Engaging Donors with Mobile Strategies for Non-Profits
This presentation delves into the impact of mobile technology on non-profit organizations, offering successful techniques and insights into donor engagement. Learn about the decline of traditional payment methods, the prevalence of mobile phone usage among future donors, and the effectiveness of text messaging in fundraising campaigns. Explore the benefits and challenges of incorporating mobile strategies and discover how to leverage mobile platforms to connect with donors effectively.
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Presentation Transcript
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 Use of checks declines 9% per year Security concerns Manual
Your future donors use this 89% have phone 64% have smartphones 36% source: Pew Internet 2012, ComScore 2013
What is the impact? 86% Text Messaging 82% Email 75% Web Sites 63% Social Media 62% Applications source: Neilsen 2013, Smartphone owners
How to 'think mobile' In-the-Moment Engagement Tell your story Let them take action!
Text-to-Give Fast and Familiar Restricted Limited Anonymous 90-day proceeds $350 - $1K/mo $.35 + 3.5%
Text-to-Donate Less restricted Unlimited amounts Donor Data Immediate Proceeds More steps to donate $0 - $500/mo $1 + up to 7%
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
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
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
Success with text-messaging Think: Action Know your audience Capitalize on impulse Clear call-to-action
Success with text-messaging The call-to-action Flyers Business Cards Events In-Venue Direct Mail
Smartphone Applications For engagement and action Complex to build/update Promotional plan App Stores and fees
Micro-donation Apps One Today by Google Give2Charity by Placed
Success with mobile apps Think: Engagement and Action Update strategy Promotional plan
But we already have a website 75% visit web sites How they get there: Search Direct to url Email newsletter Social Media
Your donation page 5 - 7 fields 15 - 20 fields vs.
What needs to happen Separate site Responsive site RAZ Mobile Duda Mobile Moov Web Custom Joomla Drupal Wordpress Custom $2K - $15K $15K-$40+K
What is this? Link physical and digital Requires smartphone app Link to Donate page Free to create QR code (Quick Response)
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
The impact on email Lower open rates Less click-through Higher unsubscribes Less engagement!
Success with email Mobile-friendly template Text-heavy with larger font Alternative text for images
What is a 'Mobile' auction? Silent Auctions only Dedicated items Bid from mobile device app web text-messaging
Why a 'Mobile' auction? Increase auction and donation proceeds Anywhere bidding with outbid alerts Reach beyond the auction floor Payment completion
Considerations Registration/setup Device requirements Checkout Data collection Mobile coverage
Providers BiddingForGood BidPal HandBid Ready Set Auction
Giving Kiosks SecureGive Qgiv GivingKiosk SimpleGive
Mobile Credit Card Reader Square Paypal Intuit PayAnywhere
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
Engage Appropriately SMS Action Mobile Web Information and Action Applications Engagement and Action
Thank You Kelly McIvor kelly@atomicmobile.com 206.673.2749
