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Launching Blackbaud Mobile
PRESENTED BY ROBERT MCALLEN
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WHAT IS IT?
TO ENABLE CHARITIES TO MAXIMISE THE POTENTIAL OF MOBILE FUNDRAISING AND DONOR INTERACTION VIA MOBILE TECHNOLOGIES AND SOCIAL MEDIA .
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WHAT IS IT?
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• The phone is the first truly personal medium• The first mass penetration mechanism • Tomorrows technology today• The phone is always carried • The phone is the first always on mass medium • Only mobile provides a built in payment channel• Mobile makes traditional media interactive
WHY MOBILE?
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WHY NOW?
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MOBILE DEVICES
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REMEMBER ONLINE?
• 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
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
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Raised £15.1min text donations
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DEC EAST AFRICA APPEAL
RAISED £1,500,000
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WHO CAN GIVE?
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HOW MUCH?
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HOW DOES THIS WORK?
SHORT CODE : 70003
KEYWORD : ORANG1
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WHY NOT? (HISTORICAL)
• Barrier 1 – Charging of VAT on donations
• Barrier 2 – High operator charges on text donations
• Barrier 3 – Lack of Knowledge in the sector of how to use the service.
• Barrier 4 - Administrative and logistical burden of gift aid on text messages
• Barrier 5 – The attitude of charities and non-profits
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BARRIERS REMOVED
BARRIER SOLUTION STATUS
VAT 70XXX SHORT CODE RANGE
SOLVED
MOBILE CHARGES NETWORKS REDUCE CHARGES TO 0%
SOLVED
LACK OF KNOWLEDGE instaGiv/Blackbaud SOLVED
GIFT AID RECOVERY Wap Link SOLVED
CHARITY ATTITUDE CHARITY ENGAGEMENT & PROMOTION
ONGOING
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WHY SOCIAL?
How many more will convert via simple, instant donations?
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WHY VIDEO?
How many more will convert via simple, instant donations?
Video is the most compelling online catalyst to inspire people to act.
Retail site visitors who view video stay 2 minutes longer and are 64% more likely to convert than other site visitors Conscore Aug 2010
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CHARITY AND MOBILE1) Charity revenues dropping
2) Aging donor profile – access to new supporters
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DECLINE IN TRADITIONAL MEDIA
TRADITIONAL MARKETING
Direct mail
Advertising
Cold call
Trade shows
TRADITIONAL MARKETING IS DECLINING
• Decreasing readership
• Diminishing returns
• High up front costs
• Decreasing email open rates
• Limited analytics
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DIGITAL MEDIA IS EXPLODING
NEW MARKETING DIGITAL MARKETING IS EXPLODING
• Mobile fundraising
• SMS marketing
• Video marketing
• QR codes
• Mobile optimised
• Social Media
• Blogs
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BUILDING AN INTEGRATED APPEAL
Web page
Mobile optimised
Mobilefundraising
You tube video
QR codes
Facebook page
Social media
Blogs Analytics
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ONE APP TO BIND THEM ALL?
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CREATE
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Stage 1. Create.
CREATE
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CREATE
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CREATE
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CREATE
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PROMOTE
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PROMOTE
Banners
QR Codes
Short URL
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PROMOTE
Landing Page
Mobile App
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PROMOTE
Facebook Tab
Facebook App
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PROMOTE
Real time TotoMeters
Widgets
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Text Blackbaud to 88080
TRY YOURSELF
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LEARN
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LEARN
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INTEGRATE
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INTEGRATE
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• Regular Giving• Video• Social Media• Integrated• Events• Peer to peer events• Data• Targeted• Real time Totometer for events• Polls• Surveys• Quizzes• Free inbound text collections• Unlimited Sub Keywords
SO WHAT SET’S IT APART?
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QUESTIONS?
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