Fundraising with Mobile Technology
About Give by Cell
• Division of Guide by Cell
• Largest provider under the Mobile Giving Foundation
Mobile Trends
•90% of Americans own a cell phone
•40% of the top 1,000 sites have a mobile website
• Mobile strategy – mobile giving is just one piece
3 Components of a Mobile Strategy
1. Marketing (texting + mobile web)
2. Education/Awareness (Audio + mobile web)
3. Fundraising (Mobile Giving)
Mobile Marketing
Education & Awareness
Education Using Mobile Web
Mobile Fundraising
• Apps• QR• Near Field Comm.• Text2Pledge• Text2Give
Mobile Fundraising-
Apps
Mobile Fundraising Apps
• Many choices coming out
• PayPal app – one of first
Mobile Fundraising
• QR Codes
Mobile Fundraising
NFC (Near Field Communication)
Mobile Giving – Text2Pledge
• NO $ limit• NO requirements • Donor texts name and pledge • Processed thru credit card
Try it!
Text Demo, Pledge, Your Pledge Amount and your name to
56512
ExampleDemo Pledge 50 Mary
Text2Screen
Text2Screen
Mobile Giving – Text2Give
Try it!
Text Demo Donate to 56512
Text2Give
• Began 2007 • Regulated by Mobile Giving Foundation• All U.S. phone companies• Donor texts KEYWORD to a SHORTCODE
– “Heart” to 20222
• Donor pays through cell phone bill• Charity must meet eligibility requirements
Mobile Giving Trends
• 40% of donors interact with charity for first time through mobile giving
• 79% of donors still give through traditional means• 60% of donors are in the 16-44 age range• 6 million people donated in 2010• Over 1,000 charities currently use mobile giving • Typical amounts raised from $50 - $5,000
– Exceptions – Red Cross, MDA Telethon, Imus Radio
• In the future: higher price points
Three reasons to try Text2Give
1.New donors
2.Raise more $
3.Part of mobile strategy
Mobile Giving vs. Traditional Fundraising
Mobile giving...
...will not replace traditional giving –it’s just a new method
...is growing in acceptance as a medium
...is more environmentally friendly
Getting started – For Charities
• Give by Cell agreement• Mobile Giving Foundation documents• 2-4 weeks for approval by carriers
Getting started – For Charities
Choose keyword(s)
Choose $5 or $10 amount
No tech knowledge needed
Getting started – For Charities
Eligibility Requirements
• 501(c)(3) • Min. $500K annual revenue• At least 1 year
Donation Amounts
• $5 or $10 donations• Up to $30/month per donor
Text2Give: How it works
Step 1:• Your donor
sees or hears call-to-action with keyword and shortcode
Text2Give: How it works
Step 2: • Donor texts the
keyword to the short code
Text2Give: How it works
Step 3: • Donor receives a text
asking them to confirm their donation
Text2Give: How it works
Step 4: • Donor texts back “YES”
Text2Give: How it works
Step 5: • Donor receives a
thank you text
Text2Give: How it works
Step 6: • Donation is billed to
donor's cell phone bill.
Payment Flow
Step 1:
Donor pays cell phone bill.
Step 2:
Mobile carriers remit 100% of
donation to the Mobile Giving
Foundation.
Step 3:
The Mobile Giving Foundation remits
100% to Charity.
Step 4
Give by Cell invoices for admin fees.
Reporting
• Cell phone number• Time and date of donation• Carrier used• Content of text messages• 24/7 access to full reports• Optional: donor name and email address
Donor Name & Email Collection
Donor Name & Email Collection
• View names/email addresses • in web-based report
Secondary Keywords
• SUPPORT Florida• DONATE Sarah
Adoption Barriers
Adoption Barriers
• Upfront fee• 2-4 week set-up time• Still growing in acceptance• Marketing ineffective• International audience• Eligibility requirements
Success Stories
Success Stories
• 826 National - $3,250
• Lehigh University and Lafayette College - $6,000
• Cooperative for Education – $8,000
• Imus Ranch - $12,000
• Muscular Dystrophy Association -- $60,000
Mobile Giving can
work
...but only if you get the word out.
• Marketing is EVERYTHING!
Marketing Best Practices
• Use at live events• Make a personal connection• Have a clear cause • Promote anywhere and everywhere!
Sample call-to-action for a live event
• Thank you all for listening! Now before I go, I’d like to show you an exciting way you can help our charity.
• I'd like you all to get out your cell phones and switch them...ON. That's right, turn them on, hold them up and show them to me!
• Ready? Now, text GIVE TO 20222
Make your cause clear
Promotional Card Hand-outs
On your website
Social Media - Facebook
Video promotion – Auburn University
Video promotion – Pathways to Housing
Metropolitan Ministries
Boston Ballet
Outdoor Marketing – Services for the Underserved
DesertAids Project
Vehicle Wrap – Masbia Soup Kitchens
Saving Promise
St. John Fisher College
Field Museum in Chicago
How Much Does it Cost?
Introductory Package • 6 month trial• $79/month base fee• $0.48/donation
• $500 in setup fees to Mobile Giving Foundation
Mobile Giving: By the Numbers
12-month campaign• upfront fee to MGF = $500• first 6 months @ $79 = $474• next 6 months @ $99 = $594
• Total (before per donation charge) = $1,568
• Break even point (at $10 donation level): 165 donations/year* or 14 donations/month
*(includes per donation fee)
Corporate Sponsorship
The next phase of mobile giving
• Autocollect contact information• Subscription donations• Social media integration• Any $ amount• More flexibility on wording• Faster payment