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Mobile for Non-Profits

Mobile for Non-Profits. Engaging donors on their turf. Kelly McIvor kelly@atomicmobile.com 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

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Mobile for Non-Profits

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  1. Mobile for Non-Profits Engaging donors on their turf Kelly McIvor kelly@atomicmobile.com 206.673.2749

  2. Objectives • Identify the impact of mobile • Know the (successful) mobile techniques • Understand the pros and cons

  3. Are you still using this? • Use of cash declines 3% every year • Use of checks declines 9% per year • Security concerns • Manual

  4. Your future donors use this 89% have phone source: Pew Internet 2012, ComScore 2013 64% have smartphones 36%

  5. What is the impact? Text Messaging 86% Email 82% Web Sites 75% Social Media 63% Applications 62% source: Neilsen 2013, Smartphone owners

  6. How to 'think mobile' • In-the-Moment Engagement • Tell your story • Let them take action!

  7. Text-Messaging

  8. Text-to-Give • Fast and Familiar • Restricted • Limited • Anonymous • 90-day proceeds • $350 - $1K/mo • $.35 + 3.5%

  9. Text-to-Donate • Less restricted • Unlimited amounts • Donor Data • Immediate Proceeds • More steps to donate • $0 - $500/mo • $1 + up to 7%

  10. 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

  11. 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

  12. Mobile outreach 1000 Marathon runners 200 opt-in to text messages 1 msg/wk for 5 months Results: 25% more likely to start Raised 50% more money

  13. Success with text-messaging • Think: Action • Know your audience • Capitalize on impulse • Clear call-to-action

  14. Success with text-messaging The call-to-action • Flyers • Business Cards • Events • In-Venue • Direct Mail

  15. Mobile Apps

  16. Smartphone Applications • For engagement and action • Complex to build/update • Promotional plan • App Stores and fees

  17. Smartphone Applications

  18. Micro-donation Apps One Today by Google Give2Charity by Placed

  19. Success with mobile apps • Think: Engagement and Action • Update strategy • Promotional plan

  20. Mobile Web

  21. But we already have a website vs.

  22. But we already have a website • 75% visit web sites • How they get there: • Search • Direct to url • Email newsletter • Social Media

  23. Your donation page 5 - 7 fields 15 - 20 fields vs.

  24. What needs to happen

  25. What needs to happen

  26. What needs to happen • Separate site • RAZ Mobile • Duda Mobile • Moov Web • Custom • $2K - $15K • Responsive site • Joomla • Drupal • Wordpress • Custom • $15K-$40+K

  27. What is this? • Link physical and digital • Requires smartphone app • Link to Donate page • Free to create QR code (Quick Response)

  28. 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

  29. Email

  30. The impact on email

  31. The impact on email • Lower open rates • Less click-through • Higher unsubscribes • Less engagement!

  32. Success with email • Mobile-friendly template • Text-heavy with larger font • Alternative text for images

  33. Mobile Auctions

  34. What is a 'Mobile' auction? • Silent Auctions only • Dedicated items • Bid from mobile device • app • web • text-messaging

  35. Why a 'Mobile' auction? • Increase auction and donation proceeds • Anywhere bidding with outbid alerts • Reach beyond the auction floor • Payment completion

  36. Considerations • Registration/setup • Device requirements • Checkout • Data collection • Mobile coverage

  37. Providers • BiddingForGood • BidPal • HandBid • Ready Set Auction

  38. More Mobile

  39. Giving Kiosks • SecureGive • Qgiv • GivingKiosk • SimpleGive

  40. Mobile Credit Card Reader • Square • Paypal • Intuit • PayAnywhere

  41. In Conclusion

  42. 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

  43. Engage Appropriately SMS – Action Mobile Web – Information and Action Applications – Engagement and Action

  44. Thank You Kelly McIvor kelly@atomicmobile.com 206.673.2749

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