Mobile marketing in the third sector

Mobile marketing has been a hot topic for profit-generating businesses in the last few years. Now we’re also seeing the charities who’ve invested in mobile marketing enjoy real rewards, whilst others are slowly being left behind.

Slow starters

New research from the Charities Aid Foundation has revealed that significant opportunities are being neglected when it comes to charity marketing campaigns. Despite figures showing that 58% of 18-24 year-olds have expressed an interest in using their mobile device to donate to charity, a hefty 62% of charitable organisations are still yet to provide a platform for mobile giving.

While the vast majority of third sector operators now provide an SMS donation service to would-be donators, there’s still much further to go. At present, 2% of all annual charitable giving in the UK is conducted online or using a mobile device, representing approximately £58million a year. These figures highlight the growing importance for charities to incorporate mobile into their marketing strategies.

Reaping the rewards

Those charities who have taken steps to develop a mobile marketing strategy are starting to see some pleasing results. Macmillan Cancer Support are a great example of mobile optimised success; with 11.5% of their total web traffic now being achieved through their mobile site.

Given that 28 million Britons annually make charitable donations, there’s clearly a great deal to be gained. Mobile donation services are both very convenient, allowing people to give generously from the palm of their hand, and will also act as a way to engage with a new demographic and build relationships with supporters.

What’s more, according to Andrew Darling, associate director at Spoke's partner, OpenMarket, these innovative donation solutions won’t mean compromising on donations through more traditional methods. In fact, the result has been an increase in both new and existing donations, he commented: “the SMS donations didn’t just draw new supporters in - they also attracted additional donations from some of those already giving by direct debit.”

Golden opportunity

Despite this, there are still a startling number of charities who have failed to take steps to optimise their sites for the mobile world, or go further to create bespoke apps to help generate mobile giving.

The third sector must be willing to adapt to changing trends, with everyday consumers moving away from just cheques, cash and direct debits, and towards contactless payment and mobile giving.

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