Trailblazing Mobile Acquisition in Canada Graeme Binning , Managing Director at Fundraising Direct Karen Delorme , Manager, National Donor Experience & Telefundraising at Canadian Red Cross
Why Mobile? Directly Built-in Payment Universal Access Engaging New Audience Ability to Carrier billing Almost everyone communicate provides a in North and engage with frictionless America has a a completely payment mobile device new audience method @fd_innovation @redcrosscanada
Changes to regulations in Canada 2012 2014 2015-16 2017-18 Charity Agreement Pilot and Expansion lobbying by MGF to Test of access of the test pilot programs to rest of MGF project for with 3 market begins “contact major without charities explicit consent” @fd_innovation @redcrosscanada
What impact did these changes have? Annual Revenue from Text Message Donations $ Thousands $2 000 $631 $598 $520 $486 $455 $199 2010 2011 2012 2013 2014 2015 2016 @fd_innovation @redcrosscanada
How do we compare to other markets? Annual Revenue from Text Message Donations $160 [Y VALUE] Mil [Y VALUE] Mil [Y VALUE] Mil $140 $120 [Y VALUE] Mil $100 Millions [Y VALUE] Mil $80 $60 [Y VALUE] Mil $40 [Y VALUE] Mil $20 $2.5Mil $199k $486k $631k $455k $520k $598k $0 2010 2011 2012 2013 2014 2015 2016 @fd_innovation @redcrosscanada
How can mobile be used to reach new supporters? @fd_innovation @redcrosscanada
HOW DO I RUN A SUCCESSFUL MOBILE CAMPAIGN?
Mobile Response Best Practise Channels that work… Creative that works… • Must have dwell time • Is clean and simple • Have high traffic • Follows the “Issue + Solution = Ask” approach • Target a conducive audience for both the text • Appeals to emotions and is appeal and monthly disruptive enough to conversion prompt action • Are measurable and have • Is readable with a clear the capacity for simple ask that tells people optimisation what to do @fd_innovation @redcrosscanada
Text to Donate @fd_innovation @redcrosscanada
Text Value Exchange Creative: @fd_innovation @redcrosscanada
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 @fd_innovation @redcrosscanada
Other Considerations • High dwell time LOCATION, LOCATION, LOCATION • Digital targeting through social media • Corporate sponsorship COST EFFECTIVE ADS • Shared costs with marketing/comms • Conversion to monthly as end goal FLOW TO ASK • Logical conversation flow to ask • Maximise audience reach SCALABLE • Avoid seasonality
Mobile Giving at the Canadian Red Cross
FORT MCMURRAY May 4 th 2016 CRC Mobile Appeal
Before the Appeal… 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 @fd_innovation @redcrosscanada
Alberta Fires Appeal 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. @fd_innovation @redcrosscanada
Corporate & Partner coverage Media – Bell, Rogers, Koodo (radio & TV) Sports teams (Raptors & Blue Jays) Tim Hortons locations across Canada CRC vendors & partners @fd_innovation @redcrosscanada
Mobile Giving goes viral @fd_innovation @redcrosscanada
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 on 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 @fd_innovation @redcrosscanada
Emergency Guide Lead Generation @fd_innovation @redcrosscanada
Text to Donate – Africa Appeal @fd_innovation @redcrosscanada
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…. …only a small …55% of these overlap with existing donors are between supporters <5% 25 – 55 years New Younger Market Monthly More Donors Affluent …30 -60% already …60% of them make monthly gifts have income to other charities $50,000+ @fd_innovation @redcrosscanada
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
Example of SMS stewardship approach Thank-you Information Update Anniversary SMS Ask SMS SMS SMS SMS Month 13 Month 0-1 Month 6 Month 9 Month 12 @fd_innovation @redcrosscanada
Examples of SMS Solicitation
Key Takeaways 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 Build mobile giving into your overall communication and fundraising programs 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
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