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Launching Blackbaud Mobile

PRESENTED BY ROBERT MCALLEN

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WHAT IS IT?

TO ENABLE CHARITIES TO MAXIMISE THE POTENTIAL OF MOBILE FUNDRAISING AND DONOR INTERACTION VIA MOBILE TECHNOLOGIES AND SOCIAL MEDIA .

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WHAT IS IT?

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• The phone is the first truly personal medium• The first mass penetration mechanism • Tomorrows technology today• The phone is always carried • The phone is the first always on mass medium • Only mobile provides a built in payment channel• Mobile makes traditional media interactive

WHY MOBILE?

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WHY NOW?

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MOBILE DEVICES

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REMEMBER ONLINE?

• 1997: A few of US charities tried online giving with No Resultsk

• Skeptics: "It will never compare to traditional fundraising

• 1998: US online donors gave a mere $300K

• Americans: Gain more confidence in online transactions

• 1999: US online donors give over $10 million• Skeptics: Search for other technological advances to doubt• 2007: US online donors gave $10.44 Billion

• 2008: US Online Giving estimated at $15.42 Billion -Blackbaud

2001

2003

2005

2007

0.51.1

1.92.62

4.536.87

10.44 Bil-lion!

Dollars Rasied Online in Billions

Source: Harvard University Initiative on Social Enterprise and tedhart.com

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Raised £15.1min text donations

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DEC EAST AFRICA APPEAL

RAISED £1,500,000

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WHO CAN GIVE?

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HOW MUCH?

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HOW DOES THIS WORK?

SHORT CODE : 70003

KEYWORD : ORANG1

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WHY NOT? (HISTORICAL)

• Barrier 1 – Charging of VAT on donations

• Barrier 2 – High operator charges on text donations

• Barrier 3 – Lack of Knowledge in the sector of how to use the service.

• Barrier 4 - Administrative and logistical burden of gift aid on text messages

• Barrier 5 – The attitude of charities and non-profits

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BARRIERS REMOVED

BARRIER SOLUTION STATUS

VAT 70XXX SHORT CODE RANGE

SOLVED

MOBILE CHARGES NETWORKS REDUCE CHARGES TO 0%

SOLVED

LACK OF KNOWLEDGE instaGiv/Blackbaud SOLVED

GIFT AID RECOVERY Wap Link SOLVED

CHARITY ATTITUDE CHARITY ENGAGEMENT & PROMOTION

ONGOING

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WHY SOCIAL?

How many more will convert via simple, instant donations?

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WHY VIDEO?

How many more will convert via simple, instant donations?

Video is the most compelling online catalyst to inspire people to act.

Retail site visitors who view video stay 2 minutes longer and are 64% more likely to convert than other site visitors Conscore Aug 2010

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CHARITY AND MOBILE1) Charity revenues dropping

2) Aging donor profile – access to new supporters

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DECLINE IN TRADITIONAL MEDIA

TRADITIONAL MARKETING

Direct mail

Advertising

Cold call

Email

Trade shows

TRADITIONAL MARKETING IS DECLINING

• Decreasing readership

• Diminishing returns

• High up front costs

• Decreasing email open rates

• Limited analytics

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DIGITAL MEDIA IS EXPLODING

NEW MARKETING DIGITAL MARKETING IS EXPLODING

• Mobile fundraising

• SMS marketing

• Video marketing

• QR codes

• Mobile optimised

• Social Media

• Blogs

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BUILDING AN INTEGRATED APPEAL

Web page

Mobile optimised

Mobilefundraising

You tube video

QR codes

Facebook page

Social media

Blogs Analytics

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ONE APP TO BIND THEM ALL?

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CREATE

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Stage 1. Create.

CREATE

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CREATE

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CREATE

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CREATE

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PROMOTE

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PROMOTE

Banners

QR Codes

Short URL

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PROMOTE

Landing Page

Mobile App

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PROMOTE

Facebook Tab

Facebook App

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PROMOTE

Real time TotoMeters

Widgets

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Text Blackbaud to 88080

TRY YOURSELF

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LEARN

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LEARN

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INTEGRATE

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INTEGRATE

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• Regular Giving• Video• Social Media• Integrated• Events• Peer to peer events• Data• Targeted• Real time Totometer for events• Polls• Surveys• Quizzes• Free inbound text collections• Unlimited Sub Keywords

SO WHAT SET’S IT APART?

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QUESTIONS?