Mobile for Today’s Nonprofits
Presented by Tonia Zampieri &
Anusha Sethuraman – Smart Online, Inc. The developers of SmartOn™ Mobile solutions that will help bring your mission further with
mobile
Agenda
• The Big 4 in Mobile – Overview
• Today’s nonprofit challenges – how can mobile assist?
• Summary of Smart Online Whitepaper findings
• Mobile readiness assessment (handout)
• Additional nonprofit mobile resources
• Invent Your App Contest Announcement
• Q& A
Outcomes
• Understand the basics of mobile technology
• Know 4 categories of NPO mobile channel & give examples
• Identify your organization’s mobile readiness
• Create your own mobile roadmap (fundraising, advocacy, program delivery) success
• Learn about – ‘Invent your App’ contest
– Additional education/resources
The Big 4
• Completely different layout from static site
• Available via any mobile device w/Internet
• Start w/most critical calls to action
– Donation pages, volunteer opps, top programs
Soles4Souls.org Static website homepage
Soles4Souls.OrgMobile Website
Home Page Donate page Get Involved page
• Stands for ‘short message service’
• Use text messaging as form of communication
• Text2Give falls under this category
• MMS – Multimedia messaging service
– video, photo
Text4Baby Case Study(program delivery)
GoalTo reach low-income new mothers or mothers to be to promote maternal and child health
ActionText BABY (or BEBE in Spanish)to 511411 – free weekly texts•Timed to due date or • Baby’s date of birth
OutcomeHelp Moms take good care of themselves –
and their babies
• Major device OS (Apple, Android, BB, etc.)
• Deep engagement – 2 way
• Rich Engagement and Offline capabilities
• Integration with external databases
– contact management systems (no silos)
– Volunteer, gov’t officials, donation systems, etc
National Parks Conservation AssociationPrimary goals: increase email list & engagement w/org.
• Can be Text2Give, mobile website or app
• Must be integrated with existing campaign
• Marketing is KEY to success
Not mobile optimized Mobile optimized
Big 3 Questions to ask
• What is the desired outcome?
Define top 1-3 goals for next 12/18 months
• Who is the target audience?
• What are the channels needed based on the above?
• Idea: understand users
– What do they do with their phones?
– Causes and apps – how do they react?
• Showcase results
Surveyed ~300 consumers
Questions we asked
• Usage on smartphone vs. PC
• Mobile ‘unfriendly’ website – what do you do?
• Mobile app or mobile website?
• Used an app for a cause you care about?
Smartphones vs. PCs - Sales
• Smartphone sales beat PC sales
– 100.9 million Smartphones
– 92.1 million PCs (Q4 2010) *
* International Data Corp., 2010
Salvation Army App
• Social Justice ‘The Daily Cup’ App
– 190,000 downloads in 6 weeks
– Over 10% response rate *
This example reiterates the rate of proliferation of smartphones –you want to build your presence here, and quickly
* Salvation Army., 2010/2011
Smartphones vs. PCs –Usage• 72% open emails more often on their
phones or equally on their phones and computers
• 63% open social networking sites similarly
Always on my phone
Equally
More often on my phone
Less often on my phone
Don’t open emails on my phone
Mobile ‘Unfriendly’ Websites
Get frustrated and disengage
Leave the website and forget about it
Open it later on a computer
Zoom in and read information with difficulty
Comparison: Mobile Website or Apps
• 67% prefer app for utility
• 62% for social networking
• 26% for fundraising events/advocacy
• 21% used phones to support nonprofits
• 59% want to receive real time updates
Causes & Mobile – Consumer Reaction
World Wildlife Fund - Canada
• 10,000 downloads since Nov launch
• Promotes org news
• Goal – reach 1 million (5 yrs)
The Idea begins with You
• Invent Your App
• Submissions accepted till
April 30
• Voting begins – May 1
Your Brand. Your Supporters. Your App!
App Ideas
What are your next steps?
• Mobile readiness questionnaire
• Get informed! (beyond today)
• Get buy in, set a strategy, timeline & budget
• Develop mobile roadmap – build tiered plan
– 1st release, 2nd, etc. + maintenance
Mobile is here – doing nothing is NOT an option!
Additional Resources
• LinkedIn Groups:– Mobile Technology for nonprofit organizations
• Websites– http://www.mobilecommercedaily.com/– http://smartonmobile.com
• Blog on mobile email best practices, causes & mobile, etc.
• Notable Twitter handles:– @iheartcharity, @smartonmobile @NPOmobile– @NTENorg @NetSquared
Where do you stand today?
Appendix
Best Practices – Mobile Emails
• ‘View on Mobile Device’ link
• Single column layouts
• Branding and Calls to Action at the top
• Read blog article at• http://www.smartonline.com/smarton-products/smarton-mobile/best-practices-for-
creating-mobile-emails/
