share our strength’s mobile fundraising strategy jason wilson, associate director of digital...
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Share Our Strength’s Mobile Fundraising Strategy
Jason Wilson, Associate Director of Digital Communications
Share Our Strength - Washington, DC
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What’s in this presentationVisitors coming from mobile should surpass desktop traffic by mid-2014
Overview of our mobile experience and connections to fundraising
Why it’s so important to test everything
Why we have ditched text to give
How we plan our end of year campaign for success
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Mobile matters – mobile IS the Web
2010 2011 2012 2013 2014 20150%
10%20%30%40%50%60%70%80%90%
100%Mobile vs. Desktop Traffic Trends
% DesktopVisits% MobileVisits % Worldwide
Visitors coming from mobile should surpass desktop traffic by mid-2014
Worldwide data source – KCPB 2013 Internet Trends (http://www.kpcb.com/insights/2013-internet-trends)
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No Kid Hungry’s mobile user experience
Holiday Season Other Times of The Year
Different styles based on the time of year
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Donation Page TestingUsing testing, we’ve increased our conversion percentage on donation pages to nearly 25%.
A (control)conversion rate: 21.2%
B (2-column version) 10.5% conversion lift
C (cleaner, 2-column) 22.5% conversion lift
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Mobile donation page experienceWhat does this look like on mobile?
What are the best practices for us?
Make it “thumb friendly”
Larger buttons
The fewer fields, the better
Limit the amount of text
Plenty of space between fields
If your supporter is donating via mobile device, customize follow up communication
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Food Network case study
Does driving people to make donation through text-to-give do better than driving people to a mobile-friendly donation page in non-disaster scenarios?
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Food Network: Holiday 20127 times the amount of money raised from ads linking to mobile-friendly donation page vs. text to give.
How’d we do?
Text To Give: $12,490 raised from 1,249 gifts
Links Driving to Mobile-friendly page: $88,697 raised from 1,247gifts
Other benefits:
We received all donor information
About 30% of text to give donations never make it through
We don’t have to wait 3 months for the gifts to come in
What was the promotion? In simplest terms:
This…
vs. This.
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End of year fundraising
Rules we live by for end of year planning
Make it simple
Know your supporters – who is on your list? Are they donors already?
Test! Time of day, time of week, cultivation with appeal thrown in, celebrity inclusion
Reference earlier conversations with your supporters
Always include sharing options
Simple Message PlanningFind a sample editorial calendar at
http://nokidhungry.org/pdfs/editorial-calendar-sample.xlsx
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Specific plans around end of year texting
How the campaign breaks out
Number of sends: 5 in 6 weeks
What are we testing Time of the day
Day of the week
Send immediately before vs. after email
Using celebrity name in message
Suggesting a donation amount in the message
Number of groups: 3
How we plan our text messaging1. Develop a campaign strategy2. Develop email messaging3. Base timing and messaging of texts
on the email messaging
