ObjectivesIdentify the impact of mobileKnow the (successful) mobile techniquesUnderstand the pros and cons
Are you still using this?Use of cash declines 3% every yearUse of checks declines 9% per yearSecurity concernsManual
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 EngagementTell your storyLet them take action!
Text-Messaging
Text-to-GiveFast and FamiliarRestrictedLimitedAnonymous90-day proceeds
$350 - $1K/mo$.35 + 3.5%
Text-to-DonateLess restrictedUnlimited amountsDonor DataImmediate ProceedsMore 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: ActionKnow your audienceCapitalize on impulseClear call-to-action
Success with text-messaging
EventsIn-VenueDirect Mail
The call-to-action
FlyersBusiness Cards
Mobile Apps
Smartphone ApplicationsFor engagement and actionComplex to build/updatePromotional planApp Stores and fees
Smartphone Applications
Micro-donation Apps
One Today by Google Give2Charity by Placed
Success with mobile appsThink: Engagement and ActionUpdate strategyPromotional 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 siteRAZ MobileDuda MobileMoov WebCustom
$2K - $15K
Responsive siteJoomlaDrupalWordpressCustom
$15K-$40+K
What is this?Link physical and digitalRequires smartphone appLink to Donate pageFree to create
QR code(Quick Response)
Success with mobile webThink: Information and ActionPrioritized contentMobile-friendly formsDirect, short URL uw.edu/give vs. www.washington.edu/giving/make-a-gift
The impact on email
The impact on emailLower open ratesLess click-throughHigher unsubscribes Less engagement!
Success with emailMobile-friendly templateText-heavy with larger fontAlternative text for images
Mobile Auctions
What is a 'Mobile' auction?
Silent Auctions onlyDedicated itemsBid from mobile device
app web text-messaging
Why a 'Mobile' auction?Increase auction and donation proceedsAnywhere bidding with outbid alertsReach beyond the auction floorPayment completion
ConsiderationsRegistration/setupDevice requirementsCheckoutData collectionMobile coverage
ProvidersBiddingForGoodBidPalHandBidReady Set Auction
More Mobile
Giving KiosksSecureGiveQgivGivingKioskSimpleGive
Mobile Credit Card Reader
SquarePaypalIntuitPayAnywhere
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