Graeme Binning , Managing Director at Fundraising Direct Karen - - PowerPoint PPT Presentation

Trailblazing Mobile Acquisition in Canada

Graeme Binning, Managing Director at Fundraising Direct Karen Delorme, Manager, National Donor Experience & Telefundraising at Canadian Red Cross

@fd_innovation @redcrosscanada

Built-in Payment Carrier billing provides a frictionless payment method Universal Access Almost everyone in North America has a mobile device Directly Engaging New Audience Ability to communicate and engage with a completely new audience

Why Mobile?

@fd_innovation @redcrosscanada

2012 2014 2015-16 2017-18 Charity lobbying

• f the

MGF begins Agreement by MGF to test pilot project for “contact without explicit consent” Pilot and Test programs with 3 major charities Expansion

• f access

to rest of market

Changes to regulations in Canada

@fd_innovation @redcrosscanada

What impact did these changes have?

$598 2011 2012 2010 $631 $486 2013 $2 000 2016 2014 $199 $455 $520 2015

Annual Revenue from Text Message Donations $ Thousands

@fd_innovation @redcrosscanada

$598k $631k $199k $455k $520k $486k $2.5Mil [Y VALUE] Mil [Y VALUE] Mil [Y VALUE] Mil [Y VALUE] Mil [Y VALUE] Mil [Y VALUE] Mil [Y VALUE] Mil $0 $20 $40 $60 $80 $100 $120 $140 $160 2010 2011 2012 2013 2014 2015 2016 Millions

How do we compare to other markets?

Annual Revenue from Text Message Donations

@fd_innovation @redcrosscanada

How can mobile be used to reach new supporters?

HOW DO I RUN A SUCCESSFUL MOBILE CAMPAIGN?

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Channels that work…

• Must have dwell time
• Have high traffic
• Target a conducive

audience for both the text appeal and monthly conversion

• Are measurable and have

the capacity for

• ptimisation

Creative that works…

• Is clean and simple
• Follows the “Issue +

Solution = Ask” approach

• Appeals to emotions and is

disruptive enough to prompt action

• Is readable with a clear

simple ask that tells people what to do

Mobile Response Best Practise

@fd_innovation @redcrosscanada

Text to Donate

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Creative:

Text Value Exchange

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Text To Support

@fd_innovation @redcrosscanada

Canada example – Text to Donate

Donate Now

@fd_innovation @redcrosscanada

Canada example – Text Value Exchange

@fd_innovation @redcrosscanada

Canada example – Text to Support

• High dwell time
• Digital targeting through social media

LOCATION, LOCATION, LOCATION

• Corporate sponsorship
• Shared costs with marketing/comms

COST EFFECTIVE ADS

• Conversion to monthly as end goal
• Logical conversation flow to ask

FLOW TO ASK

• Maximise audience reach
• Avoid seasonality

SCALABLE

Other Considerations

Mobile Giving at the Canadian Red Cross

FORT MCMURRAY May 4th 2016 CRC Mobile Appeal

@fd_innovation @redcrosscanada

• In the years and months leading up to May 2016 we received an

average of 2,500 text donations per month

• The majority of these texts were unsolicited and came from our

general keywords REDCROSS or ROUGE

• We did not actively promote any text campaigns
• The only monthly donations we received via text were through the
• MGFC. This meant that donors had to actively confirm their donation

every single month via text

• We had no idea who these donors were or what was motivating them

to give

Before the Appeal…

@fd_innovation @redcrosscanada

• Over 220,000 text donations received in less than one month
• $1.6 million raised through text donations
• Our general keywords REDCROSS & ROUGE went viral online. We

created appeal keywords but they never reached the volumes that we received from REDCROSS

• The MGFC’s systems were overwhelmed and at our peak it was taking

up to 2 hours for donors to receive their confirmation text therefore we were unable to process all of the attempts to text in donations.

Alberta Fires Appeal

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Corporate & Partner coverage

Media – Bell, Rogers, Koodo (radio & TV) Sports teams (Raptors & Blue Jays) Tim Hortons locations across Canada CRC vendors & partners

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Mobile Giving goes viral

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A Different Kind of Text Lead Generation

• We wanted to engage this younger text audience we had found

through emergency appeals in another way

• Over 90% of our text donors are not already in our database and we

wanted to make sure we were reaching them even when we were not

• n appeal
• Our marketing hub’s creative team created a First Aid guide that we

predicted would appeal to our new audience

• We determined through research in Canada and through precedent in

Europe that our best opportunity to reach this audience was to run advertising on public transportation offering this free guide to generate leads

@fd_innovation @redcrosscanada

First Aid Guide Lead Generation

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Emergency Guide Lead Generation

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Text to Donate –Africa Appeal

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The Progress of CRC’s Mobile Channel

MGFC 2015 2016 OTG Total $58,860 $1,685,035 Monthly Donation Total $19,485 $79,685 Completed Transactions 10,914 259,564 Appeals (2015-present) # of Donations Revenue REDCROSS/ROUGE 190,890 $1,177,095 FIRES/FEUX 77,021 $770,210 Spring Floods 13,828 $136,660 BC Fires 13,570 $134,860

@fd_innovation @redcrosscanada

What’s so special about text responders….

…60% of them have income $50,000+ …30-60% already make monthly gifts to other charities …55% of these donors are between 25 – 55 years …only a small

• verlap with existing

supporters <5%

New Market Younger More Affluent Monthly Donors

Integrating Mobile giving with your annual program

• Solicitation by SMS (emergencies/specific appeals)
• Stewardship & engagement
• Lead generation with conversion by telephone
• Supporter surveying
• Retention & reactivation programs

@fd_innovation @redcrosscanada

Example of SMS stewardship approach

Thank-you SMS Month 0-1 Information SMS Month 6 Update SMS Month 9 Anniversary SMS Month 12 SMS Ask Month 13

Examples of SMS Solicitation

Mobile plans and strategies should always focus on the end goal of acquiring new monthly givers Follow proven mobile insights and learning to drive success It’s a new channel, so keep testing and find the best solution for you. The relationship with these new supporters doesn’t end with their initial text. Build a stewardship program into your plans Build mobile giving into your overall communication and fundraising programs

Key Takeaways