BBC Children in Need break mobile donation record with Fonix
BBC Children in Need selected Harvest and Fonix for the provision of the text donations and mobile gift aid solution for their 2014 campaign. 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.”