Presentation Transcript

1. BBB Mobile Giving FoundationDisruptive Impact of Mobile GivingReinforcing Standards and Ensuring Trust

   Columbia Law School 2013 Charities Regulation Policy Conference February 8, 2013
2. The “Age of Mobile” and disruptive impact on charitable giving and donor engagement Wireless technology changes rapidly and is ever evolving: ROI, faster networks, smarter devices, cross channel with mobile as lead New “giving” demographic: text skews to a younger demographic Donations are incremental: builds a bigger base making smaller contributions Think of mobile as First or Second screen, not Third; channel, not strategy. Donor first, but empower both the charity and donor through technology, regulations and best practices.
3. A Uniquely Engaged, Addressable Audience Wireless subscriber connections: up 7% to 331.6 million (104.7 percent penetration) Active smartphones and wireless-enabled PDAs: exceeding 50% of subscriber base Wireless network data traffic: up 123% to 866.7 billion megabytes SMS sent and received: up 12% to 2.304 trillion (texts exceed MOU, but growth is leveling [Source: CTIA]
4. Uniquely Effective Engagement More Convenient Nearly all (91%) Americans have their cell phones within arm’s reach 24 hours a day. [Morgan Stanley] More Effective Texting has become pervasive and generates response rates two to ten times higher than Internet display ads. [Source: Opus Research 2009] More Efficient Text messages are opened and read within 5 minutes and responded to within 15 minutes. [Source: Technology Association of Georgia; An Introduction to Mobile Technology]
5. The donor perspective – Results from the 2012 Consumer Attitudes Survey on Mobile Giving (www.mobilegiving.ca) WHAT PROMPTED MOBILE DONATIONS? Among mobile phone users who have donated using text messaging, nearly half (47%) have previously been prompted by an appeal on TV, and 35% have been prompted by an appeal through social media.
6. The donor perspective – Results from the 2012 Consumer Attitudes Survey on Mobile Giving DONOR SATISFACTION Among those who have already donated using text messaging (4% of cell phone users; n=74)
7. The donor perspective – Results from the 2012 Consumer Attitudes Survey on Mobile Giving DONOR INTEREST IN FOLLOW-UP Among those who have already donated using text messaging (4% of cell phone users; n=74)
8. Leverage mobile for the benefit of charities while reinforcing trust and accountability Charities are slow adopters, but maintaining relevance and leadership demands action integrated across channel More viral peer-to-peer CTAs and “shares” diminish standard TsCs Leverage technology to drive pre/post donation consumer awareness of charity impact. Does mobile displace direct mail? Value of mobile number versus mail list of physical addresses and impact on privacy Donor first: technology, regulations and best practice require focus on secure access and transparent distribution
9. BBB Mobile Giving Foundation Joint venture between Mobile Giving Foundation (MGF), Council of Better Business Bureaus and BBB Wise Giving Alliance Effort to grow the mobile-giving channel, improve charity ROI and ensure charity leadership in defining this new channel. Strengthen mobile-giving industry standards based on transparency, accountability and impact on mission. Reinforce donor confidence in a powerful medium Win-Win for Charities and Donors
10. Mission Enable the power and reach of mobile technology to qualified nonprofit organizations as a new fundraising and donor engagement medium based on principles of TRUST and SECURITY Enables charities to acquire new donors,raise new incremental funds, andengage donors on an ongoing basis Enables donors with the ability tomake an impulse gift Provides tremendous goodwill formobile industry and brand sponsors while spotlighting mobile as broadcast and direct response channel Extend this mission to a “global mobile giving channel” in support international development and relief efforts
11. Enabling Program Services ACCREDITATION to charity standards reinforce principles of transparency, accountability and impact on mission that advance philanthropy and provide brand protection CERTIFICATION mitigates against risk by ensuring compliance to federal and state regulations, and industry best practices BILLING platform provides opt-in management and billing access to maximize value of consumer response in a secure, interactive environment RECONCILATION and REMITTANCE improves efficiencies through domain knowledge of carrier billing systems and remittance processes MOBILE MANAGEMENT a 360-degree view of direct-to-consumer mobile engagement provides a unique capability to support innovation and research based on values of trust and security.
12. Jim Manis, Founder and CEO jmanis@mobilegiving.org www.mobilegiving.org @MobileGivingOrg Facebook.com/MobileGivingFoundation 206-295-1309 (mobile)