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Our donation approach: Apple guidelines: We have the apple guidelines preventing us from introducing an in-app shop with items purchased by donations Donation button: Optional feature (not required) Take the users outside the application and on to a donation website specifically for this purpose Subpage on the main campaign website Developed by the internal CR DASP-team Potential problem: Losing potential donations by the long and slow process of typing in payment information Dedicated donors: Only the most interested/dedicated users Only those willing to go through the long process will be using the feature Other options: That each have their own pros and cons Friend-to-friend fundraising (crowdfunding) Essentially what Comic Relief is already using for their fundraising Users can create their own donation page (web) and invite their friends to donate and support CR JustGiving (UK based company): Allows those participating to track donations, thank supporters and update followers on their progress First to integrate fundraising and donating with Facebook Also allows users to create their own fundraising page One-click donations (Application) once the users data has been stored Mobile Card Readers such as PayPal or Square Very popular amount small businesses Google Checkout (now Google Wallet): if we decided to develop for Android Not charging qualified non-profits Funds go straight to charities Have been used in Android applications (for donation features) Only Android Text-to-give donations within the application (useful for our concept) Charged directly to the donators phone bill Donations limited to $10 Why mobile fundraise? - Why should charities focus on mobile fundraising? Mobile: Traffic going through the roof 92% of all 18-25 year-old owns a smartphone (expected in 2015) – mentioned in the report Mobile users share twice as much as desktop users More funds being donated by smartphone users (provided the process is easy) Charities should optimise their donation pages for mobile Important for any charity to get on board or they risk losing out on a lot of potential donations Facebook: 21 million people login to Facebook every day in the UK (4/5 on a smartphone or tablet) One in five donations share results in another donation One FB share generate on average an extra £5 for charities The future of fundraising? Peer to Peer Payments E.g. smartphone to smartphone payments Payments via email (claimed by typing in a specific pin code) NFC? Near Field Communication (short wave radio transmissions) – like (Oyster Card) Cheaper mobile card readers for non-businesses? Mobile Wallet? One-click payments with your phone Pay with you phone (by tabbing your phone)
Citation preview
Mobile Fundraising By Andreas Wiberg Sode, January
2014
• our fundraising approach • other options? • why mobile fundraise? • the future of mobile fundraising? • suggestions for discussion
agenda
• Apple guidelines – no in-game shop
• Donation button – optional feature – outside the application – subpage
• Potential problem – loss of potential donations
• Dedicated donors – those willing to go through the progress
our donation approach
• friend-to-friend fundraising (crowdfunding) – Comic Relief – JustGiving (UK based company)
• mobile card reader • Google Checkout (now Google Wallet) • text-to-give donations
other options?
• Mobile – 92% of all 18-25 will own a smartphone in 2015 – more shares – more donations – optimise for mobile
• Facebook – 21 million users (UK) – 4 out 5 on mobile and tablet – more donations per share – £5 per share
why mobile fundraise?
mobile growth
*http://www.emarketer.com/Article/Nearly-Half-of-UK-Consumers-Will-Use-Smartphones-This-Year/1009956
mobile vs. desktop
*http://blog.justgiving.com/nine-reasons-why-social-and-mobile-are-the-future-of-fundraising/
Facebook worldwide
*http://blog.justgiving.com/nine-reasons-why-social-and-mobile-are-the-future-of-fundraising/
more shares
*http://blog.justgiving.com/nine-reasons-why-social-and-mobile-are-the-future-of-fundraising/
more donations
*http://blog.justgiving.com/nine-reasons-why-social-and-mobile-are-the-future-of-fundraising/
• peer to peer payments – smartphone to smartphone
• NFC? – Near Field Communication (Bluetooth) – Close proximity to another device such as a card
reader or another smartphone
• mobile wallet – goodbye big wallet!
the future of fundraising
familiar?
mobile wallet
• Transmedia Storytelling – Where did the story go? (why down prioritize the story?) Big community (UK and London in particular) vs. a small community (Odense)
• Convergence Culture: Changing the common Protocols around Red Nose Day (as a brand) Creative ways of using Augmented Reality and LBGs How could the “Lost Golden Nose” benefit from Cultural Probes?
• The “Lost Golden Nose” in the future? Could “Lost Golden Nose” be combined with “5 seconds of Fame” (concept idea) somehow?
• Media storm: What consequences can the latest media attention have on our concept and Red Nose Day in general?
suggestions for discussion
• team – budget – resources – time
• previous experience • complex story • duration
where did the story go?
Transmedia Story
cross media
TV shows NOTV Artists
Corporate partners Merchandize Public fundraising
RND Building Blocks
• what Comic Relief originally wanted – story across multiple platforms (with noses hidden)
• Facebook and Twitter • campaign website • video • blogs • real world locations (our application)
– everything should lead up to the show on March 15 – change the way people experience RND – stronger Transmedia story – increase the flow of content across many platforms
• encourage people to seek out new information and make connections among dispersed media content
– participatory culture • invite fans/customers of RND to actively participate in the creation and
circulation of content (why have the red noses disappeared?)
convergence culture
touch-point timeline
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