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NTC 2010_Trinet Internet Solutions_Mobile Giving
 

NTC 2010_Trinet Internet Solutions_Mobile Giving

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Learn 7 strategies to implement a successful mobile campaign into your nonprofit’s communications program. From text2give to text2broadcast, several of the nation’s most respected nonprofits have ...

Learn 7 strategies to implement a successful mobile campaign into your nonprofit’s communications program. From text2give to text2broadcast, several of the nation’s most respected nonprofits have integrated mobile campaigns into their regular marketing strategy. This session will highlight key takeaways from these nonprofits and how these case studies parallel high level strategy recommendations. Additionally, this presentation will highlight new media strategies and how nonprofits can implement these tools to engage constituents either through a PC or mobile phone.

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    NTC 2010_Trinet Internet Solutions_Mobile Giving NTC 2010_Trinet Internet Solutions_Mobile Giving Presentation Transcript

    • Text 2 Success! Ron Weber Trinet Internet Solutions, Inc. Visit Booth #19
    • In January 2010, mobile giving raised over $30 million , compared to $4 million for 2009. © 2010 Trinet Internet Solutions Inc.
    • Agenda
      • Industry Overview
      • 7 Steps to Strategies for Success!
      © 2010 Trinet Internet Solutions Inc.
    • Today’s Trends © 2010 Trinet Internet Solutions Inc.
    • Today’s Trends Social Media Micro-giving Micro-Blogging “ Wired Wealthy” Mobile Donations © 2010 Trinet Internet Solutions Inc.
    • What’s the Reach? Source: Mobile Web Design by Cameron Moll, Telephia 850M 1.5 B 2.7 B Currently 68.7% of all American Mobile phone subscribers are active user of text messages. © 2010 Trinet Internet Solutions Inc.
    • Mobile Industry Overview
      • Mobile Industry Growing at 27% year over year
      • 268 Million U.S. Mobile Subscribers in 2009
      • 40 Million Smart Phones Sold in 2 nd Quarter ’09
      • US mobile phone users open more than 90% of the text messages they receive
      Sources: The Nielsen Company, Apple, Venture Capital Companies © 2010 Trinet Internet Solutions Inc.
    • 4 Billion Text Messages sent PER DAY in the US! © 2010 Trinet Internet Solutions Inc. Sources: 2009 Social Media Revolution, 2009 CTIA Semi Annual Report
    • © 2010 Trinet Internet Solutions Inc.
    • + = © 2010 Trinet Internet Solutions Inc. Mobile Giving
    • © 2010 Trinet Internet Solutions Inc. Mobile Giving
    • How Does it Work? “ Give” to 50500 “ Yes” 2) Confirmation Text 1) Keyword Text Message Opt-In © 2010 Trinet Internet Solutions Inc.
    • Mobile Giving Overview 1 st Year – 2007 Mobile Giving Sources: Mobile Accord, USA Today, 2009, *Mobile Cause $300,000 *Estimated $15 Billion in 2017? 5 Nonprofits In 2008, text2give raised 4 million for all nonprofits. January 2010, text2give has already raised 30 million + for nonprofits . © 2010 Trinet Internet Solutions Inc.
    • Who is Using Mobile Giving ? © 2010 Trinet Internet Solutions Inc.
    • 7 Strategies for Mobile
      • Short-Term Events
      • Matching Gifts
      • Social Media
      • Partnerships
      • Text2Pledge
      • Text2Broadcast
      • Applications
      © 2010 Trinet Internet Solutions Inc.
    • 1) Short-Term Events Since the HAITI Earthquake,* ADRA’s online and mobile fundraising initiatives have raised over 73% of 2009’s online initiatives. *As of January 26, 2010 © 2010 Trinet Internet Solutions Inc.
    • Short-Term Events Strategy
      • Promote campaign at offline ministry events
      • Promote campaign on radio or television
      • Promote campaign on social networks, such as Facebook or Twitter
      Medium: Large: Small: Make sure to feature and integrate campaign in marketing materials! © 2010 Trinet Internet Solutions Inc.
    • 2) Matching Gifts Share our Strength partners with AT&T
      • Goal: Provide relief to the 12.4 million children at risk of hunger in America
      • Donate $5 by texting “SHARE” to 20222
      • AT&T encouraged employees to volunteer and participate
        • Organized 32 food drives throughout the country
        • AT&T matched up to $100,000 in text2give initiatives
      © 2010 Trinet Internet Solutions Inc.
    • Case Study: Toys For Tots
      • HASBRO Match “Text 4 Tots” donation
      • Text “TOY” to “90999” to donate $5
      • HASBRO matched up to 150k texts.
      + © 2010 Trinet Internet Solutions Inc.
    • 2) Matching Gifts Strategy
      • Partner with an influential donor or “wired wealthy”
      • Partner with a large corporation
      • Partner with corporate employee matching donation program
      • Partner with group of influential donors
      Medium Tier: Large Tier: Small Tier: Establish a realistic giving goal © 2010 Trinet Internet Solutions Inc.
      • Over 70% of US online adults now participate in some form of social media activity.
      Source: Forrester Research, 2009 3) Social Media © 2010 Trinet Internet Solutions Inc.
    • YouTube Campaign Open Doors USA Text to Send a Bible Campaign (Integrated w/YouTube Marketing Campaign) + = © 2010 Trinet Internet Solutions Inc.
    • Social Media Strategy Medium: Large: Small:
      • Post movies promoting campaigns on social media sites, such as YouTube
      • Embed videos on blogs and different sites
      • Encourage congregations to promote the films on their social media accounts and websites
      • Encourage large scale websites to feature movie
      • Contact and encourage influential ministry bloggers and sites to feature movie
      Encourage your constituents to “retweet” or embed your video © 2010 Trinet Internet Solutions Inc.
    • Fox Q13 and Food Lifeline partners for the 5th Annual Children's Holiday Campaign © 2010 Trinet Internet Solutions Inc. 4) Partnerships
    • Partnerships Strategy
      • Partner with local TV and newspapers to promote campaign
      • Develop relationships with local journalists
      • Partner with National TV Programs and Publications to promote and feature campaign
      • Leverage celebrities
      • Partner with regional television programs and large publications
      Medium Tier: Large Tier: Small Tier: Don’t be afraid to leverage relationships! © 2010 Trinet Internet Solutions Inc.
    • 5) Text2Pledge Allows constituents to PLEDGE a donation amount. Image Sources: Apple, MVGR + =
      • Receive Larger Mobile Donations
      • 80% Response Rate
      © 2010 Trinet Internet Solutions Inc.
    • 6)Text2Broadcast Allows nonprofits to send constituents a text message. Image Source: Apple © 2010 Trinet Internet Solutions Inc.
    • Why is Text2Broadcast effective ?
      • Requires constituents to opt-in.
      • Reach anyone, anytime and anywhere.
      • Over 90% SMS Open Rate.*
      • Share News, Updates, Donation Opportunities
      Source: Mobile Marketing USA, Gartner Research © 2010 Trinet Internet Solutions Inc.
    • Hope For The Heroes Image Source: Apple © 2010 Trinet Internet Solutions Inc.
    • Text2Broadcast Opportunities
      • Share Donation & Volunteer Opportunities
      • Share Breaking News
      • Share Site Updates
      • Share Inspirational Messages
      © 2010 Trinet Internet Solutions Inc.
    • 7) Applications *Source: Mobile Marketer According to industry experts,* mobile ads are three-to-five times more effective than online. © 2010 Trinet Internet Solutions Inc.
      • Smartphone Sales in North America Grew 69!%
      Source: Gartner Research, 2009 © 2010 Trinet Internet Solutions Inc. Smartphone Industry
    • iPhone Market Sources: Goldman Sachs Research, Apple 2007 2 million 2008 7 million 2009 20 million 2010 40 million
      • iPhone is most popular mobile phone in the US
      • 100,000+ iPhone Applications
      © 2010 Trinet Internet Solutions Inc.
    • TBN © 2010 Trinet Internet Solutions Inc. Apple’s first live network streaming mobile application.
      • Live Streaming of Television Shows and Network Channels
      • Integrated Brand Promotion, which helps encourage donations
    • GoPlanit.com ’s Pet Earth Application Source: Acu.edu © 2010 Trinet Internet Solutions Inc.
      • Application Features: Earth is Your Virtual Pet and You Take Care of It
      • Applications donates a portion of the retail price and ad revenue to plant trees
    • Can You Meet Me Half Way? Image Source: Apple iPad, 2010
      • Will Create More Demand for Mobile Applications
      © 2010 Trinet Internet Solutions Inc.
    • Mobile Application Opportunities
      • Volunteer Applications
      • Interactive Games
      • Connect Constituents
      • Share Videos, Photographs, Event Highlights & News
      © 2010 Trinet Internet Solutions Inc.
    • Mobile Friendly Website According to Gartner Research, “by 2013, mobile phones WILL OVERTAKE PCs as the most common Web access device worldwide.” © 2010 Trinet Internet Solutions Inc.
    • Mobile Friendly Website © 2010 Trinet Internet Solutions Inc. Livestrong.org
    • Jumping to NEW Heights with Mobile!
    • Steps for Mobile Success
      • Filter: Strategize and determine unique and engaging content.
      • 2. Focus: Create appealing content, including voice response channels, segmented content paths and SMS alerts to engage target audience.
      • 3. Adjust: Tailor the mobile content to continually reflect the changing needs and desires of your target audience.
      © 2010 Trinet Internet Solutions Inc.
    • Make Mobile Part Of Your IMC Plan! Awareness Knowledge Interest Trial Loyal Constituent Mobile - Radio/TV/Print/Direct Mail – Email/Banner Ads/SEO –SEM/Facebook/Twitter Visit YOUR WEBSITE Attends Ministry Donation Goal 1: Goal 2: Goal 3: Integrated Marketing Communications © 2010 Trinet Internet Solutions Inc.
    • Questions [email_address]
    • Trinet Internet Solutions, Inc.
      • Visit Booth #19
      • Mobile Giving Provider
      © 2010 Trinet Internet Solutions Inc.
    • www.trinetsolutions.com [email_address] Visit Booth #19 © 2010 Trinet Internet Solutions Inc.
    • Evaluation Code: 244 How Was this Session? Call In Text Online Call 404.939.4909 Enter Code 244 Text 244 to 69866 Visit nten.org/ntc-eval Enter Code 244 Session feedback powered by: Tell Us and You Could Win a Free 2011 NTC Registration!