How you unlock the power of mobile with only a small budget?

@CraigPhilbrick, Communications Associate.

Yes!

What do we mean by mobile?

SMS, email, social network, instant networks, search engine, video, apps and much more -

it’s a brilliant engagement tool.

Mobile isn’t just for texting...

Half of adults (62%) now own a smartphone device - Thats twice the number of two years ago (30%).

23% would rather give up their TV than their smartphone

Ofcom’s Communications Market Report 2013

Girl Gets Stuck In Drain After Dropping Phone

Apps, mobile sites and mobile donations – where do you start? Is it even worth the time,

effort and investment?

You start with the ‘Why’.

–Why are your users using mobile?

–What are they expecting to get?

–What tasks will they need to

complete on mobile?

–Why will they want to come back to your service?

User questions

–Why are your users using mobile? - Superbadger

–What are they expecting to get? Easy way to change the world

–What tasks will they need to

complete on mobile? Act + give

–Why will they want to come back to your service? Push notifications - ease of use.

Is it possible to launch an app on a limited budget, or is it just a

pipedream? And what returns am I likely to get?

Nudge

1. Make people in poverty visible.2. We stop doing clicktivism and move towards

deeper engagement with our supporters.3. New technologies for fundraising.4. Creates a good end-to-end giving, pray and

campaign experience for web and all devices.5. Data-driven digital marketing.

Our aims

USERS

1208 782

2462518

ACTIONS TO DATE

159 968*

49303803

ACQUISITION OF CAMPAIGNERS

3%20.6%

1. Have a marketing strategy2. Test, test and test again - see what works3. Build ownership for your idea4. Simple wins but it is hard to do all the

time

What we learnt

Current trends in mobile donations and looking to future developments in

mobile marketing.

1 Growth of mobile giving and transactions.

2010 2013

4% 46%

MADE A PURCHASE

39%

2 Add value, innovate and take a risk.

3 Smartphone users are multitasking.

MULTITASKING

80%

WATCHING TV

55%

RESEARCHING PRODUCTS OR SERVICE

95%

How do you get buy-in and budgetary sign off?

1. Develop a vision as to where mobile can take your organisation.

2. Concentrate on that which will deliver meaningful conversions.

3. Avoid doing things just because others are.4. Try to relate back to organisational objectives.

Any questions?