Transcript Less engagement!

Mobile for Non-Profits
Engaging donors on their turf
Kelly McIvor
[email protected]
206.673.2749
Objectives
Identify 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
64% have
smartphones
36%
source: Pew Internet 2012, ComScore 2013
What is the impact?
Text Messaging
86%
Email
82%
Web Sites
Social Media
Applications
75%
63%
62%
source: Neilsen 2013, Smartphone owners
How to 'think mobile'
In-the-Moment
Engagement
Tell your story
Let them take action!
Text-Messaging
Text-to-Give
Fast and Familiar
Restricted
Limited
Anonymous
90-day proceeds
$350 - $1K/mo
$.35 + 3.5%
Text-to-Donate
Less restricted
Unlimited amounts
Donor Data
Immediate Proceeds
More steps to donate
$0 - $500/mo
$1 + up to 7%
Mobile outreach
Cash4Kids: 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 outreach
TeachersNow.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 runners
Results:
200 opt-in to text messages 25% more likely to start
1 msg/wk for 5 months
Raised 50% more money
Success with text-messaging
Think: Action
Know your audience
Capitalize on impulse
Clear call-to-action
Success with text-messaging
The call-to-action
Events
In-Venue
Direct Mail
Flyers
Business Cards
Mobile Apps
Smartphone Applications
For 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 apps
Think: 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:
Search
Direct to url
Email newsletter
Social Media
Your donation page
15 - 20 fields
vs.
5 - 7 fields
What needs to happen
What needs to happen
What needs to happen
Separate site
Responsive site
RAZ Mobile
Duda Mobile
Moov Web
Custom
Joomla
Drupal
Wordpress
Custom
$2K - $15K
$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 web
Think: Information and Action
Prioritized content
Mobile-friendly forms
Direct, short URL
uw.edu/give vs. www.washington.edu/giving/make-a-gift
Email
The impact on email
The impact on email
Lower open rates
Less click-through
Higher unsubscribes
Less engagement!
Success with email
Mobile-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
Considerations
Registration/setup
Device requirements
Checkout
Data collection
Mobile coverage
Providers
BiddingForGood
BidPal
HandBid
Ready Set Auction
More Mobile
Giving Kiosks
SecureGive
Qgiv
GivingKiosk
SimpleGive
Mobile Credit Card Reader
Square
Paypal
Intuit
PayAnywhere
In Conclusion
Start now
Start with text-to-donate
Can be added with minimal disruption
Then mobile web
Separate site, then as part of a re-design
Engage Appropriately
SMS – Action
Mobile Web – Information and Action
Applications – Engagement and Action
Thank You
Kelly McIvor
[email protected]
206.673.2749