TextText22Success! Success!
Ron WeberTrinet Internet Solutions, Inc.
Visit Booth #19
In January 2010, mobile giving raised over $30 million, compared to $4 million for 2009.
© 2010 Trinet Internet Solutions Inc.
Agenda• Industry Overview• 7 Steps to Strategies for Success!
© 2010 Trinet Internet Solutions Inc.
Today’s Trends
© 2010 Trinet Internet Solutions Inc.
Today’s Trends
Social MediaMicro-giving
Micro-Blogging
“Wired Wealthy”
Mobile Donations
© 2010 Trinet Internet Solutions Inc.
What’s the Reach?
Source: Mobile Web Design by Cameron Moll, Telephia
850M 1.5 B 2.7 BCurrently 68.7% of all American Mobile phone subscribers are active user of text messages.
© 2010 Trinet Internet Solutions Inc.
Mobile Industry Overview
• Mobile Industry Growing at 27% year over year
• 268 Million U.S. Mobile Subscribers in 2009
• 40 Million Smart Phones Sold in 2nd Quarter ’09
• US mobile phone users open more than 90% of the text messages they receive
Sources: The Nielsen Company, Apple, Venture Capital Companies
© 2010 Trinet Internet Solutions Inc.
4 Billion Text Messages sent PER DAY in the US!
© 2010 Trinet Internet Solutions Inc.
Sources: 2009 Social Media Revolution, 2009 CTIA Semi Annual Report
© 2010 Trinet Internet Solutions Inc.
+ =
© 2010 Trinet Internet Solutions Inc.
Mobile Giving
© 2010 Trinet Internet Solutions Inc.
Mobile Giving
How Does it Work?
“Give” to 50500 “Yes”
2) Confirmation Text1) Keyword Text Message
Opt-In
© 2010 Trinet Internet Solutions Inc.
Mobile Giving Overview
1st Year – 2007
Mobile Giving
Sources: Mobile Accord, USA Today, 2009, *Mobile Cause
$300,000
*Estimated $15 Billion in 2017?5
Nonprofits
In 2008, text2give raised 4 million for all nonprofits. January 2010, text2give has already raised 30 million + for nonprofits.
© 2010 Trinet Internet Solutions Inc.
Who is Using Mobile Giving?
© 2010 Trinet Internet Solutions Inc.
7 Strategies for Mobile1. Short-Term Events2. Matching Gifts3. Social Media4. Partnerships5. Text2Pledge6. Text2Broadcast7. Applications
© 2010 Trinet Internet Solutions Inc.
1) Short-Term Events
Since the HAITI Earthquake,* ADRA’s online and mobile fundraising initiatives have raised over 73% of 2009’s online initiatives.
*As of January 26, 2010© 2010 Trinet Internet Solutions Inc.
Short-Term Events Strategy
• Promote campaign at offline ministry events
• Promote campaign on radio or television
• Promote campaign on social networks, such as Facebook or Twitter
Medium: Large: Small:
Make sure to feature and integrate campaign in
marketing materials!
© 2010 Trinet Internet Solutions Inc.
2) Matching Gifts
Share our Strength partners with AT&T
• Goal: Provide relief to the 12.4 million children at risk of hunger in America
• Donate $5 by texting “SHARE” to 20222
• AT&T encouraged employees to volunteer and participate •Organized 32 food drives throughout the country •AT&T matched up to $100,000 in text2give initiatives
© 2010 Trinet Internet Solutions Inc.
Case Study: Toys For TotsHASBRO Match “Text 4 Tots” donation
• Text “TOY” to “90999” to donate $5 • HASBRO matched up to 150k texts.
+
© 2010 Trinet Internet Solutions Inc.
2) Matching Gifts Strategy
• Partner with an influential donor or “wired wealthy”
• Partner with a large corporation
• Partner with corporate employee matching donation program
•Partner with group of influential donors
Medium Tier: Large Tier: Small Tier:
Establish a realistic giving goal
© 2010 Trinet Internet Solutions Inc.
Over 70% of US online adults now participate in some form of social media activity.
Source: Forrester Research, 2009
3) Social Media
© 2010 Trinet Internet Solutions Inc.
YouTube Campaign
Open Doors USA Text to Send a Bible Campaign (Integrated w/YouTube Marketing Campaign)
+
=© 2010 Trinet Internet Solutions Inc.
Social Media Strategy
Medium: Large: Small:
• Post movies promoting campaigns on social media sites, such as YouTube
•Embed videos on blogs and different sites
• Encourage congregations to promote the films on their social media accounts and websites
• Encourage large scale websites to feature movie
• Contact and encourage influential ministry bloggers and sites to feature movie
Encourage your constituents to
“retweet” or embed your video
© 2010 Trinet Internet Solutions Inc.
Fox Q13 and Food Lifeline partners for the 5th Annual Children's Holiday Campaign
© 2010 Trinet Internet Solutions Inc.
4) Partnerships
Partnerships Strategy
• Partner with local TV and newspapers to promote campaign
• Develop relationships with local journalists
• Partner with National TV Programs and Publications to promote and feature campaign
• Leverage celebrities
• Partner with regional television programs and large publications
Medium Tier: Large Tier: Small Tier:
Don’t be afraid to leverage
relationships!
© 2010 Trinet Internet Solutions Inc.
5) Text2PledgeAllows constituents to PLEDGE a donation amount.
Image Sources: Apple, MVGR
+ =• Receive Larger Mobile Donations• 80% Response Rate
© 2010 Trinet Internet Solutions Inc.
6)Text2Broadcast
Allows nonprofits to send constituents a text message.
Image Source: Apple© 2010 Trinet Internet Solutions Inc.
Why is Text2Broadcast effective?
• Requires constituents to opt-in.
• Reach anyone, anytime and anywhere.
• Over 90% SMS Open Rate.*
• Share News, Updates, Donation Opportunities
Source: Mobile Marketing USA, Gartner Research
© 2010 Trinet Internet Solutions Inc.
Hope For The Heroes
Image Source: Apple© 2010 Trinet Internet Solutions Inc.
Text2Broadcast Opportunities
• Share Donation & Volunteer Opportunities• Share Breaking News• Share Site Updates• Share Inspirational Messages
© 2010 Trinet Internet Solutions Inc.
7) Applications
*Source: Mobile Marketer
According to industry experts,* mobile ads are three-to-five times more effective than online.
© 2010 Trinet Internet Solutions Inc.
Smartphone Sales in North America Grew 69!%
Source: Gartner Research, 2009
© 2010 Trinet Internet Solutions Inc.
Smartphone Industry
iPhone Market
Sources: Goldman Sachs Research, Apple
20072 million
20087 million
200920 million
201040 million
• iPhone is most popular mobile phone in the US
• 100,000+ iPhone Applications
© 2010 Trinet Internet Solutions Inc.
TBN
© 2010 Trinet Internet Solutions Inc.
Apple’s first live network streaming mobile application.• Live Streaming of Television Shows and Network Channels • Integrated Brand Promotion, which helps encourage donations
GoPlanit.com’s Pet Earth Application
Source: Acu.edu© 2010 Trinet Internet Solutions Inc.
• Application Features: Earth is Your Virtual Pet and You Take Care of It• Applications donates a portion of the retail price and ad revenue to plant trees
Can You Meet Me Half Way?
Image Source: Apple
iPad, 2010
• Will Create More Demand for Mobile Applications
© 2010 Trinet Internet Solutions Inc.
Mobile Application Opportunities
• Volunteer Applications• Interactive Games• Connect Constituents • Share Videos, Photographs, Event Highlights &
News
© 2010 Trinet Internet Solutions Inc.
Mobile Friendly WebsiteAccording to Gartner Research, “by 2013, mobile phones WILL OVERTAKE PCs as the most common Web access device worldwide.”
© 2010 Trinet Internet Solutions Inc.
Mobile Friendly Website
© 2010 Trinet Internet Solutions Inc.
Livestrong.org
Jumping to NEW Heights with Mobile!
Steps for Mobile Success
1. Filter: Strategize and determine unique and engaging content.
2. Focus: Create appealing content, including voice response channels, segmented content paths and SMS alerts to engage target audience.
3. Adjust: Tailor the mobile content to continually reflect the changing needs and desires of your target audience.
© 2010 Trinet Internet Solutions Inc.
Make Mobile Part Of Your IMC Plan!
Awareness
Knowledge
Interest
Trial
LoyalConstituent
Mobile - Radio/TV/Print/Direct Mail – Email/Banner Ads/SEO –SEM/Facebook/Twitter
Visit YOUR WEBSITE
Attends Ministry
Donation
Goal 1:
Goal 2:
Goal 3:
Integrated Marketing Communications
© 2010 Trinet Internet Solutions Inc.
Trinet Internet Solutions, Inc.
• Visit Booth #19
• Mobile Giving Provider
© 2010 Trinet Internet Solutions Inc.
Evaluation Code: 244How Was this Session?
Call In Text Online
Call 404.939.4909Enter Code 244
Text 244 to 69866 Visit nten.org/ntc-evalEnter Code 244
Session feedback powered by:
Tell Us and You Could Win a Free 2011 NTC Registration!