Mobile Interactive Group officials say the firm has secured “an exclusive 12 month contract with Shelter,” a housing and homeless charity in the United Kingdom.
Activity will begin with CRM and mobile Internet activity, MIG officials say, powered by MIDAS, in a move intended to “increase loyalty and retention of direct debit donors.” The campaign launches Aug. 20, according to the company.
Shelter has identified mobile as “a new opportunity” for conversing with their younger supporter demographic, MIG officials say, adding that charities encounter problems with users canceling direct debits after signing up online, on the street and through other channels: “The integration of mobile into the mix is designed to change this.”
MIG has created a CRM approach that enables Shelter to thank their donors monthly via SMS, and include in the text a snapshot of the work that their continuing donations contribute to. These SMS messages contain URLs to pages within a new mobile internet site, designed and built by MIG, called Shelter extra.
Shelter extra hosts fresh and regularly updated content, including downloads, Shelter celebrity supporter updates, competitions, information on how to get involved in Shelter events, such as the London Marathon, as well as campaign and volunteering information.
In May, the commercial training arm of the British Red Cross signed up to MIG’s Intelligent Marketing platform to employ digital marketing techniques to” increase sales of their nationwide first aid training courses,” Red Cross officials say.
The commercial training arm delivers courses at over 170 centers and in company premises for more than 120,000 people per annum, representing a significant part of the United Kingdom’s work force.
It intends to reduce operational costs, Red Cross officials say, by “extended use of digital communications, including digital brochures, e-mail and text messages through the platform, which will integrate with its established CRM tool Consensus.”
Red Cross officials describe it as “a strategic move away from traditional and reactive marketing to a more proactive approach,” by which Red Cross officials “hope to build an ongoing relationship with both businesses and delegates.”
Anne McColl of Red Cross Commercial Training said the organization sees “both cost savings and increased intelligence from using digital marketing. We have invested significant amounts in the past in CRM products and we needed the products and expertise from MIG to help deliver a cohesive marketing program.”
David Sims is a contributing editor for IoTevolutionworld. To read more of David�s articles, please visit his columnist page. He also blogs for IoTevolutionworld here.
