How we got here Developing the Next Generation Supporter Page

Agenda 1.When to innovate. 2.The road to innovation. 3.Next Generation Supporter Page demonstration. 4.Summary.

1. When to innovate?

Major Community Events Performance - Australia MeasureThe Age Run Melbourne Participants26,50085,00040,00044,70039, Year growth270%96%217%89%184% Funds raised 2012 $1,957,000$4,175,000$775,000$725,000$552,700

Ahead of the curve

A research driven, holistic approach to optimise fundraising outcomes –Product discovery and customer input –Independent quantitative research –Independent qualitative research –The impact of mobile –The average Peer2Peer fundraiser –EDH Data analysis 2. The road to innovation

Product discovery and customer input Charities and fundraisers in –Australia, –UK –USA Engaged Psychologists in the UK to aid user experience and reward system Development resource from the UK, Australia and the US

Ongoing independent quantitative research

Qualitative research

Fundraising isn’t a true measure or value of passion and why I support or want to support

The ‘mobile’ impact – what do we know about it?

People are increasingly accessing the internet through mobile devices

More than 788 million mobile-only Internet users are expected to surface by 2015 Google expects more than 1 billion people worldwide will use mobile devices as their primary method to access the Internet this year Source: Computerworld. Smartphone, tablet adoption accelerates: AIMIA survey September 2012

Australia and New Zealand have highest penetration of smartphone users in the world Almost half of Australia’s adult population now own a smartphone. Take-up soared by 104 per cent to 8.67 million units over the 12 months to May 2012 Smartphones users are in the majority for the first time in New Zealand, with more than half of all Kiwis using their mobile phone to access the internet, government figures show. SOURCES: Australia Communications and Media Authority. The National Business Review

32 percent of Australians used the internet through their mobile phones in June 2012, up from 21 percent the previous year. SOURCE: Australia Communications and Media Authority.

People are doing more e- commerce transactions through mobile devices

Tealeaf, an IBM company focused on customer- behavior analysis, found that consumers expect mobile transactions to be easier than they are offline (51%) or on a desktop computer (50%). SOURCE: GigaOM How new devices, networks, and consumer habits will change the web experience January

Mobile technology is changing the user’s web surfing habits

Mobile search has grown 4 fold in the past year (2012) SOURCE: Think with Google The New Multi-Screen World

90% of consumers begin a task on one device and then complete it on another device. Smartphones are by far the most common starting point for this sequential activity. SOURCE: Think with Google The New Multi-Screen World

Changing expectations Individuals who surf the Internet through their smartphones or tablets are often much less likely trying to decipher a difficult to understand marketing message than someone on a PC. If something isn’t immediately interesting or relevant to a mobile device user, they’re likely to switch to a new app or web page right away.

Social Media has gone mobile

Consumers increased their social app usage by 76% compared to last year, and social networking now accounts for 30% of mobile web time compared to 20% of desktop web time. SOURCE: Fastcompany December 2012

is now mobile

The ‘most valuable’ demographics are mobile

The mobiles For many businesses, the most valuable demographic of potential customer is one who is young and educated and has disposable income. This demographic aligns almost perfectly with those who spend the most time on their iPads and smartphones. As a result, companies that want to get their messages in front of these individuals now have a straightforward way to do so. But don’t be discouraged if your target market is older individuals – this demographic is currently experiencing some of the fastest growth rates in mobile device usage.

Mums are more mobile than everybody else. According to eMarketer; Mums are more likely to own a smartphone than anyone else in the population. Two-thirds of those mothers are using the mobile web on a regular basis SOURCE: Fast Company December 2012

Where does a device fit in my life? Mobile value propositions vary by device type: –Smartphones are mission-critical devices for “life” with nearly 70% of smartphone users saying they “won’t leave home without it.” –Tablets are a media consumption hub, with nearly 70% of tablet users reporting that their tablet is an “entertainment device.” Both are viewed as “making me more efficient and effective” Source: ABI Research Mobile’s Role in a Consumer’s Media Day: Smartphones and Tablets Enable Seamless Digital Lives

Everyday Hero mobile visits

% Everyday Hero visits from mobile devices 2%7%16%23%43% YTD Next Generation Supporter Page Last 30 days

Who is your average Peer2Peer supporter and what makes them great? ( An analysis of 73,000 pages)

Small Actions, Make Big Differences Action Taken in IsolationAvg Page TotalIncreaseAvg # donationsIncrease $259X3.47X Add 1 photo/video $286+10% % Add 1 blog post $303+17% % Send Thank You s $466+80% % Do all of these actions $ % %

Great Peer2Peer fundraisers are active and engaged

And so when you boil it all down…..

It’s not the technology or device that is critical. It’s the engagement it enables.

opening networks, leveraging downtime, rewarding spontaneity, furthering communication, amplifying connection

Next Generation Supporter Page Demonstration

Summary 1.Fundraising is hard work. Giving and Supporting is enjoyable and broader. Speak on these terms. 2.Mobile is not a trend or a fad it is a fundamental shift in user behaviour and expectation. If you are not mobile you are not anywhere. 3.Mobile must be responsive. 4.Great Peer2Peer fundraisers are active and engaged. Get your supporters to a page and using that page.

Thank you Simon Lockyer Everyday Hero

A ‘new’ supporter Passive Active Informed Connected Creating Unaware Isolated Consuming