mobile for non-profits engaging donors on their turf kelly mcivor [email protected]...
TRANSCRIPT
ObjectivesIdentify the impact of mobile
Know the (successful) mobile techniques
Understand the pros and cons
Are you still using this?Use of cash declines 3% every year
Use of checks declines 9% per year
Security concerns
Manual
Your future donors use this
89% have phone
source: Pew Internet 2012, ComScore 201336%
64% have smartphone
s
75%
What is the impact?
source: Neilsen 2013, Smartphone owners
Text Messaging
Web Sites
Social Media
Applications
86%
82%
63%
62%
How to 'think mobile'In-the-Moment Engagement
Tell your story
Let them take action!
Text-Messaging
Text-to-GiveFast and Familiar
RestrictedLimitedAnonymous90-day proceeds
$350 - $1K/mo$.35 + 3.5%
Text-to-DonateLess restrictedUnlimited amountsDonor DataImmediate Proceeds
More steps to donate
$0 - $500/mo$1 + up to 7%
Mobile outreachCash4Kids: We've almost
reached our goal this month! As a past supporter we'd love your
help. Please donate at http://tfund.it/C4K. Thank you!
Ok! I just gave $50. Keep up the good work!
3-4 times per year
Mobile outreachTeachersNow.org:Protect
teacher salaries and class sizes! Call your rep at
206.555.1212 to say you support HB1122. Reply
STOP to end msgs.
Ok. I just called them!
1-2 times per month
Mobile outreach
1000 Marathon runners200 opt-in to text messages1 msg/wk for 5 months
Results:25% more likely to startRaised 50% more money
Success with text-messagingThink: Action
Know your audience
Capitalize on impulse
Clear call-to-action
Success with text-messaging
EventsIn-VenueDirect Mail
The call-to-action
FlyersBusiness Cards
Mobile Apps
Smartphone ApplicationsFor engagement and action
Complex to build/update
Promotional plan
App Stores and fees
Smartphone Applications
Micro-donation Apps
One Today by Google Give2Charity by Placed
Success with mobile appsThink: Engagement and Action
Update strategy
Promotional plan
Mobile Web
But we already have a website
vs.
But we already have a website
75% visit web sites
How they get there:SearchDirect to urlEmail newsletterSocial Media
vs.
Your donation page
15 - 20 fields
5 - 7 fields
What needs to happen
What needs to happen
What needs to happenSeparate site
RAZ MobileDuda MobileMoov WebCustom
$2K - $15K
Responsive site
JoomlaDrupalWordpressCustom
$15K-$40+K
What is this?Link physical and digital
Requires smartphone app
Link to Donate page
Free to create
QR code(Quick Response)
Success with mobile webThink: Information and Action
Prioritized content
Mobile-friendly forms
Direct, short URL uw.edu/give vs. www.washington.edu/giving/make-a-gift
The impact on email
The impact on emailLower open rates
Less click-through
Higher unsubscribes
Less engagement!
Success with emailMobile-friendly template
Text-heavy with larger font
Alternative text for images
Mobile Auctions
What is a 'Mobile' auction?
Silent Auctions only
Dedicated items
Bid from mobile device app web text-messaging
Why a 'Mobile' auction?Increase auction and donation proceeds
Anywhere bidding with outbid alerts
Reach beyond the auction floor
Payment completion
ConsiderationsRegistration/setup
Device requirements
Checkout
Data collection
Mobile coverage
ProvidersBiddingForGood
BidPal
HandBid
Ready Set Auction
More Mobile
Giving KiosksSecureGive
Qgiv
GivingKiosk
SimpleGive
Mobile Credit Card Reader
Square
Paypal
Intuit
PayAnywhere
In Conclusion
Start nowStart with text-to-donate
Can be added with minimal disruption
Then mobile webSeparate site, then as part of a re-design
Engage AppropriatelySMS – ActionMobile Web – Information and ActionApplications – Engagement and Action
