Sending a text message is the easiest way for new supporters to connect with your cause. Nick Allen talked about how to maximize mobile donations and how mobile activist networks run by organizations like the Humane Society and No Kid Hungry are recruiting new supporters. Nick also shared the first US test of a mobile strategy that’s recruited thousands of new monthly donors in the UK by inviting people to send a text message for info, triggering a phone call from the nonprofit.
5 Paths To Success With Mobile For Fundraising And Mobilization
1. 5 Paths To Success With
Mobile for Fundraising
and Mobilization
presented by
Nick Allen
Nuevo Fundraising
#SM4NP - Social Media for Social Good
San Francisco, November 16, 2015
2. A few principles…
• Mobile is eating the world
• Mobile = social = global
• If you don’t look good on mobile,
you don’t exist
3.
4.
5.
6. Mobile…
• Always on
• We’ve all got one
• Always close
• All can send SMS
• SMS in seconds
• Response is frictionless…
7. Mobile first
• How many of your email opens are on
mobile?
• How many of your Web visits on
mobile?
• How many responses on mobile?
(donations, petition signatures, event
reg, FB, Twitter)?
8. Humane Society of the U.S.
•January 2011 mobile traffic:
7%
•January 2015: 57%
•75% smartphone
•25% tablet
Thanks: Lara Koch, Humane
Society of the United States
9. Mobile gifts
• 2011: 2% of gifts, 1% of $$$
• 2014 First Gifts: 20% of gifts, 16% of $$$
• 2014 Sustaining: 23% of gifts, 21% of $$$
• Fully mobile site, major focus, staffing
10. 5 paths
1. “Mobile first” & optimizing Web and
email
2. Social media, SMS, apps, virtual
reality
3. Activism & engagement
4. Fundraising
5. Keeping up (even innovating!)
15. Optimizing
• Make emails easy to read & click on
• Make pages easy to read, large fonts
• Make forms easy to fill out with a
finger
• Do you need all that info? Minimize
number of fields
21. Should we build an app?
• Do you have information/content that your
supporters want to access at least several
times a week?
• Do you have the staff and budget to build,
maintain, and upgrade it?
• For 99% of NGOs, focus on mobile Web, not
apps
25. Pregnancy Text
Impregnate my WHAAAA???
• Goal: start the conversation
• Focus on what’s 10 mins away, not 10 yrs away
• Girls “impregnate” boys’ mobiles
So we created a campaign, targeting boys – where we asked girls to impregnate their guy friends phones. So for an entire day – about 12 hours – you have this annoying baby who wakes you up at 6:30am, spits up on your shirt, and needs to be fed at lunchtime.
And we can do more.
We can add street theatre. We’re talking about propositions and props that make the experience more intriguing and engaging for the public.
Things that bring alive the complex problems and solutions that charities deal with every day.
Creating something memorable, so that when we ask for a monthly gift we’re building on something – rather than starting from scratch.
There is nothing new in this. But we have found that by enhancing the street experience for the potential donor we get better results.
Ustedes probablemente saben lo que UNICEF ha estado haciendo con SMS. El Hormiguero ha hablado de UNICEF en dos ocasiones, pidiendo a la gente a enviar un SMS donación de 1,2 euros. UNICEF ha recibido casi 500.000 donacions SMS. Eso es € 600.000 de los SMS.