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Anytime, Anywhere: Getting the Message on Mobile April 4, 2016 Amy Gahran [email protected] @agahran
Anytime, Anywhere: Getting the Message
on Mobile
April 4, 2016
Amy Gahran [email protected]
@agahran
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Smartphones: fastest consumer adoption of any technology!
- Lee Rainie, Pew Research
(Me: Because mobile isinherently engaging.)
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What mobile engagement can look like…
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More community foundations doing cool local engagement
with mobile:
bit.ly/cfoundmobile
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Mobile is: Personal!!!
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Take Out Your Phones!
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A Better Mobile Experience
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Mobile =
Smartphones! (not tablets)
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Mobile = Crucial for Local
• Over half of local searches happen on mobile devices. (Search engines and apps)
• Community sites/campaigns often are NOT an optimal mobile experience
• Pages take more than 1-2 sec to download? Mobile users LEAVE!
• Especially on cellular data connections.
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Blogs Super easy to make
mobile friendly
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PDFs stink! (on mobile)
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Do you have to redesign your
website for mobile?….
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Google AMP: ampproject.org• Accelerated Mobile Pages • Open Source framework to create mobile-
optimized version of site • Up to 85% page load time savings • Better mobile search visibility • Developers can implement faster, cheaper • Doesn’t require site redesign • More at: bit.ly/kdmcfbg
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Mobile Content Distribution
Beyond Your Website
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Medium.com: bit.ly/knightvr
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ToxicNJ.com
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Medium via Mobile Web
App options Logged in
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Facebook!!!
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FB Instant Articles• Republish selected articles directly &
automatically within Facebook app • News sites and other article-style content • FB: Most popular and stickiest mobile app • Your community is already there. • April 12: Open to all publishers! • Integrates web analytics, e-mail signup forms • Free?….
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In Facebook mobile app
NOT mobile web browser!
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Mobile Giving
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Mobile Giving Options
• Text to give. Wireless carrier billing. Works on any cell phone (even dumb phones)
• Mobile donations. Credit card billing. Needs smartphone.
• Mobile web or apps, including crowdfunding. Needs smartphone.
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Hispanics in Philanthropy
Custom-built, mobile-friendly crowdfunding
platform
(web, not app)
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• Regular online giving events. • Supports, promotes broader campaigns like
Giving Tuesday. • Lots of resources, training (capacity building). • Cool prizes as perks: SW airline tickets, in-
kind contributions. • Matching funds. For every $1 HIP partners
offer as match, nonprofits raise $1.71.
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HIPGive features:
Texting + Giving = Instant generosity!(esp. with radio, TV, ads)
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Text-to-Give: How it works• Donor texts a keyword to a shortcode • Fixed donation amount only • Carrier billing: added to donor’s cell phone bill • Carrier & donation platform take their cut • You (eventually) get the money • Optional: Can build up your opt-in texting list • Simplest donor experience, works on any
cell phone
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Shortcode
Keyword
Response
Donor confirmation
Text-to-Give drawbacks • Time to receive funds: 90-120 days vs. 15
days (donors must pay phone bill) • Limited data for engagement: Cell # only • Higher transaction fees. • Lower fulfillment due to more failed
transactions • Most family, group, corporate plans are
ineligible. • Not compatible with discount cell resellers
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Mobile Donations: How it works• Texting/mobile web hybrid • Donor texts a keyword to a shortcode • Autoresponse text includes link to donate • Donor fills out mobile web form — flexible
donation amount! • Billed to credit card (or sometimes Paypal,
ApplePay, Google Wallet) • Minus fees (for platform, transactions)… • You get the money! (Higher avg donations)
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Keyword
Shortcode
Donation link (mobile web)
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Cell phone typing:
What could possibly go wrong?…
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Main Mobile DO’s• DO assume many/most users/donors are
on their phones • DO have mobile-friendly website or
campaign landing pages • DO promote mobile across all media! • DO use mobile-friendly e-mail templates! • DO post links to mobile-friendly content
in social media! (Reddit is great for local)
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