Raising Awareness — and
Money! — with Mobile
June 10, 2009
A Special Thank You to:
Please Welcome
Michael Becker
VP Mobile Strategies
iLoop Mobile, Inc.
Jeannette Kocsis
VP Digital Strategy and Media
Harte-Hanks, Inc.
Moderator
Margaret Battistelli
Editor in Chief
FundRaising Success
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Raising Awareness – and
Money! – with Mobile
June 10, 2009
A Harte-Hanks Webinar
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© 2009 Harte-Hanks, Inc.
Objective
• Objective of today’s presentation:
– Learn about mobile giving through:
• Trends
• How to use mobile
• Get the rules and guidelines
• Learn how to manage data
– Mobile giving process
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Considering Mobile
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The U.S. – Mobile World We Live In
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Sources: US Census 2008 Estimate
Nielsen Mobile Media- December 2008; iLoop Mobile, Inc.
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•
Over 86% of US
population has at
least one mobile
device
•
More than half (52%)
of mobile subscribers
use text messaging
regularly
•
27% of mobile
subscribers use web
on their phone
regularly
Mobile by the Numbers
100%
USA DEMOGRAPHIC SKEWS
% of Mobile Users
>$75K Income (92%)
30-49 Years Old (87%)
18-29 Years Old (86%)
College Graduates (89%)
English-Speaking Hispanics (80%)
Caucasians (79%)
Suburban (81%)
Teens (79%) Men, Women (78%)
50-64 Years Old (77%)
Urban (75%)
African Americans(73%)
Rural (73%)
High School Graduates (73%)
<$30K Income (63%)
No High School Degree (59%)
50%
65+ Years Old (55%)
Tweens 8-12 (46%)
*Source: Pew Internet & American Life Survey, May 2008.
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The Many Paths of Mobile
*Source: iLoop Mobile.
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Trends in Mobile
Adoption is Growing
• Smart phone usage will continue to grow
– Application use will trend up, but still niche marketing side
• Land lines are being dropped
• Text messaging has surpassed voice messaging as the
primary communication device (by minutes/messages)
• Consumers are incentivized by coupons, contests and
most recently, ―giving‖ on the phone
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Why Use Mobile for Charities
• 76% of total US giving is by individual
contributions
Corporations
$12.00, 4.80%
Foundations
$28.80, 11.60%
• 24% of US individual donors give less than
$100
Bequests
$19.80, 8.00%
• Mobile channel appeals to younger
demographic that are heavy text users, and
quickly moving to older demographics
• Mobile giving expands the pool of donors by
allowing micro donations
• Mobile giving empowers the consumer and
enables impulse giving
Individuals
$187.92,
75.60%
Source: Giving USA Foundation, 2005
Annual Report on Philanthropy
Mobile Giving Foundation 5/09
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- 11 -
Mobile Labs Webinar Series
Trends in Mobile Giving
• Over $500,000 in donations through mobile in 2008
– Exceeded the estimated $300,000 donated through the Internet in
1997 (the first year for Internet giving)
– Ten years later, 2007 estimated Internet giving was $10.44 Billion
• Organizations are making it possible for the charity to
receive 100% of the donation
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Example:
Keep a Child Alive
• Alicia Keys promoted a mobile call-toaction on American Idol during May,
2009
– “Give $5 - Text ALIVE to 90999”
– Raised $450,000 from 90,000 donors
• Keep a Child Alive has raised more than
$500,000 to date through mobile giving
Source: http://www.youtube.com/watch?v=q5B3ixRaua8
Disclosure: Harte-Hanks and iLoop did not participate in this campaign.
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Defining Mobile Marketing
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Putting “Mobile” into Marketing
• The two forms of mobile marketing:
– Direct Mobile Marketing (push marketing)
• Marketer initiated
• Requires consumer opt-in, consent
– Indirect mobile marketing (pull marketing)
• Mobile enhancement of traditional
media & retail (Print, TV, Radio, Outdoor
Media, Direct Mail, Email, Point-of-Sale,
Internet, Mobile Internet, etc.)
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“Mobile Marketing is
the set of activities, institutions
and processes that support
marketers in their pursuit to
communicate, deliver, and
exchange offerings that have
value for customers, clients,
partners, and society at large
by way of the mobile
channel.”*
*Source: iLoop Mobile; Web Marketing All-in-One for Dummies, by Michael Becker.
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Mobile Applicable to Every Stage
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Integration of Mobile
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Objectives and Tactics
• Mobile marketing objectives
– Acquire new customers
– Increase and reward customer loyalty
– Generate brand awareness and affinity
– Monetize content
– Provide convenient, interactive, customer service
– Drive and engage attendance to live events and retail
– Promote products and services, often through
couponing, sweepstakes, rebate and promotions
– Create viral customer-to-customer brand
reinforcement
– Facilitate cause related marketing and charity
donations
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Example:
ASPCA
• Combining alerts (tips) and donations,
the ASCPA provides pet owners with a
mobile sign-up to get pet tips
– Segmented by Dogs and Cats
• Text CAT or DOG to 27722
• On each tip received through text, there
is a reminder to donate $5.00
• The ASCPA has opted in 5% of their
subscriber base, 86% of which completed
the donation being requested in the tip
Disclosure: Harte-Hanks and iLoop did not participate in this campaign.
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Mobile Giving
Steps to Take
• Qualification
– Submit NPO to Mobile Giving Foundation through HarteHanks/iLoop
• Approximately two weeks
• Setup
– Setup campaign and get approved (HH & iLoop)
• Approximately two to three weeks
• Start Marketing!
– Get the word out and start receiving donations
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Best Practices & Campaign Tactics
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Best Practices:
Campaigns and Content
• Relevancy
– Meaningful to the consumer
• Be ―In the Moment‖
– Consider the channel capabilities
• Consider how much is too much
– User preferences
• Plan for good response rates
– The value of the offer may not be as important as the relevancy of
the channel
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Best Practices & Definitions
SMS Marketing
• Short Message Service (SMS) aka Text Messaging
– 160 character restriction per message or use multiple
• Premium SMS (PSMS) uses text as a billing mechanism to charge
a person’s phone bill
– Mobile giving falls in this category
• SMS can deliver alerts, content and coupons
– Can deliver links to mobile sites and click to call links
• Short codes are the ―phone number‖
– 5 to 6 numbers
• Keywords define the campaign
– Example “Text BEST to 62407”
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Best Practices:
Mobile Lists
• Mobile is an opt-in medium
– Cell phone data collection
– Role of Mobile Append Services
– You CAN NOT buy a list, you must build one
• Who governs this?
– Trade Associations (Mobile Marketing Association, DMA),
Carriers and the FTC
– Mobile Giving Foundation and Carriers (mobile)
• How do people opt-in?
– Web forms
– Text to short codes
• Mandee1 to 45566
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Best Practices
Opt-in Requirements
• Gaining permission
– Difference between single and double opt-in
Double Opt-In
– Changing rules
• Usage of list
Request through Short Code
or Web Form
– One campaign
Text Message to Confirm
– One opt-in transaction
• Can be ongoing
Recipient Confirms
by Replying
to Text Message
• Ease of opt-out
– Changing marketing definitions of opt-out
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Best Practices:
Mobile Web Sites
• WAP sites are mobile Web sites
– Difference between .com and mobile sites
• Why do we need a mobile site? Why not
just try and optimize our regular Web
site for mobile?
– Mobile user needs are different
• Access to offers, coupons
• iPhone applications
• Locators
• On-the-go tools
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Best Practices:
Mobile Data
• Determining how to use data
– Customer database through feeds
• Customer data matched through name or cell phone
– Opt-in registration required for names
• All customer interactions are trackable
• Data available through mobile
– Handset usage
– Keywords used (tracking media effectiveness and locations)
– Answers to questions, through mobile Web and SMS
– Donations received
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About Harte-Hanks and iLoop Mobile
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Harte-Hanks Mobile Practice
• Providing mobile campaigns for our clients and their
customers for over four years
• Full understanding of mobile applications, technology, best
practices and usability
• Industry leaders for mobile strategy
• Partnering for mobile technology with strong companies
with excellent relationships with mobile carriers
– iLoop Mobile, Board member of Mobile Marketing Association
• Members of the DMA Mobile Council
– Jeannette Kocsis, DMA Mobile Advisory Board member
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About iLoop Mobile
Value Proposition
iLoop Mobile provides the industry’s most advanced mobile technology and leading services
making it fast and easy to create, manage and analyze mobile content distribution initiatives,
mobile marketing campaigns and mobile advertising worldwide.
Key Product
The award winning mFinity™ platform is a hosted self-service SaaS software platform for the
creation and management of mobile Internet sites, mobile enabled Web sites, mobile messaging
campaigns, mobile advertising, IVR and a host of other services for state-of-the art mobile
marketing.
Key Customers
Publishers/Media:
Brands & Enterprise:
Key Partners/Agencies:
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Expertise
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The iLoop Mobile team is comprised of industry thought leaders in mobile strategy, experienced
account managers, knowledgeable campaign delivery staff, and expert software engineers who
power the mobile initiatives of Fortune 500 media companies, content publishers, brands, agencies
and enterprises.
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iLoop Mobile
Managed and Assisted Services
Software as a Service
•
•
•
•
•
SAAS model with base monthly fees for
scalable business models
Maximize profitability and ROI by controlling
campaign costs
In-house control of campaign creation and
management
Minimize time-to-market for campaign launch
•
Mobile Labs
•
Tier 1 Partnerships
•
Strategic consulting, research, campaign design
and analytics to help customers advance digital
initiatives
User engagement, monetization, distribution,
traffic, promotion, ROI consultation
•
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iLoop Mobile handles design & management of
campaigns and services
Pre-packaged turnkey offerings:
 Web & mobile sites on and off deck
 Ad sponsored sites (landing page/microsite)
 Live/special event packages
 Pre-approved messaging campaigns
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Partnerships and integration with best of breed
mobile technology and service providers
“Future proof” architecture with APIs for
integration with 3rd party content management
systems & feeds, applications and business IT
Research & Resources
• Aberdeen Group’s report, ―Mobile
Marketing: Going Direct to Consumers
Hips, Pockets and Purses‖
• MobileMarketer.com: Article by
Jeannette Kocsis regarding response
rates: ―Mobile Marketing Response:
Fad or Future‖ – published 3/25/09
• Conversion Point 2.0: A Harte-Hanks
whitepaper on tracking conversion in
new mediums – available on
request
• Web Marketing for Dummies with minibook on Mobile Marketing –
contributing author, Michael Becker
• International Journal of Mobile
Marketing
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Thank You
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Question & Answer Session
If you haven’t done so already, please take
this time to submit questions to our speakers
using the “Ask a Question” box on your
console.
If you would like to learn more, send an e-mail to:
contactus@harte-hanks.com
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