Category Archives: marketing

Hallam Foe redux

hallamfoeI got to see Hallam Foe again last week. Obviously this was pukka film not a video projection and the soundtrack was complete and the titles and credits had been finished off (David Shrigley, omg!), but I was left wondering just how much material difference there was between this version and the one we saw in October. It definitely felt different, but I don’t know how much of that is changes in the film or changes in me. It felt a bit calmer and less raw but nonetheless still a stunning experience. I’m still not going to let on which of Hallam’s *ahem* quirks I have shared, but I can tell you I never fell in love with a girl and followed her home because she looked the spitting image of my mother.

The film is to be released at the end of August – definitely go see.

Hugh led a Q&A with David Mackenzie, Jamie Bell and Sophia Myles. The highlights were twittered Colin Kennedy was filming throughout (though the camera got variously hijacked by Jamie Bell at one point and Catherine Monahan of Orbital Wines at another) Looking forward to seeing what comes of that…

I would have stayed longer at the party afterwards, but my tummy was grumbling and the *nibbles* were just that – aaargh kill the microfood.

Enhancing voice fundraising through new media

tpr070601 023David Dixon is founder of The Phone Room, a call and contact centre specialising in telephone fundraising for not-for-profits and ticketing for arts organisations. I’ve been talking to David for a while about blogging and social media in this context and he invited me along to help record a “Skill Share” day last week where he and his colleagues were meeting with people from sister companies in the Netherlands, Spain, Sweden and Germany to talk about their common experiences and how to improve their effectiveness.

The day kicked off with presentations from David and Daryl Upsall who heads up the Fundraising Company in Spain. Here are my lightly edited notes from these presentations.

David DixonHow do we enhance voice fundraising in the age of new media

Note this is “voice fundraising” not just about telephones or whatever device you might happen to be using to convey your voice such as: web, e-mail, mobile voice, mobile web & wap, sms, vismail, affiliate marketing, VOIP (and associated services), social networking, user generated content, MMORPGS such as Second Life.

There’s just been a conference about charities using Second Life – one of the main speakers is from Oxford University which has bought an island in the space. There’s also been a sponsored walk in aid of the American Cancer Society – it’s like temporary emigration – they are very real and people spend money on them, lots of big companies are setting themselves up there.

So we face a big threat – not so much in Spain, but further north. If you listen to calls you see that nearly everyone is very old – over 65 probably – the reason for this is that they were recruited by direct mail. Most of the donors in britain are acquired through direct mail. This is changing, but not that quickly. The effect of mass direct mail is under threat from both generational (older people dying, younger people not responding to direct mail) and technological change (the move to online) and the marginal rate of return is reducing all the time.

When direct mail started, you had to be very stupid not to get a good response, but as time goes by the quality of your communication has to go up in order to maintain profitability as the marginal rate will always move towards break even. So a small change in marginal response rates means that a whole bunch of mail becomes uneconomic, meaning that the volume of direct mail will have to reduce. At the moment it’s still increasing as the only way to increase profitability but that doesn’t mean that it’s going to continue like this forever.

We don’t know when it’s going to happen, but I believe it will be sometime in next 10 years. So we have a problem coming and I want to be on top of it beforehand. So now we’re investigating new media, we don’t have to but i’d like to be thinking about it now to get a strategic solution in place before it’s needed.

We’re focusing on learning how to integrate voice with new media. Our new kit allows us to work with sms email and web alongside voice, so we can position ourselves as an integrated contact centre. We don’t quite understand how to do it best yet, but we could get started right now.

The problems that charities face are: How to migrate from ‘here’ to ‘there’. How to restructure organisationally. How to monetise new media and how to grow expertise.

We are developing expertise so we can sell more voice fundraising, involving TPR directly with clients’ strategic planning. Historically, we haven’t been part of that planning, but we’d like to be in future.

An example of the experiments we’re doing is Donor Connect – it’s affiliate marketing – an awful lot of people want to give but don’t know who they want to give money to. Increasingly people go looking for ideas on the internet. In the commercial world for any search on a generic term you’ll see a mix of direct producers and affiliates who guide searchers towards the producers, with the affiliates getting a small cut.

If you were to type in ‘help darfur’ you’d get such a mix. Opinions vary on it – some people think that they are squatting and stealing traffic – others think its good because they are doing the suppliers job for them without getting paid until they get a result.

So we’re working with a network of affiliates – 1-2,000 from Affiliate Future – they do the dissemination for us. It captures people with a general interest – so if they know they want to help the people of darfur, they will get a way of finding it. and then we will get the calls.

We’re piloting it at the moment – pay per registration with a 10-day cooling off period – basic identity data – one phone number. We want to see if and how the model works so everything is being tested. In any sample we find a number of non-contacts, qualified prospects and sometimes single gifts with qualification information, but the main aim is new monthly donors which is what the charities pay for. Charities love this – they get to only pay for the people who actually pay them.

The thing that isn’t happening is the call back – assumption that people who’ve registered online will only respond to e-mail. So there’s a great opportunity – because voice is still the best way to talk to people.

So far we’re not getting huge numbers – given how much we’ve spent, we’re still pleased, but of itself it’s not great. We feel we’ve proved the basic concept but we want to show that we can do volume.

The ROI was 1.06:1 with a highest donation of a £100 Paperless Direct Debit. TPR income per contact was over 60% more than usual.

So good for us and good for the charity. The average donation levels are higher by web than we get by mail or face to face on the street. We think that attrition will be low as we’re creating a relationship. If we can prove it works we’ll do more – and go to all our clients and say give us your data and we’ll do the rest of the work.

Daryl UpsallIntegrating fundraising & communication- how to stand out

Daryl explained how there is so much going on as the web grows up and content (pictures, stories, videos) is going to be generated much more by individuals rather than charities. Here are the examples Daryl used.

Big shift from billboards to online. Google sells more advertising in the UK than Channel 4 in 2006

In UK 10% of young people get news from internet – even Murdoch is in on the act buying myspace – he knows that the traditional newspaper is dying. Where are the charities on myspace? In individual people’s pages. Lots of people setting up microcharities.

youtube is the perfect place to recycle content – very few charities have their own blog – does anyone do podcasting for charities? how about videoblogging?

First aid – St John’s Ambulance have put all of their courses on podcasts through iTunes.

SMS – Italians donated 18m euros in 24 hours for tsunami. but nobody’s capturing the phone number data by call back.

Vodaphone campaign in Spain – supporting various charities with shortcodes for each one. again no data capture even for feedback.

Unicef at Berlin New Years Eve party. 130,000 donated 350,000 euros
26m people sent a message for Live 8 – nobody got back to them.
e-mail campaigns work less but still effective getting 150,000 people to sign a petition – 95,000 new names – 225kUSD

Amnesty has probably the biggest database of e-mail addresses – amina libre – stoning women campaign 140 e-mails –> 9m people who can now be telephoned.

Keep your eyes open for anyone who’s doing something snowballing.

Amnesty’s base is getting older too. so they’re saying let’s build some lists of younger people – pencil in envelope not working. downloading music (john lennon)

Ticketing – fastest growing area is sms – latest is sending barcodes. How do you ticket your charity events – and what’s happening to the phone numbers generated…?

The mobile phone newsletter – via qr-code in Japan – building response mechanisms into advertising.

El Pais – unique numbers on paper is an entry to daily lottery – with immediate textback collecting permissions.

Online auctions – ebay for charity – you can sell anything and again generating leads.

Everyclick – every time you use the search engine, charities make money – some corporates force their people to use it.

Integrating f2f & mobile – Greenpeace India – bought a whole bunch of numbers in Bangalore – sent them a message (some would say spammed them) and if they replied positively they said “we’ll bring you a tree to plant in your garden”. They bought 39,000 numbers and got 2.3% conversion – the person bringing the tree was a fundraiser ready to sign them up to donate. Lead to supporter conversion 16% planning now to recruit 22k new supporters this way.

It’s about developing relationships – John Aspinall Foundation – get info via shortcodes about animals with click through to sponsor immediately. totallywild.net including ringtones of their sound or a related music download.

Oxy-moron at the Wine Fair

Last week I spent a couple of days helping the Stormhoek guys out with their offering at the London Wine Fair. On the Thursday, I spent all day with Andrew Porton chasing round with a live video feed to a video-wall interviewing people on the stands for the official wine fair blog winefairlive.com. The first day I spent more time on my own doing much the same thing, but in a less formal way.

The first of these I’ve uploaded is unusual in that it features more of me than the peeps in the booth. You saw yesterday what I get up to in my leisure time. I thought you’d like to be reassured that it doesn’t get much better when I’m “working”. Hey, I don’t drink – I had to have some fun somehow :)

Internetworld 2007 suckfest

I went on Tuesday. I’m sure I should have gone on Wednesday when Chinwag had a thing about PPC and all of my twitter stream seemed to be there.

Actually no, I wish I hadn’t gone at all. The saving graces were unexpected meetups with Ged Carroll, Kevin Anderson and Ian Delaney and an expected meetup with Andy Hyde.

I wanted to interview the big fat blue mouse and the leopard girls (sorry rupert) but they’d gone on a break I think, so I started shooting this B roll stuff and then…

thank god it was free to get in (and out again)

Head down

Want to blog today but no can do as the Perfect Path editing suite is at capacity working on the rest of the videos from Second Chance Tuesday and a top-secret super hush-hush and really quite evil thing which may or may not be related to this.

Very nice Social Media Club meetup last night, not least because I met Rupert Howe, who rocks.

Prolly see you after the weekend.

Surveillance Screening

I’ve been invited to a screening of Surveillance this Saturday (14th April) at midday at the NFT but I have a prior commitment.

According to the blurb the film was well received at the Berlin Film Festival recently and I just spoke to Paul the Director who tells me that it’ll be going to Seattle and Chicago later in the year. I have been given a DVD copy (and watched the first 20 minutes, which hooked me) so I’m going to blog about it when I’ve had a proper look.

If you’d like to go see it (and if you blog about it that would be lovely too) then give me a shout and I’ll put you in touch with the production team.

New Moos

newmooYay! My new batch of moo cards arrived yesterday and here they are. Let me know which is your favourite. I quite like the monochrome ones. The Russell Brand one was clearly a mistake.

I also (thanks to my compulsive RSS reading) got in quickly on the sneak preview of Moo’s new product which should be here very soon, but I’m sworn to blog secrecy about them until their official launch on 18th April.

More time at Open Coffee

I was very impressed by Open Coffee last week as you may have noticed, so I went back with more time to spend chatting to VCs, recruiters and entrepreneurs than before.

At the end I was really pleased to get to talk on camera to Sam Sethi of Vecosys and Paul Youlten of Yellowikis about what they’re finding exciting in this whole crazy web scene at the moment.

Good to see John Hornbaker again, not least because it gives me the opportunity to apologise for not linking to him before.

I also talked to:

Rupesh Chatwani of Lonsdale Capital about how the rest of the world is catching up with social media and that humanisation is the next big thing.

Brett Putter of Forsyth Group was he scouting for talent or clients or both? And how about Bright Young Things Clare Johnston and Agnes Greaves? I suspect I’m neither bright enough or young enough to qualify, but we talked a lot about using social media to engage with customers.

Ed Hodges of Voible (formerly blackfin.co.uk) – cool flash conferencing and some other smart applications for mobile, launching sometime in the next 6-8 weeks.

Alastair Mitchell & Andy McLoughlin of the online document management/groupware 2.0 (“like basecamp only more around documents and including workflow” – and British) solution huddle

Briefly at the end Ryan Gallagher and Paul Maitland of ConnectMeAnywhere.com who Sam speaks highly of above and nice to bump into Paul Miller again who is now doing School of Everything as namechecked in the Paul Youlten video.

My most excitable moment was meeting Jamie Wallace of walkit.com – I just love it, love it, love it and it’s so nice when you meet the faces behind great applications, particularly when they’re so self-effacingly surprised to meet a raving fan like me :D

Blimey! I’m out of Moo Cards.

[update: gaaaah! also had a fantastic chat with Ian Forrester (such. a. nice. man.) from bbc backstage and he indulged my ranting and raving about theatre blogging - forgotten in the first draft because we didn't swap business cards - Oli Barrett, Paul Birch and Steve Moore also fall into this category - phew!]

If you ever want to go to a meeting I’d be happy to take you.

stormhoek threshers voucher

They’re at it again. I thought I saw Jason saying nooooo-waaaaay Rosé to this but nevertheless Hugh’s just announced The Stormhoek/Threshers 40% off voucher for getting shitfaced by Easter (well April 1st anyway – uh-oh that date rings alarm bells).

Oh but read the small print: “cannot be exchanged at Main Line stations, Petrol Forecourts, Center Parcs or Student Unions.”

Download the coupon from here and take it to Threshers for 40% off – yes really. Now you know that I don’t drink, but that doesn’t make me a spoilsport – 40% off is, like, a lot.

You don’t need me to remind you what happened last time.

klewless pruf ridder rekwired

wagamamama voucherJust got this.

1. What does “only original vouchers accepted” mean in this context? Do I have to dial up my mail on my phone and show the waiter the pic? Or am I allowed to print it out. If I can print it out, what’s to stop me printing out 50 and giving them to my friends? And what, apart from their high ethical standards, is to stop anyone reading this downloading it and using it?

2. does “exclusivley” mean the same as “exclusively” (I’m just guessing here)

3. I didn’t realise I’d signed up to be a wagamamama covent garden member. I don’t know if I like wagamamama’s food as much as I like wagamama’s. AFAIK there are zero wagamamama covent garden members so this is a bit worthless really.