A lot of you will know that Open has a strong West Country contingent and we live up to the stereotype of being fond of a pint or two of cider…
But the reason this campaign by Old Mout caught my attention is because there is no mention of the product. Nothing about how good the cider tastes or that it’s good value, or that you’ll have a lot of fun drinking it.
Instead the sole focus is that Old Mout will make a donation to charity for every bottle bought to save the kiwi *cute*.
No doubt this campaign started life with a focus on audience – the much talked about but elusive millennial. And it’s smart because, more than any other audience, they care about the ethics and social responsibility of the companies they buy from. 73% are willing to spend more on a product if it comes from a sustainable brand (against an average of 66%). And more than 9 in 10 would switch brands to one associated with a cause. When it comes to purchase decision making the traditional drivers of price and convenience are taking a back seat.
Millennials matter to our sector as much as any other generation. But, given the fact that our reason for being is ‘social good’, surely attracting and engaging them should be an easier job for us than most of the corporate brands?
After all, there are 17 million of us and we’re all over the internet!
The Facebook ‘On this Day’ feature reminded me last week of this blog from July 2012, where James announced the launch of Mobilise – our regular giving by PSMS platform.
I can’t believe that it’s five years since we launched! In that time nearly 350,000 donors have been recruited and they’ve given close to £15 million pounds.
In its first month we paid out £9 to the first charity on board. That was Tim, Fiona and me signing up for £3 a month! I’m still giving. Can’t speak for the other two :).
Last month we paid out close to £500,000 to the 30+ active Mobilise clients.
I’m really proud of the growth of Mobilise as a fundraising tool. Every year since we launched Mobilise the charities that use it have between them recruited more Mobilise donors than the previous year. The most donors recruited in a single month was close to 19,000 and 1,700 is the most donors we’ve ever seen recruited in a single day.
When we first launched Mobilise it’s fair to say that telemarketing was the place where most donors were recruited as a ‘drop ask’ in a conversion call. But as our sector has changed, so has the way in which Mobilise donors have been recruited, with clients recruiting direct to Mobilise rather than converting PSMS donors. 2016 was the first year in which more donors were recruited on TV than all other channels combined. And 2017 is seeing the continued importance of TV, with digital recruitment sources fast becoming important to our Mobilise clients.
We have worked with our clients to do so much with the platform, whether that’s trialling regular giving for the DEC, creating products for Diabetes UK or integrating a Mobilise offer into Stand Up to Cancer activity for CRUK.
And we’ve learnt so much along the way about how donors interact with content. I think it’s fair to say that in the beginning we got it wrong and tried to reflect offline/print communications in the content we sent donors – which is the entirely the wrong thing to do. Donors want light, bite-sized bits of content with clear signposting to more information if they want it. It’s no more complicated than that.
Mobilise is all about the power of fusing payment, control and content into your mobile phone. Which is why we’ve been working so hard recently with our colleagues at Open Mobile Global to add in additional payment options all controlled via your mobile: credit & debit cards, PayPal, Apple Pay and, coming soon, Direct Debit.
The future is far more exciting that the past. We continue to be obsessed by the potential of the mobile phone for fundraising, activism and campaigning. And our ambition for Mobilise has always been for it to be more than an SMS and PSMS platform.
We can’t wait to see where the next five years take us.
Paul de Gregorio
We’ve had a busy few days here at Open.
Last Tuesday evening we got the call from the British Red Cross, telling us about the One Love Manchester benefit concert for those affected by the terrorist attacks in Manchester and asking for our help with the fundraising. Of course we said yes.
Before I knew it, it was Sunday morning and I was heading to Manchester to be Open’s representative in the stadium. The atmosphere was incredible, very emotional but unbelievably positive. Ariana Grande and her team got the tone of the event spot on. And we worked with the British Red Cross to position the fundraising as an opportunity to give, rather than a direct call to action. By the end of the night we’d helped to raise more than £2 million from over 400,000 people who sent a text.
Thanks to the amazing teams at the British Red Cross and Open, we did in days what usually takes weeks. And we’re incredibly proud to have been part of it.
Paul de Gregorio