGive Silver Package pricing example
30 days
60 days
90 days
$5.00
$5.00
0%
*$.32+3.5% per Transaction Fee
To : 90999
Message:
ALIVE
Reply : 90999
Message:
YES
To confirm your $5 donation to Keep A Child Alive please reply with YES Visit KACA.org/T or text HELP. Text STOP to cancel.
Thanks! $5 will be charged to your phone bill. Txt ALIVE and give up to 5 times. Info? Visit KACA.org/T or txt HELP. STOP to cancel.
.
To get free text alerts and critical updates from KACA please respond now with YES. Up to 1/msg/day. To Optout reply STOP.
.
Donor sends KEYWORD
Donor asked to confirm
Donor confirms with YES
Donor can Subscribe!
Donor receives
Confirmation
Now one-time donors can become all-the-time supporterswhen they opt-in to receive organizational text messages.
More Than Impulse Giving!
Send Weekly Alerts & Monthly Asks: Turn one-time donors into all the time donors.
Keep A Child Alive: Reply now with YES. To confirm a $5 donation and have the charge added to your mobile bill.
Your $5 will save lives!
Keep A Child Alive:
Just $1 a day keeps a child alive. Go to keepachildalive.org for details and info!
Keep A Child Alive:
Make sure to watch our TV special on ABC. 3 07 09 at 9pm ET. Visit keepachildalive.org for more info today!!
Organizational Updates, Critical Info & Success Reports.
Issue Event Invites Drive Participation.
Mobile Web Pages & Donor Data Collection
Keep A Child Alive:
Thanks so much for your help. Help us update your contact info. Click this link
http://m.mgive.com/4365/s/1720989535
Monthly Ask:Donor Replies YES
to Give Again!
Contact & Communication
Real Time Reporting
The text HAITI Campaign
Swift & Immediate Action - The U.S. State Department - American Red Cross - Wireless Carriers - mGive
Expedite Emergency mGive Campaign
text HAITI to 90999 (First Publicized $10 sms donation campaign)
LIVE(12hrs after the earthquake)
How did mGive become the key player in the Haiti mobile relief efforts?
• Our founder, James Eberhard, was on a technology delegation in Pakistan with [U.S. special envoy] Richard Holbrooke. It was 4:30 in the morning. The State Department called and woke James up and said, “There’s been an earthquake in Haiti. Can we turn up a text relief effort?” We called the Red Cross, and within an hour, we had the program up and running. By the time we woke up, we’d raised $170,000.
Brad Blanken – COO of Mobile Accord
• Over $32 Million Donated (Since 1/12/10 )
• Over 3 Million Donors (1.05% US Population)
• 81% Donation Conversion (Double Opt-In)
• $750K Donated per Day (Jan-Feb 2010)
The text HAITI Results
Click Image to see PSA Click Image to see PSA
“This incredible response is an affirmation of the goodwill of millions of Americans,” said James Eberhard, mGive’s chairman. “As the leader in the mobile giving space, it was our duty to respond and organize the mobile industry to allow people to give through their mobile phones. As part of this, Mobile Accord donated its services and platform to help in the relief efforts. Over the last four weeks, the mGive Platform saw peak periods processing over $1 million and over 100,000 transactions in under an hour.”
Hope for Haiti Telethon Raises $6 Million in mGive Donations
• Star-Studded Fundraiser Simulcast on 33 Networks (largest ever)
• Concurrent promotion of three donation methods: Web, 800#, Text
• the text GIVE to 50555 campaign reaches 83 million viewers.
• Largest mobile marketing Call to Action in U.S. history.
mGive Powered Donations get High Visibility in Media
• NYT• WSJ• ABC• NBC• PBS• NPR• CNN• Newsweek• Time• AP• Along with thousands of local
paper, Blogs and social networks. mentions
2010 2009 2008 Total
mGive Donations
$38,557,220 $1,254,918 $261,584 $40,073,722
Donations Powered by mGive Platform to March 1, 2010
• The Haiti disaster was a tipping point for mobile donations in the United States. Millions of Americans now know that mobile is a fast, safe and efficient way to make a donation.
• Now it is time to take the next steps to improve the mobile channel for nonprofits to accept day-to day donations and communicate more effectively with supporters.
