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Donor Experience in Mobile & Tablet Age

Donor Experience in Mobile & Tablet Age. Roland Csaki 29-30th May 201 2. How to adapt our fundraising to the small but powerful new devices?. More people on the Earth have mobile phone than access to computer. “ Digital Marketing is not about the mobile phone but people becoming mobile . ”.

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Donor Experience in Mobile & Tablet Age

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  1. Donor Experience in Mobile & Tablet Age Roland Csaki 29-30thMay 2012 How to adapt our fundraising to the small but powerful new devices?

  2. More people on the Earth have mobile phone than access to computer

  3. “Digital Marketing is not about the mobilephone but people becoming mobile.”

  4. People will be online 7 days a week, 16 hours a day

  5. Wherever they are, whatever they do… They will be connected on a tiny screen … …to other people.

  6. Keeps your marketing up with the digital age? • Do you sell tickets online? • Are you on Facebook / Twitter? • Is your website optimized for mobile viewing? • Do you do Google Adwords (Grant)? • How large is your direct reach (email database)?

  7. Fundraising in the Digital Future • Walls between online and offline channels will fall • People on internet 24/7 • Endless varieties for multichannel integration • Every generation and demographic group will be available by any online means

  8. New digital language: „about YOU”

  9. 6 ways to increase your revenue online • Ask for… • Improve the efficiency of the online sales channel • Capture „leads” (contact details) • Integrate mobile & offline • Extend your points of sales • Cross-sell entry tickets

  10. Website: primary gateway for revenue generation

  11. Ask for donations Major failor: not asking for!

  12. Donate and join a community

  13. Fundraising Funnel Sign up Visit to the website Click on „Donate” Pay Loyalty communication: Keep the donor pay again

  14. Well Established Funnel Searching for picture Play a game Looking for information Sign up Pay Visitor & Donor

  15. Malfunctioning Website Funnel Searching for picture Play a game Looking for information Website Game player Facebook fan Donor

  16. Build database Capture emails

  17. Put your donation button above the „Fold”

  18. Missing Sign up for the event Email Name

  19. Build database Make Facebook friends

  20. ? Build database Make Facebook friends – but everywhere

  21. Build database Like everywhere

  22. Having FB fans isn’t enough, drive them to the website

  23. http://www.universum-bremen.de Webshop – step 1

  24. http://www.universum-bremen.de Webshop – step 2

  25. http://www.universum-bremen.de Webshop – step 3

  26. http://www.universum-bremen.de Webshop – step 4

  27. wwf.ruOne page signup & pay

  28. Extend your point of sales Ticket sales Restaurant Visitor exposed to offers in 2-3% of visit Gift shop Sales area Exhibition area

  29. Sell Ticket+coffee/lunch packages Book your personal guide online Voice guide (paid) Iphone/Android app Cross-selling

  30.  € Facebook: for love or money?

  31. Facebook: for love or money? • 700 million users, x million hours online • Donation tabs, Causes, apps available • Few fundraising success stories on FB • Mentally associated with FRIENDS and FREE • The Facebook Challenge: • Make money on a site people use but consider FREE

  32. NGO income via Social Networks Frank Barry, Blackbaud, http://www.netwitsthinktank.com/online-fundraising/facebook-is-great-but-does-it-really-work-for-fundraising.htm

  33. Typical example of Facebook fundraising result • MSF Spain: • Horn of Africa crisis • 100.000€ via Google AdWords • 120€ on Facebook landing page

  34. Having FB fans isn’t enough, drive them to the website

  35. Facebook – WWF Netherlands • 23.000 visits from Facebook to website (8 months) • 25 members + 250 leads (adoptions+address) • 0,1% conversion rate (visit/action) • Facebook visitors visit 1 page less on website than regulares

  36. . Facebook – WWF Canada - 44

  37. . Facebook – WWF Canada - 45

  38. WWF Austria – Climate Angel 2010 E-card campaign with donation button: click to WWF donation page results: • FB fan base grew from 3.000 to 6.800 • 32 adopters • 11.509€ costs • (ads cost 500€)

  39. WWF Austria – Climate Angel 2010 • Donation Button CTR: 15% • Conversion rate: • Website: 6,6% • FB app user to donor: 0,1%

  40. Avinash Kaushik’sSocial media measurement • Conversation Rate: Conversation Rate = # of audience comments (or replies) per post.   • Amplification Rate: Rate at which your followers share your content through their networks (shares, retweets) • Applause Rate: “like” button or 1+ button or favorite button on Twitter.   • Economic Value: Short and long-term revenue and cost savings.   http://www.kaushik.net/avinash/

  41. Smartphone Usage Behaviour

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