aimm launches a new UK call to action for society lotteries

26Sept 2017, Farnham.

The Association for Interactive Media and Micropayments (aimm), launched a major new call to action initiative for society lotteries on 22nd September 2017.  This exciting new channel could transform results for society lotteries if it performs anything like it has for charities.

Society lotteries are lotteries and raffles run for charitable benefit, licensed through the Gambling Commission or via local authority licenses. These lotteries and raffles provide a vital income source for charities.

Text short codes, which are 5 digit number starting with a 70 prefix, have been used with phenomenal success by charities over the last three years.  Short codes generate over £115m in donations per annum.  In many cases texting to a short code has become the most popular call to action for donors due to ease and simplicity. They have shown to generate incremental funds rather than cannibalisation from other, more mature, methods to donate such as online or by phone to a call centre. It also attracts a new, often younger, audience.

aimm has been working across its members to develop a similar facility for society lotteries. It works in the following way:  The society lottery manager or charity uses an advertising campaign to draw attention to its lottery with the call to action being text a word (such as WIN) to a short number starting 72 (e.g. 72123).  The advertising will include the price of the entry and the lottery terms.  A consumer sees the campaign and texts their entry using their mobile phone to gain entry into a lottery or raffle.  The lottery manager or charity uses its procedures to check the consumer is over 16 and then the cost of entry is charged to the consumer’s mobile phone bill.  It’s simple, quick and immediate. An efficient communication channel is now established with the consumer for follow up in-service messages and winner information.

With the near 100% penetration of text capable phones in the UK every British consumer over 16 can participate in a society lottery or raffle.  No other engagement and payment product has this penetration.

The launch conference was kindly hosted by Cancer Research UK and sponsored by Dynamic Mobile Billing (both of whom are aimm members), whose sponsorship enabled complimentary tickets to be given to those charities and lottery managers who wished to join us. It was extremely well attended by external lottery managers (ELM’s) and charities with excellent presentations from charity Oxfam, campaign enabler Cymba, Charity Funding and Promoter (CFP), Global’s Make some Noise, regulator Phone-paid Services Authority, payment intermediary Dynamic Mobile Billing (DMB) and mobile network operator EE.

Kevin Dawson, CEO of DMB said “It was great to talk to an audience who were clearly so excited about this new opportunity.  Based on our successful experiences in operating mobile payment lotteries in others markets across the globe, I am totally confident the UK market will be as successful for society lotteries as it has been for charities and giving campaigns, so DMB hope to work with the markets key players and share our experiences to deliver a mutually rewarding commercial partnership. The UK is getting more and more familiar with short code based services. It is positive for the whole ‘charge to mobile’ industry, opening up a new market for everyone up and down the value chain whilst being great for consumers who want to participate. It’s a win-win-win.”

The event showed that there were differing levels of understanding across the society lottery managers about how the text based call to action and mobile payment mechanism could be made to work. It is clear there is a need for enhanced education across this market.  aimm will be working closely with the Gambling Commission and the PSA on behalf of members to ensure that all regulatory requirements are covered.

Overall it is great to see a growth opportunity where the potential is being recognised. There is enormous enthusiasm across the board.  One lottery manager stated “This initiative has been the most exciting development in this industry since the postage stamp!” It is likely society lotteries will be trialling the new short code range before Christmas.

 

Power50 Speaker Spotlight: affilinet

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affilinet is a pan-European affiliate marketing network, owned by digital business United Internet Group. We see the industry differently; pushing barriers, challenging ourselves and striving to make improvements in everything we do. We are passionate about the affiliate channel, challenging the status quo and striving for continuous development in the affiliate space. For our clients this means best in class affiliate programmes which deliver real results – an approach that is valued by over 3,500 advertisers including: Sky, NOW TV, Thomas Cook Airlines, Debenhams, Thomas Cook and more.

www.affili.net/uk

Our affilinet speaker joining us at the Power50 Conference is Helen Southgate.

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Helen Southgate is UK MD of affilinet. As well as managing the UK business, Helen also plays a key role internationally in the sharing of resource and knowledge across the wider affilinet team in seven locations.

Prior to affilinet Helen was at BSkyB for three and a half years, she started in Sept 2009 as Senior Online Marketing Manager for PPC and Affiliates before taking on the role of Online Marketing Controller for Strategy and Planning in January 2012.

Helen has worked in the online industry since 2002, with a solid background in online performance marketing working at affiliate networks Deal Group Media and Silvertap before joining Sky.

1st October Power50 Conference – Cobham Surrey

power50 conference ad

As the senior member of your organisation, you are invited to join cohorts from other interactive media organisations for a day of informative presentations intensive workshop discussions, deep market insights and forward planning into the development and future of the UK Interactive Entertainment and Media Industry business.

This conference is dedicated to providing the intelligence to your organisation about the likely effects of the competing environments on your business growth, how opportunities can be created from changes to consumer behaviour particularly around digital products,  opportunities from changes to European and UK regulations and how to manage and plan for these opportunities. The conference will then discuss and plan how to shape the future and plan the ideal industry roadmap to maximise on new opportunities.

Each of the sessions contains either presentations from professional industry experts in Legal, Business Development, Research, Emerging Payments, Digital Publishing and Advertising industries or are facilitated by professionals.

Speakers and their Presentations:

Dave Stephens from Vodafone                                                Sponsor and Keynote Speaker

Nick Lane from Mobile Squared                                              Driving the PRS Market Forward

Anuj Khanna from Peak State Consulting                             Statistical overview of the Digital Payments Market

Tony Craddock from Emerging Payments Association     The Future of Payments

Steve Ricketts from ATAO                                                         Emerging Technologies for Business

John Pinchbeck from Ticketing Consultancy                        Live Entertainment Impulse Purchasing

Nicholas Ralph from Dentons                                                   e-Commerce under PSD2

Roy Vella from Vella Ventures                                                 Digital Wave, Everything has Changed

With an additional digital ticketing speaker to be confirmed by the 25th September this is a line up of speakers you would expect to see at a large international conference at a fraction of the price.

To learn more about our confirmed speakers and what they will be addressing the audience on please read the speaker bios: Power50 Speaker bios

With the line up of speakers now finalised the information pack is below. It contains the agenda for the day as well as your booking form for you to reserve your place.

Bookings for this conference MUST close THIS weeks so don’t miss out! Simply complete the Reservation form below and send it back to power50@aimelink.org to book your place.

AIME Power50 Agenda & speakers Info pack

Booking Reservation Form

Join these companies already signed up to attend:

BBC, Boungiorno, Cellcast TV, Empello, Fonix, Global Radio, IMImobile, ImpulsePay,  Mad4Mobile, mGage, Mobile Commerce Ltd, Monitoring Compliance Partners, Oxygen8, Safari Mobile, Studio66 TV, Square One, sb7,WMC Global, Vodafone, Zamano and 08000MumDad

This conference is sponsored by Vodafone vodafone_logo 1287x929 large

ITV partners with Spoke as Text Santa increases Charity donations

Customer engagement specialist Spoke provided automated donation processing for ITV’s recent Text Santa campaign to allow viewers to pledge donations of differing amounts via the 03 number which was promoted as part of the Text Santa appeal.  The number featured on a range of ITV programmes in December, as well as the actual event night of Text Santa 2014. Across all the donation platforms, over £6.3 million was raised for Text Santa 2014’s six UK-based charities.

Spoke has worked on many high profile charity appeals in the past, and following recent platform improvements saw the Text Santa campaign reach an all-time high for effective calls to date for this type of activity. Darren Worrell, Head of Technical Services Director at Spoke commented, “We were delighted with the outcome of this campaign. During 2014 we made a significant investment in our platform and it was great that we saw such high effective call rates, as this had a direct impact on the money raised for Text Santa”.

Spoke’s PCI solution provides charities with a secure facility to take donations at all times of day, as illustrated during Philip Schofield’s unique 24-hour presenting challenge, where calls were received and donations processed through the night.

Fiona Robertson, ITV’s Head of Charity Projects, commented “Our key objective with Text Santa is to maximise donations for our six chosen charities.  Having robust, efficient, cost effective platforms for processing donations is at the centre of our requirements and we welcome Spoke’s excellent contribution to our most successful Text Santa campaign to date.”

Damon Russell, Chief Executive at Spoke, added “We’re very proud to be part of ITV’s successful 2014 Text Santa campaign which allowed us to illustrate our ability to provide both technology platforms and management services for automated donation processing”.

 

 

ADDITIONAL INFORMATION:

About Spoke

Spoke (www.spoke-interactive.com) are consumer engagement experts, specialising in mobile and interactive solutions for brands, agencies, media owners and charities. Spoke provide everything from strategy to implementation, management and analysis for a broad range of interactive and mobile services, Social TV and donation and payment solutions. Clients include BBC, Channel 5, UKTV, STV, Time Inc. News International and many others.

About Text Santa

Text Santa is ITV’s annual charity fundraiser appeal, raising money and awareness for six UK based charities each year. The selected charities for the 2014 appeal were Alzheimer’s Society, Guide Dogs, Marie Curie Cancer Care, Teenage Cancer Trust, Together for Short Lives and WellChild. 100% of donations made by ITV viewers are evenly distributed to the chosen charities, and over £21 million has been raised in the last four years.

BBC Children in Need break text donation record with Harvest Media UK and Fonix

Fonix’s mobile billing and campaign management platforms provided audiences with the opportunity to donate and interact via mobile. The 2014 campaign delivered a record ‘on the night total’ for BBC Children in Need, with over £5m generated over text.

“We are delighted with the record breaking results” said Susan Johnston, Director of Operations and Finance, BBC Children in Need.  “We had a very collaborative relationship with Harvest and Fonix who embraced our desire to innovate and optimize both donation levels and gift aid conversion. Working collaboratively with suppliers in this fragmented mobile ecosystem is essential”

Data-driven CRM and mobile marketing mechanics allowed BBC Children in Need to provide consumers with a tailored experience, resulting in over a third of users declaring their eligibility for Gift Aid.

Rob Weisz, CEO of Fonix Mobile commented, “The 2014 Children in Need campaign was a huge success which we were delighted to be a part of.  We understand the importance of engaging donation mechanics with high conversion of gift aid declarations, something we continue to optimize. We worked on solutions that focused on specific objectives and were thrilled with the results achieved”.

Edward Boddington, CEO of Harvest added, “ Since we started working with BBC Children in Need in 2011, the charity has always strived to innovate.  Using mobile text short codes for charity telethons is a high growth area as it allows charities to keep 100% of whatever the donor texts, in this case £5 and £10 price points.”

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Fonix Mobile is the UK’s leading mobile messaging, mobile payments and interactive services business.   For more information, please email hello@fonix.com

Harvest Media is the UK’s leading provider of participation media services and is the preferred partner for many large media companies in the industry. For more information, please visit www.hmg.tv

The BBC Children in Need Appeal is a charity registered in England and Wales (802052) and Scotland (SC039557) whose aim is to make a positive change to the lives of disadvantaged children and young people across the UK. For further information about BBC Children in Need, please visit www.bbc.co.uk/Pudsey