Mobile and Fundraising: What are the Issues that Non-Profits

Must Know?

AFP Ottawa Fundraising Day May 3, 2011

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The Vision of Mobile Giving

“When the tsunami hit in late 2004, early 2005, that’s when my commercial team at m-Qube, along with some folks from Verizon and other carriers, launched that first textgive campaign. And just the emotional response, from my group in particular, kind of took my attention away from a lot of the commercial implementations to look at how mobile can engage in

social action.”

-  Jim Manis, Founder, Mobile Giving Foundation

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A  Proven  Vision  

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•  Charitable and emergency relief giving now have access to the powerful direct response mobile channel

•  Empowers donors with the ability to make an impulse gift

•  Enables charities to acquire new donors, raise new incremental funds, and interact with donors on an ongoing basis

•  Provides tremendous good will for wireless operators and industry while highlighting services

•  Wireless is now at the forefront of rapid response with the ubiquity of text messaging providing a basis for social action

What does the Mobile Giving Foundation do?  

•  Validate applicant charitable status (CRA registration number) •  Control standardized message flow

•  Provision and testing of campaign keywords •  Track and report pledges vs. donations •  Consolidate individual carrier payments for charity remittance •  Issue official tax receipts to mobile donors  

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Factors of success… •  Standardized processes/message flow reduces overhead and drives costs down. •  Trust in 100% of donation going to stipulated cause, cause is legitimate, and, donors

won’t receive unwanted texts/charges.

•  Personalized call to action drives response mimicking mobile characteristic.

•  People feel good taking action while making a difference in a small way. •  Integrated channel promotion driven by private marketing partners.

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And… •  Refund rates run approximately half a percent

•  90%+ new donors

•  Response ranges from 0.5% to 68%

•  Opt-in conversion is running 8+%

•  Low customer care inquiries

Bringing Mobile Giving to Canada

“Working with the MGF to strengthen the humanitarian presence in Canada through the use of the mobile channel is an ideal opportunity and natural fit for the CWTA. It is a terrific way to enable and encourage the mobile community to make donations

using this rapidly growing medium, as well as to allow wireless operators in Canada to give back to society.”

- Bernard Lord, President and CEO, CWTA

Chairman, Mobile Giving Foundation Canada

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Contributions from the Wireless Community

The wireless industry plays a pivotal role in mobile giving.

•  100% of mobile donations are passed through carrier networks •  Tax exempt billing and network modifications done at the carrier’s own expense

•  FREE text messages

•  Currently participating: Bell, Fido, Koodo Mobile, Rogers, Solo Mobile, TELUS, Videotron (NEW), Virgin Mobile, WIND Mobile (NEW)

•  Soon to participate: Mobilicity, MTS, SaskTel

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The Evolution of Mobile Giving in Canada

September 2009: Strategic

partnership with carriers, the CWTA

Association and MGFC enabled the wireless channel to bill $5 text message

donations.

January 2010: Three major

carriers and twenty three (23)

registered charities. Total mobile donations =

$415,000. (This total reflects the

numerous emergency relief

donations for Haiti.)

April 2011: Five carriers, 118

registered charities, 368 keywords and

two donation options ($5 & $10).

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Mobile Giving Foundation Canada Stats

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2010 $600,000 raised in $5 and $10 text

donations over the year. This accounts for 125,014 mobile

donations in 2010.

2011 $400,000 raised in $5 and $10 text donations thus far. This accounts

for 78,542 mobile donations.

2010 109 registered charities running

mobile giving campaigns with 325 active keywords.

2011 118 registered charities running

mobile giving campaigns with 368 active keywords.

Who are your mobile donors? Demographics by Age

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44%  

43%  49%  

46%  44%  

51%  49%  

42%  39%  

48%  

46%  

6%  

3%  10%  

9%  15%  

11%  7%  

3%  1%  

12%  

9%  

50%  

46%  59%  

55%  59%  

62%  56%  

45%  40%  

60%  

56%  0%   20%   40%   60%   80%   100%  

TOTAL  

Regular  cell    Smartphone  

   14-­‐17        18-­‐24        25-­‐34        35-­‐44        45-­‐54          55+          18-­‐34    

Cell  phone  

%  aware  of  but  have  not  text  donated   %  aware  and  have  text  donated        

N = 2,003

50% of survey respondents are aware of mobile giving; 6% of these have donated this way

60% of survey respondents aged 18-34 years are aware of mobile giving; 12% of these have donated this way

What prompted mobile donations?

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68%  

23%  

23%  

12%  

9%  

14%  

A  newscast  on  TV  or  radio    

Read  about  the  campaign  in  a  newspaper  or  magazine  

An  appeal  from  a  friend  through  social  media  

Was  at  a  live  event  (i.e.sporQng  event  or  concert)  

An  appeal  from  a  celebrity  

None  of  the  above  

Among the 6% of mobile phone users who have donated using text messaging, over two thirds (68%) were prompted by a newscast on TV or radio.

N = 98

Dona1on  Thresholds  How  much?  

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98%  

89%  

76%   75%  

47%  

36%   34%   32%  

18%  

0%  

20%  

40%  

60%  

80%  

100%  

$5  or  more   $10  or  more   $15  or  more   $20  or  more   $25  or  more   $30  or  more   $40  or  more   $50  or  more   Over  $60  

2%  wouldn’t  even  donate  $5  

If  a  $15  code  is  being  considered,  results  would  suggest  that  a  $20  code  be  used  instead  since  there  is  negligible  donor  erosion  between  the  two  price  points.  

On  average,  donors  would  donate  up  to  $23  

There  is  also  low  donor  erosion  between  $25  and  $50  so  the  higher  dollar  value  should  be  added  

N = 406

Donor Interest in Ongoing

Communication Follow-up Options

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59%  

52%  

48%  

28%  

25%  

16%  

Report  on  how  dona1ons  are  being  put  to  use  

Direc1ons/reminders  to  obtain  a  receipt  

Tally  of  funds  raised  

Regular  email  updates  from  the  charity  

Short,  text  message  reminders  about  new  calls  to  ac1on  

Op1on  to  subscribe  to  a  monthly  dona1on  plan  

%  Interested  (%  of  those  who  gave  a  5,6,  or  7  raQng  on  a  1  to  7  scale)   N = 406

Four in five (81%) actual and potential text-donors are

interested in at least one of these follow-up options.

Calls to Action

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For a copy of this presentation please visit www.mobilegiving.ca or

www.donssansfil.ca.

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Contact: support@mobilegiving.ca

@MGFCanada or @donssansfil

You can also find Mobile Giving Foundation Canada on Facebook!