June 10, 2009

Raising Awareness — and

Money! — with Mobile

A Special Thank You to:

Please Welcome

Moderator

Michael Becker

VP Mobile Strategies

iLoop Mobile, Inc.

Jeannette Kocsis

VP Digital Strategy and Media

Harte-Hanks, Inc.

Margaret Battistelli

Editor in Chief

FundRaising Success

Tips for Webinar Attendees

• Technical difficulties? Let us know by using the “Ask a Question” box,

or trouble-shoot by clicking the “Help” button below

• Please disable pop-up blockers

• Get a PDF version of this presentation by clicking the “Download

Slides” button

• Like what you’re seeing/hearing? Tell peers using the “Invite a

Colleague” button, or let us know by clicking the “Survey” button and

sending your feedback

• Submit questions to today’s speakers using the “Ask a Question”

box

• View this event on-demand for the next 90 days

®

June 10, 2009

A Harte-Hanks Webinar

© 2009 Harte-Hanks, Inc.

Raising Awareness – and

Money! – with Mobile

5®

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

6®

Considering Mobile

7®

The U.S. – Mobile World We Live In

• 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

Sources: US Census 2008 Estimate

Nielsen Mobile Media- December 2008; iLoop Mobile, Inc.

8®

*Source: Pew Internet & American Life Survey, May 2008.

Mobile by the Numbers

USA DEMOGRAPHIC SKEWS

% of Mobile Users

Caucasians (79%)

African Americans(73%)

English-Speaking Hispanics (80%)

18-29 Years Old (86%)

30-49 Years Old (87%)

50-64 Years Old (77%)

65+ Years Old (55%)

No High School Degree (59%)

College Graduates (89%)

<$30K Income (63%)

>$75K Income (92%)

Men, Women (78%)

High School Graduates (73%)

Urban (75%)

Suburban (81%)

Rural (73%)

50%

100%

Tweens 8-12 (46%)

Teens (79%)

9®

The Many Paths of Mobile

*Source: iLoop Mobile.

10®

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

11® - 11 -

Foundations

$28.80, 11.60%

Bequests

$19.80, 8.00%

Individuals

$187.92,

75.60%

Corporations

$12.00, 4.80%

• 76% of total US giving is by individual

contributions

• 24% of US individual donors give less than

$100

• 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

Source: Giving USA Foundation, 2005

Annual Report on Philanthropy

Mobile Labs Webinar Series

Why Use Mobile for Charities

Mobile Giving Foundation 5/09

12®

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

13®

Example:

Keep a Child Alive

• Alicia Keys promoted a mobile call-to-

action 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

Disclosure: Harte-Hanks and iLoop did not participate in this campaign.

Source: http://www.youtube.com/watch?v=q5B3ixRaua8

14®

Defining Mobile Marketing

15®

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.)

*Source: iLoop Mobile; Web Marketing All-in-One for Dummies, by Michael Becker.

“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.”*

16®

Mobile Applicable to Every Stage

17®

Integration of Mobile

18®

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

19®

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.

20®

Mobile Giving

Steps to Take

• Qualification

– Submit NPO to Mobile Giving Foundation through Harte-

Hanks/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

21®

Best Practices & Campaign Tactics

22®

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

23®

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”

24®

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

25®

Best Practices

Opt-in Requirements

• Gaining permission

– Difference between single and double opt-in

– Changing rules

• Usage of list

– One campaign

– One opt-in transaction

• Can be ongoing

• Ease of opt-out

– Changing marketing definitions of opt-out

Double Opt-In

Request through Short Code

or Web Form

Text Message to Confirm

Recipient Confirms

by Replying

to Text Message

26®

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

27®

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

28®

About Harte-Hanks and iLoop Mobile

29®

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

30®

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:

Expertise 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.

®

31®

iLoop Mobile

Mobile Labs• Strategic consulting, research, campaign design

and analytics to help customers advance digital

initiatives

• User engagement, monetization, distribution,

traffic, promotion, ROI consultation

• 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

Managed and Assisted Services• 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

Software as a Service

Tier 1 Partnerships• 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

32®

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 mini-

book on Mobile Marketing –

contributing author, Michael Becker

• International Journal of Mobile

Marketing

®

Thank You

®

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

®

Thank You!

Thank you for taking the time to attend our webinar today.

For additional information about our webinars,

check out the following Web sites:

www.targetmarketingmag.com

www.fundraisingsuccessmag.com

Please take a moment to fill out our feedback survey.