5 Paths To Success With Mobile For Fundraising And Mobilization
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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.
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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
- 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!)
- 11. 1. “Mobile first” and optimizing
- 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
- 16. 2. Social media, SMS, apps, virtual reality
- 17. Mobile best source of direct FB donations (before FB Donate button)
- 18. Thanks: Lara Koch, Humane Society US
- 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
- 22. 3. Activism & engagement
- 23. DoSomething.org
- 24. Thanks: Freddie Bologno, DoSomething.org DoSomething.org: SMS activism for 15-25s
- 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
- 27. OVER 300,000 TEXT BABIES BORN (and you can’t put your baby on vibrate!)
- 28. 4. Fundraising
- 37. UNICEF Spain: SMS -> TMK 37
- 38. 38
- 39. Year SMS Monthly donors % converted 2009 26,312 1,090 7.16 2010 80,387 3,287 5.60 2011 194,607 3,454 5.08 2012 1,111,426 25,569 5.40 2013 793,638 20,050 6.56 2014 577,046 9,962 4.98 2015 ? TM conversion of SMS leads
- 40. Humane Society of the U.S. • Different PSMS environment • Explicit opt-in required to call • Media costs higher than UK
- 43. 5. What’s next • Snackable content • All-mobile experiences • Virtual reality
- 49. Fusing next generation payments, messaging platforms & story telling will be transformational…
- 50. Thanks: Paul de Gregorio, Open Fundraising
- 52. Thank you! Nick Allen Nuevo Fundraising nick@nuevofundraising.com +1-415-531-4262 skype: nickallen100
Hinweis der Redaktion
- How many people?
- 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.