Case Study: Mobile Giving at Live Events
The team over at mGive has just released a whitepaper based on their experience working with Alicia Keys and Keep a Child Alive. Some of the interesting bits:
During her concerts singer Alicia Keys stops halfway through her show, dims the house lights, and asks concertgoers to pull out their cell phone and donate $5 to Keep a Child Alive by texting ‘ALIVE’ to 90999. The instructions for the mobile donation appeal are displayed on all screens, and promoted throughout the venue with banners, flyers, and t-shirts. Keep a Child Alive continues to raise thousands of dollars at a majority of stops on the 33 city tour, with about a 6-12% response rate for venues of 15,000-20,000.
You can also download a copy of the whitepaper as a PDF.
Live Events have traditionally been great for nonprofits that can partner with artists. The response rates reported by mGive are respectable and by the looks of the whitepaper it looks like the team at Keep a Child Alive has it together, in particular, they are:
- Focusing on a specific call to action
- Having the main artist drive the call to action
- Supporting the call to action with large screens
- Supporting the call to action with readily available ancillary material
