Darrell MacMullin & Jolie McMillian - Mobile for Nonprofits

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It is predicted that by 2013 mobile devices will replace personal computers as the preferred way that people access the internet. The exponential growth of the mobile web makes mobile strategy …

It is predicted that by 2013 mobile devices will replace personal computers as the preferred way that people access the internet. The exponential growth of the mobile web makes mobile strategy something that nonprofits cannot ignore. Darrell MacMullin will discuss how mobile technologies allow nonprofits to target new types of donors and reach existing donors in new ways. He will discuss some simple ways that nonprofits can get started reaching mobile donors and provide advice about how to launch new and engaging fundraising campaigns through the mobile channel.

Takeaways:
- A greater understanding of the growing importance of the mobile channel
- A few simple ways to attract mobile donors
- A glimpse into the future of mobile giving

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  • 1. Mobile SolutionsMay 19th, 2011
  • 2. A Typical Canadian Wallet 6/6PayPal Express Checkout and Mobile ECS 2 /20 11
  • 3. PayPal is an electronic wallet Online Mobile A way to pay or be paid 6/6 PayPal Express Checkout and Mobile ECS 3 /20 11
  • 4. CONSIDERATIONS FOR MOBILE • Build a Mobile website • Outsource to a partner or manage in-house • Build an appWHAT PATH ARE MERCHANTS TAKING? PayPal Mobile Confidential and Proprietary 4
  • 5. HOW ARE MOST MERCHANTS APPROACHING MOBILE ? Mobile Website-Why start with a mobile website? Easily found via web search; customers are automatically redirected and there is nothing to download Fast time to market , lower cost to develop Not device specific-agnostic, one dev supports all handsets Leverages your existing development Supports dynamic content 5
  • 6. USE A PROXY PARTNER? Proxy Partners scrape your existing website and create rules to reformat the content to fit mobile screens Can be economical to implement Speed to market (6-12 weeks) Partner handles all- little dependency on in-house resources Proxy sites must match your web page flow and content, so not always optimal on mobile Typically have longer pages with more scrollingApproximately 53% of merchants launch with a proxy partner 6
  • 7. CRUTCHFIELD –USES A PARTNER TO PROXY THEIR SITE (USEABLE NET) Data Reveals Strong Results: • 33.7% lift in site conversion over other payment types (Crutchfield A/B Testing) • 65% of PayPal mobile users are brand new to Crutchfield (Crutchfield Internal Data) • 30%+ Share of Checkout for PayPal on Crutchfield Mobile (Crutchfield/PP Internal Data) “Our data shows that Mobile Express Checkout not only drives conversion, but that it is delivering a significant amount of new customers.” – Todd Cabell, Senior Manager, Web Strategy “This is evidence that providing a fast and easy checkout is an integral part of the mobile shopping experience.” – Brendan Edgerton, VP Direct Marketing PayPal Mobile Confidential and Proprietary 7
  • 8. BUILDING AN OPTIMIZED MOBILE SITEThe best mobile sites are fully optimized for mobile use. They donot need to match your website page flow and content. They are more “mobile friendly”, and provide a superior user experience Pages are designed to reduce scrolling Sites are designed to speed the user through checkout Optimized sites can cost more to implement Need resources-staff. Can take 6-9 months for project and build Allows staff to develop a new skill set PayPal Mobile Confidential and Proprietary 8
  • 9. IS THERE AN APP FOR THAT?Cool FactorVisible-Icon sits on the desktopGreat User ExperienceDownload means customers are more loyal-Translates to repeat donations/ordersHardware access-ie cameraMore secure Ebay will transact over $4B in 2011 in Mobile Sales 9
  • 10. 1,300,000 Downloads 13,000,000 Sessions Nov 10 Nov 23 Dec 3 Dec 22 10
  • 11. DISADVANTAGES TO BUILDING APPS Cost: Can be expensive to custom develop apps Each app is unique to a specific platform Must drive download adoption Multiple versions Mobile site is Mass appeal, App is more of a niche play Most agree it is best to mobilize your site first and build one app for iphone to start 11
  • 12. OTHER SOLUTIONS-MOBILE WEB AND NATIVE APPS We are beginning to see more companies using cloud software services to publish content across all platforms Integrated mobile device Mgt into the cloud platform Keeps you independent from any mobile OS Delivers a fast and optimized user experience for each device (Connects to a rendering engine) Create websites that feel like apps These companies provide optimization tools which allow you to optimize images, audio, and video on the fly 12
  • 13. A SAMPLING OF OUR LIVE MOBILE CUSTOMERS Physical Goods Digital Goods/Intangibles ..and more PayPal Mobile Confidential and Proprietary 13
  • 14. SCREENSHOTSMobile Checkout Button Drives ConversionPayPal Mobile Confidential and Proprietary 14
  • 15. THE MOBILE WEB IS NOT THE WEBBuild the right user experience for your customers Try to build a unique mobile experience for your customers. Here are some suggestions on how to optimize a mobile site or app: • Minimize data entry and scrolling whenever possible: • Allow shoppers or those donating to find what they need with minimal clicks/scrolling • Use expandable sections when possible so most content fits on screen • Make sure links and buttons are large enough to click on with small screens • Place ‘Donate Button’ at top and bottom of the screen • Make donating or checking out fast and easy – leverage auto-populate functionality when possible and provide ‘progress bar’ at top. • Allow users to checkout as guests (without lengthy login) • Keep the design simple and clean- it is not necessary to put entire website offerings on a mobile device “It seems to me that PayPal is likely one of the best options for mobile sites — it helps to reduce the number of keystrokes, and most Web buyers already have established PayPal accounts” - Sucharita Mulpuru, VP & Principal Analyst, Forrester Research PayPal Mobile Confidential and Proprietary 15
  • 16. WHAT HAPPENS WHEN MOBILE SITES GO BAD?Build the right user experience for your customers Harris Interactive Survey of Mobile buyers (commissioned by Tealeaf): http://www.mobilecommercedaily.com/2011/03/29/failed-mobile-transactions-drive-consumers-to-competitors-survey High Mobile Expectations: • 80% expect the mobile experience to be at least as good as in-store shopping • 85% expect it to be at least as good as using a traditional PC Risk of Losing Customers: • 63% would be less likely to transact from the same company via other channels if they had a problem conducting a mobile transaction • 84% of consumers who have conducted a mobile transaction in the past year have experienced problems (e.g difficulty navigating, unable to complete order) Mounting Frustration: • Mobile users say they find mobile transaction problems more frustrating than going to the DMV or being stuck in traffic "PayPals innovations within Mobile Express Checkout emphasize speed (2-click checkout) / simplicity (in-context payments) / and user experience.” - Scott Devitt, Executive Director, Morgan Stanley PayPal Mobile Confidential and Proprietary 16
  • 17. Out in the woods or in the city, Its all the same tome. When Im drivin free, the worlds my home whenIm mobile” The Who PayPal Mobile Confidential and Proprietary 17