QR codes and their potential impact on fundraising in India

 

COVID brought many changes to fundraising. One of these was the humble QR (Quick Response) code.

In China, they have been used as a payment method for years for almost anything. Beyond payments, they have been used for downloads, interactive publishing, food ordering, and public check-ins too of course.

Beyond China, QR use has exploded around the world, going from a never-used curiosity to a daily ritual in many places.

DTV wanted to know whether they could have an impact on DRTV fundraising too. This is what we learned…

In some markets, their integration can be transformational

In Hong Kong, we see 12 x the volume of (already high) call response to DRTV. Conversion online is very high, helped by strong creative, emotionally-driven response and a mobile optimised, campaign-specific donation page.

The net benefit?

  • Phone response is as as strong as ever.

  • But QR codes are bringing in roughly the same (already strong) number of monthly donors as the phone.

  • AND they are bringing in big numbers of cash donors — enough to pay off most of the campaign expenses.

It’s not just Hong Kong either. The story is similar in Taiwan.

And in India…

“The scan-and-pay market is almost 25% of total donations….Many donors prefer to use QR codes as it is easy. A lion’s share of small donations comes through this route” says Atul Satija, CEO of GiveIndia and founder of The Nudge Foundation. Read more here.

Elsewhere the results are not as transformational, but QR codes still make a big difference

We see lower response and donor volumes in Korea and Australia, but small improvements to ROI from the additional donors who prefer not to call.

And we are using the response data for both remarketing campaigns, and custom audiences for social campaigns. So there is still a load of value in the non-converted response too.

The QR scans and donations help improve our overall online attribution estimates too.

How might QR codes be used in India and beyond?

For our current Direct Response TV advertisers, we can help our Clients improve their ROI and lift the performance of other digital campaigns by conducting a quick and simple test - adding the QR code on the screen and an audio call to action where possible too.

Not advertising on TV yet? No problem.

QR codes can also be used as a response device on print, posters, billboards, trains, buses, and direct mail too. The links can go to:

  • a donation form or landing page

  • a short film showing the work your donors have helped to deliver

  • a lead capture form for value exchange

  • or a ‘call me’ button linked to your telefundraising team

Want to know more? We are happy to help.

Just drop us a line and we can talk you through everything. From how to simply set up QR codes for your own testing, to how to incorporate them in your fundraising programmes.

You can reach us at helloindia@dtvgroup.asia at any time.

 
Debora Montesoro