1. @helenjpatttinson
Mobile Fundraising, Helen Pattinson

3. Percentage of
people in the UK
with a phone?

4. Basically absolutely
everyone!

5. Total 96%
M ale 95%
Female 97%
Everyone...
AB 95%
C1 96%
C2 97%
DE 97%
16-24 95%
25-34 97%
35-44 96%
45-54 96%
55-64 96%
65+ 96%

7. The journey
2010 2011 2012

8. How are we using
mobile?

10. How are we using it?
Social DRTV Press Outdoor Street Cinema
SMS (prospecting)
Testing and learning
PSMS (prospecting)
Direct Debit Mobile regular giving
conversion conversion
Ongoing
journeys

11. How are we using it?
Social DRTV Press Outdoor Street Cinema
SMS (prospecting)
Testing and learning
PSMS (prospecting)
Direct Debit Mobile regular giving
conversion conversion
Ongoing
journeys

12. How are we using it?
Social DRTV Press Outdoor Street Cinema
SMS (prospecting)
Testing and learning
PSMS (prospecting)
Direct Debit Mobile regular giving
conversion conversion
Ongoing
journeys

13. How are we using it?
Social DRTV Press Outdoor Street Cinema
SMS (prospecting)
Testing and learning
PSMS (prospecting)
Direct Debit Mobile regular giving
conversion conversion
Ongoing
journeys

14. How are we using it?
Social DRTV Press Outdoor Street Cinema
SMS (prospecting)
Testing and learning
PSMS (prospecting)
Direct Debit Mobile regular giving
conversion conversion
Ongoing
journeys

15. How are we using it?
Social DRTV Press Outdoor Street Cinema
SMS (prospecting)
Testing and learning
PSMS (prospecting)
Direct Debit Mobile regular giving
conversion conversion
Ongoing
journeys

16. And has mobile
fundraising worked?

17. 2010: Pakistan floods

18. Pakistan DRTV
Almost 40,000 Initial ROI of
new SMS donors 0.86
Pledge conversion rate 12%
Pledge average gift £70
Year one ROI 1.38
Predicted year five ROI 4.87

19. How they converted
12.50%
12.00%
11.50%
Conversion rate
11.00%
10.50%
10.00%
9.50%
9.00%
Pakistan SMS Pakistan other

20. 2011: expanding media
19.31%
conversion
rate
CPA of £1xx

22. Soccer Aid: 2010
# new text donors 182,871
# multiple givers (approx) 10,000
Total income £914,355
40,000
35,000 James Nesbitt video
30,000
25,000
20,000
15,000
10,000
5,000
-
0
5
0
5
0
5
0
5
0
5
0
5
0
5
0
5
0
5
0
5
:0
:1
:3
:4
:0
:1
:3
:4
:0
:1
:3
:4
:0
:1
:3
:4
:0
:1
:3
:4
18
18
18
18
19
19
19
19
20
20
20
20
21
21
21
21
22
22
22
22

23. Soccer Aid: Appeal Films

24. Soccer Aid: results
277, 378
contactable
names
Over £1.5m
from
mobile

25. Monthly pledge: donor journeys

26. Comparing active rates: @ 10 months
90%
80%
70%
Active/ survial rate
60%
50%
40%
30%
20%
10%
0%
Connected TM Cold TM Door to door Connected Street Street

27. Context: pledge recruitment
Cold M ail Reciprocals Inserts Door Drop
DRTV Database Names (other) Database Names (TM ) Database Names (DM )
Reactivation Cold TM Street Door
Press (SM S) prospecting Street (SM S) prospecting Connected Affiliates
Display Google content Search Control Payroll
Emergency conversion
2012 bud.
2011
2010
2009
2008
2007
2006
0 10,000 20,000 30,000 40,000 50,000 60,000 70,000

28. SMS monthly giving is important!
Inserts / doordrops
DRTV
DB names
Reactivation TM
Cold TM
Face to face
Door to Door
Other
Digital
M obile pledge

29. So everything has
worked?

30. Not quite!

33. Cost per prospect
£0
£50
£100
£150
£200
£250
£300
£350
Ra
di
o
W
ha
t' s
on
TV
Christmas:
G
ua
di
an
Br
oa
ds
he
et
s
M
em
os
t ick
W
as
hr
o om
Tr s
ai
n
Ca
rd
Pa
ne
ls
Ra
di
o
Ti
m
es
Tu
be
pa
ne
ls

34. Traditional media

35. And everything is
mobile?

36. Not quite!

38. The future

39. The future
etc . . . etc . . . etc . . . etc . . .

40. Us too!

41. A bit worried . . .

42. Christmas Syria Campaign

43. Christmas Syria Campaign - tube

44. Cost per prospect
£0
£50
£100
£150
£200
£250
£300
£350
Ra
di
o
W
ha
t' s
on
TV
G
ua
di
an
Br
oa
ds
he
Christmas 2011:
et
s
M
em
os
t ick
W
as
hr
o om
Tr s
ai
n
Ca
rd
Pa
ne
ls
Ra
di
o
Ti
m
es
Tu
be
pa
ne
ls

45. Cost per prospect
£0
£50
£100
£150
£200
£250
£300
£350
Ra
di
W o
ha
t 's
on
TV
G
ua
di
an
Br
o ad
s he
e ts
M
em
os
t ic
k
W
as
h ro
Tr om
ai
n s
C
ar
d
Pa
ne
ls
Ra
di
o
Ti
m
es
Tu
be
pa
Christmas – 2012 learnings:
20 ne
12 ls
W
20 as
12 h ro
Tr om
ai
n s
C
ar
d
Pa
20 ne
12 ls
Tu
b e
pa
ne
ls

46. Christmas: 2011 vs 2012
£70
£60 2011 2012
£50
Cost per prospect
£40
£30
£20
£10
£0
Washrooms Tube panels Train Card Panels

47. And to finish . . .

48. Do get in touch!

49. Do get in touch!

52. Any questions?

53. @helenjpatttinson
helenp@unicef.org.uk
Do get in touch!