The potential of mobile phones for charities

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Sending out an SMS: the potential of mobile phones for charities and no-profits

Insights event 30th June 2011

Gemma Tracey

Tel: 020 7426 8888

Email: [email protected]

Web: www.nfpsynergy.net

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Part 1 Part 2 Part 3

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“Hooray! We can earn loads by SMS!”

“Sign us up for one of those shortcode things!”

“It’s way too expensive!”

“This only works after a disaster”

“Michelle Obama isn’t going to front our campaign!”

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The public and their phones

Text messages and SMS

donations

Is the charity sector

embracing the mobile?

Barriers and opportunities

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donations




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Base: 1,004 adults, 16+, Britain.Source: Charity Awareness Monitor, Mar 11, nfpSynergy

95%

97%

95%

96%

97%

97%

96%

95% 97%

96%

96%

96%

96%

Tot

al

Mal

e

Fem

ale

AB C1

C2

DE

16-2

4

25-3

4

35-4

4

45-5

4

55-6

4

65+

“Do you own a mobile phone?” Yes

Mobile phone ownership

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0%

20%

40%

60%

80%

100%

To

tal

Ma

le

Fe

ma

le

16

-24

25

-34

35

-44

45

-54

55

-64

65

+

AB

C1

C2

DE

Strongly agree Agree

Source: nVision ResearchBase: 1,000 online respondents aged 16+, GB, 2010

“I never turn my mobile phone off”

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Base: All mobile phone owners (965) among 1,000 adults 16+, Britain.Source: Charity Awareness Monitor, Mar 11, nfpSynergy

27%

33%

40%

77%

35%

39%

39%

44%

76%

39%

96%

99%

Recieve and send emails

Use applications

Listen to music

Access the internet

Take photos

Send and recieve text messages

Make and receive calls

Mar-11Jul-10

Do you use your mobile phone to do any of the following?

How people use their mobile phones

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Base: 2013 UK adults 18+Source: KPMG, Media & Entertainment Barometer 2011

25%

25%

50%

53%

61%

74%

84%

97%

74%

32%

58%

Listening to radio

Watching TV/video clios

Reading documents

Playing/downloading free games

Listening to music

Instant messaging

Social media

Reading emails

Surfing the internet

Taking photos

Text messages

How people use their smartphones

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“I call this historically new form of communication mass self-communication. It is mass communication because it can potentially reach a global audience, as in the posting of a video on YouTube, a blog with RSS links to a number of web sources, or a message to a massive e-mail list. At the same time, it is self-communication because the production of the message is self-generated…and the retrieval of specific messages or content from the World Wide Web and electronic communication networks is self-selected.”

Manuel Castells, Communication power (New York, Oxford University Press)

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donations




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7

6

9

18

10

6 6

32

Tota

l

Mal

e

Fem

ale

16-2

4

25-3

4

35-4

4

45-5

4

55-6

4

65+

2008 2010 2011

Base: Mobile phone owners who send text messages (926) among 1,000 adults 16+, Britain.Source: Charity Awareness Monitor, Mar 11, nfpSynergy

Average number of text messages sent by various demographic groups daily

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63%

1%

1%

1%

3%

3%

6%

8%

10%

15%

15%

None of the above

A/o answers

Survey

Work related

To update Twitter

To sign up to news or information

To get information from a company

To vote in TV shows

To update a social networking site

To make a donation to a charity

To enter a competition

Mar-11 Jul 10 Sept 08

Base: Mobile phone owners who send text messages (821) among 1,000 adults 16+, Britain.Source: Charity Awareness Monitor, Mar 11, nfpSynergy

Alternative uses for text messages

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15% 15% 14%16% 15%

17%

10%

19% 19%

15%

8%

11%13%

Total Male Female AB C1 C2 DE 16-24 25-34 35-44 45-54 55-64 65+

Base: Text givers (120) among 1,000 adults 16+, Britain.Source: Charity Awareness Monitor, Mar 11, nfpSynergy

Text message donors by demographic group

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6%

82%

8%

61%

31%

11%

Can't remember

No

YesMar-11

Jul-10

Base: All mobile phone owners/answering (926) among 1,000 adults 16+, Britain.Source: Charity Awareness Monitor, Mar 11, nfpSynergy

Do you recall being asked to donate money by text message (even if you didn’t make a donation)?

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19

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6%

27%

0%

27%

36%

27%

33%

2%

10%

19%

0%

9%

23%

82%

A/o answers

Can't remember

Another appeal (unspec)

Haiti earthquake appeal

A disaster appeal

Sport Relief

Children In Need

Comic Relief/ Red Nose Day

Mar-11

Jul-10

Base: All those who remember being asked to donate by SMS (286) among 1,000 adults 16+, Britain.Source: Charity Awareness Monitor, Mar 11, nfpSynergy

What cause were people asked to donate to by SMS?

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7%

51%

12%

15%

4%

62%

13%

11%

7%

3%

3%

55%

11%

10%

13%

8%

4%

12%

Don't know

Very unlikely

Quite unlikely

Neither likely nor unlikely

Quite likely

Very likely

Mar-11Jul-10Sep-08


Likelihood of donating to charity by SMS

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20%18%

22%

27%

18%20%

16%

35% 34%

19%16%

12%

7%

Tota

l

Mal

e

Fem

ale

AB C1 C2 DE

16-2

4

25-3

4

35-4

4

45-5

4

55-6

4

65+


Demographic segmentation of those likely to give by mobile phone

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2%

1%

1%

1%

6%

6%

10%

32%

37%

47%

A/o answers

Never have enough credit

Violation of privacy

Intrusive/ Would find it intrusive

I don't donate to charity

I don't understand how it works

No, there is nothing that would put me off donating inthis way

I would be concerned about security

I would be concerned about the charges taken bymobile phone operators

I would prefer to give in another way


Reasons not to donate by SMS

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donations




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Content slideHow charities use mobile phones and text messaging

4%

29%

19%

36%

42%

No answer

In none of these areas ofwork

In our campaigning work

In our communicationswork

In our fundraising work

Base: 100 respondentsSource: nfpSynergy, March 11

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Content slideHow charities use mobile phones and text messaging


Mobile phone activity % of charities who have tried this activity

1. Encouraging donations by text message 34%

2. Calling supporters on their mobiles 32%

3. As one of the response mechanisms in an integrated campaign 29%

4. Sending supporters a text message about key events 26%

5. To reach and engage with a younger generation of donors 24%

6. Encourage/ thank supporters participating in one of your events (e.g. marathon) 22%

7. For service delivery 20%

8. Thank supporters for a donation 18%

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Content slideCharities’ top mobile phone activities

Base: 100 respondentsSource: nfpSynergy, May 11

14%

-61%

-61%

-58%

-47%

13%

19%

10% 8%

4%

7%

11%

-80% -60% -40% -20% 0% 20% 40% 60% 80% 100%

For service delivery

Encourage/ thanksupporters participating inone of your events (e.g.

marathon)

Sending supporters a textmessage about key events

Calling supporters on theirmobiles

Not tried Tried with little success Don't know Tried with moderate success Tried with great success

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“When it comes to SMS donations, I think a lot depends on the trigger, on how and when you ask people to donate – just having a shortcode donation number is not enough. One great example is a lunchtime concert we did at Lords Cricket Ground. A group of young people, wearing our t-shirt with the SMS donation number, played a concert during the lunch break. We raised £600 within 15 minutes.”

Jo Johnson, Digital Media Manger, LSO

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“We have been looking at the entirety of our digital communications recently, and we have realised that while we are not using many digital tools, our members are very tech savvy. For example, just under 30% of the people who read our monthly e-newsletter open it with an iPhone. This made developing an app for the iPhone an obvious choice.”

Sally Horrox, Director of Communications, NCT

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“It’s been great for increasing internal enthusiasm for Twitter. It was easy to organise, great fun, and just like holding our own 2 hour radio show. Twitter is great for making people who are not at an event feel included and enthused.”

Stuart Witts, Social Media Manager, Marie Curie Cancer Care

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Content slideThe potential of mobile phones

Base: 100 respondentsSource: nfpSynergy, May 11

35%

33%

30%

36%

30%

38%

38% 20%

29%

31%

35%

32%

39%

33%

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

Fundraising through a mobile App (e.g. an iPhoneApp)

Encourage/ thank supporters participating in one ofyour events (e.g. marathon)

Sending supporters a text message about key events(e.g. Watch our director on TV news tonight)

As one of the response mechanisms in an integratedcampaign

Encouraging donations by text message

Thank supporters for a donation

To reach and engage with a younger generation ofdonors

Moderate potential Big potential

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donations




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Content slideBarriers to fundraising through text messages

High network charges

VAT on donations

Difficulty reclaiming Gift

Aid

Attitude & Culture

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6%

9%

10%

18%

23%

25%

26%

27%

32%

44%

10%

No good ideas about how to fundraise

Our donors don't use mobiles

Our culture/ management is not supportive

The technology is confusing

No good case studies about how to fundraise

The size of each donation is small

Our donors are unlikely to give in this way

Not really looked at this area

Gift aid is very hard to claim

Not sure what works

The continued high charges from some networks


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High network charges

VAT on donations

Difficulty reclaiming Gift

Aid

Attitude & Culture

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Content slideOvercoming those cultural barriers

1. A vibrant and diverse supplier base 2. Mobile and SMS champions within charities 3. It’s not just about text donations, it’s about mobiles in all their glory 4. Integrating communications across all media

1. A vibrant and diverse supplier

base

2. Mobile and SMS champions within

charities

3. It’s not just about text donations, it’s about

mobiles in all their glory

4. Integrating comms across all media

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Tips for you

Do your research – what tools are your community using?

Refreshing your website? Don’t forget the mobile web.

The mobile phone is very personal – ask for permission.

Got a captive audience in a specific time and place? They can be a great group to ask for SMS donations.

Increase confidence by using Twitter

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The potential of mobile phones for charities

Technology

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