Wireless Opportunities

Transcription

1 Wireless Opportunities Chris Bingley, RuffaloCODY

2 Cell phone future Trends Smart phones Opinions Uses Mobile communication research

3 Problem or Opportunity Old cell phone plans Privacy Phone number data Fear?!

4

5 More than half of adults aged years (51.3%) lived in households with only wireless telephones. This is the first time that the number of adults in wireless-only households has exceeded the number of adults in landline households in any age range examined. Two in five adults aged years (39.9%) or years (40.4%) lived in households with only wireless telephones. Nearly half of all adults renting their home (47.1%) had only wireless telephones. Data courtesy of CDC

6 Mobile Populations

7 Cell phones and phonathon 1. Data 2. Research 3. Strategy and Analysis

8 Data is priority Wireless number id Emergency records are a resource Capture during calls For the office-what % of number in your database are known/verified wireless # s?

9 Emergency Records Created to warn of dangerous situations FERPA. Partnerships Registrar/Enrollment

10 Student Callers Utilize demographic updates in phonathonto gather and verify phone data Did I reach you on your home phone or cell phone? Is this your only number or do you also have a landline? * Callers must ask with confidence and without apology. Alumni will provide cell phone information to student callers.

11 Research Vendors Cell phone/wireless id Update calls young alumni Mailings/survey/Facebook ads *Imperative that you track results

12 Cell phone directory.all cell phone numbers will be made public to telemarketing firms * Do people still guard their cell phone numbers?

13 Cell phone append Cell Phone Append Rate New Cell Phone Numbers No Updates 16,035, 32% 33,537, 68%

14 Cell Phone Append Records Sent Versus Appended 16,035 Grand Total No Grad Year s 1990s 1980s 1970s 1960s 1950s 1940s ,059 3, , , ,948 15,833 15,583 13,992 49, ,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000 Cell Phone Numbers Appended Prospects Sent to Cell Phone Append

15 Cell Phone Append Rates-By Grad Year Total No Grad Year 20% 32% s 1990s 1980s 1970s 1960s 1950s 1940s % 0% 0% 12% 19% 23% 22% 32% 44% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

16 Update Calls Target young alumni groups Check in/status update Not a solicitation call Two year test showing positive results

17 Update Call Results Two year trial Contact rate increase by 20% Average pledge Participation

18 Exercise Caution Flag known wireless numbers Clearly define in database Use care when sending records through basic research to avoid overwriting good known cell numbers

19 Strategy Separate pools Zip codes vs. area codes Dual phones call both numbers Consider increasing number of rings

20 Caller flexibility Speed of conversations Formal vs. informal

21 Analytics Measure what you want to manage- Capture/verification rates Compare land line to cell phone productivity Track essential data points i.e. contact rates

22 80.00% 70.00% 60.00% 50.00% Wireless Trends-Completion Rate Completion Rate 1st Time 2nd Ask Current Double Future H Refusal Lapsed L Lapsed Mixed Oth Donor Parents Research S Refusal TOTAL 43.03% 13.20% 17.92% % 42.11% 58.26% 61.49% 36.93% 23.40% 67.73% 59.70% 50.89% 62.64% 33.63% 40.32% 27.09% 22.62% 50.06% 51.48% 36.58% 39.01% 31.70% 36.58% % 48.72% 34.34% 54.65% 44.63% 40.00% 30.00% 20.00% 10.00% 0.00% LandLine Wireless

23 Wireless Trends-Contact Rate 70.08% 77.61% 90.13% 84.82% 78.90% 78.79% 82.20% 88.43% 51.95% 66.80% 81.73% 84.40% 66.92% 72.16% 58.75% 65.14% 57.51% 69.07% 61.27% 75.64% 78.92% 76.88% 82.14% 72.78% 58.87% 69.16% % 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Contact Rate 28.67% 26.16% 1st Time 2nd Ask Current Double Future H Refusal Lapsed L Lapsed Mixed Oth Donor Parents Research S Refusal TOTAL LandLine Wireless

24 Wireless Trends-Attempts per Contact Attempts Per Contact 1st Time 2nd Ask Current Double Future H Refusal Lapsed L Lapsed Mixed Oth Donor Parents Research S Refusal TOTAL LandLine Wireless

25 How many potential gifts are you losing by not developing and/or implementing a strong wireless contact strategy? What is the impact on alumni participation?

26 Mobile Communication Solicitation and stewardship Texting/text to give 12:1 ratio Activism Geo-targeting Mobile micro-payments Skype/Google Voice

27 Lead from the bottom Individual Leverage Don t avoid being wrong

28 No sheep walking!

29 Chris Bingley, Vice President/Senior Consultant RuffaloCODY or