The Path To Mobile Engagement


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Presentation about mobile engagement for nonprofit fundraising: mobile optimized emails and web pages, especially donation forms; text fundraising; and apps.

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  • What are people doing now? Nonprofits? Fundraisers? Marketers?
  • White Paper on how to measure ROI on multichannel engagement Leave your card and I’ll sign you up for our email list & send presentation Blog at website, follow us on Twitter.
  • Retainer, implementation, strategy, some just project-based.
  • Website traffic from mobile devices, not including tablets, in North America. Since January 2009 it’s grown from .7% to 13.57% last month, in March 2013. From StatCounter Global Stats. Fun mobile stats: * Mobile phone users are rarely more than 4 feet away from their phone 75% of us take our smartphone into the bathroom with us (who DOESN’T do that?) 1billion smartphones worldwide; projections indicate there will be 7 billion by 2015 (so one for each of us!) 66% of Americans age 18–29 own smartphones 17% of mobile phone owners report doing most of their online browsing via phone. Many do so for convenience, though for some the phone is their only online access point.
  • Moving seamlessly from device to device But smartphones won’t replace laptops or other devices. Instead, people are using all kinds of screens – smartphones, tablets, laptops, and TVs – all the time, and often at the same time. You can’t think about mobile in a vacuum. It’s not about a website strategy vs. a mobile strategy, but rather about one strategy supported across a range of screens.
  • 61% of mobile users say they are unlikely to return to a site if it was hard to use. (Acart)
  • Before thinking about putting your resources behind going mobile, first determine how much of your website and email traffic is actually on a mobile devices. But remember – you’re already mobile. Whether you’re doing it well or not, people are coming to your site.
  • Before thinking about putting your resources behind going mobile, first determine how much of your website and email traffic is actually on a mobile devices. Use your Google Analytics to check stats. How many have Google Analytics on their website already? Place hidden 1x1 pixel – super fast and easy to do – in less than a day it will start tracking all your stats. Stats to check include the percentage of your traffic that is coming from mobile devices, which type of device, how many minutes they spend on the site, how many pages they view, etc. Then you’ll know which metrics you should be concerned about and know how to track your success (and show ROI to your team). You need to know your organization’s own benchmarks to know if what you’re going to try with mobile optimization is working.
  • Listed here in my order of priority.
  • Against testing on animals (vivisection), challenge match. Cornerstone campaign. Integrated campaign. Libby. Dynamic thermometer across all donation pages in the same campaign. Desktop form. Look at the mobile form, it’s basically the same form.
  • Thin screen, different display for gift amount (no radio buttons) Code detects the screen resolution of the device and serves up a mobile landing page rather than a regular landing page. Autofill from email message; name, address, etc would be autopopulated from information in the CRM.
  • Also mobile optimized the thank-you page Mobile IS social Social media strategies – completely interconnected with mobile. Seamless. Donordigital has created a tool that we use to create our clients’ social sharing buttons, and we’ll be creating a free public tool soon. Social Media Code Generator.
  • Check your results! Make sure you’re testing apples to apples so you know what you’re learning. Iterate based on what you learned. A/B testing.
  • Another recent campaign for PETA – non mobile optimized /desktop version. Another integrated campaign, trying to bring in 2013 new members in January for the new year. Also has a premium and a member card and thermometer. 5 ask amounts.
  • Removed the extra stuff (premium, photo, member card) Header simpler In Convio: must choose just 4 Gift Amounts so needed to change the ask string Continue using best practices for all donation pages, which is not to ask too many questions (landing page testing is a presentation for another day). Does have the monthly giving button. Would also autofill this from the email message. We would prefer to eliminate country, telephone Some just asking for zip code, others removing email address/phone number, take out emial opt int—just get it later. Paypal payment option or another checkout option that makes it even easier to check out.
  • Big caveat – with web pages, including landing pages like we just saw with donation forms, can serve up a completely different page. Code is detecting the device and can give you a different page with a different URL. Email – it’s the same message. It’s one email. So the design needs to look good on a desktop, tablet, iPhone, Droid, etc. What this usually means is designing for the smallest screen and then scaling up. Easily resized for various widths from desktop width (about 640 pixels across) to mobile width (about 320 pixels across). Thus, designs need to be as fluid and flexible as possible. Habitat For Humanity International mobile optimized email template.
  • Sidebars , if absolutely necessary, also need to be as clean and as simple as possible. Because we need the layout to be as fluid as possible, a solid background color and/or a single, solid, hairline border are strongly recommended over gradient or image backgrounds. The sidebar should be less than 280 pixels wide, so that it rests comfortably within the smaller 320 pixel mobile width. Keeping your sidebar on the slim side also means that your sidebar image won’t need to be resized and suffer from a subsequent loss of quality. Sidebars ideally stack above the main copy on mobile screens and, in a sense, become a sort of masthead with a headline and call-to-action up front. Because of this, it is recommended that sidebars be kept copy light and as succinct as possible Additionally, the mobile browser often resizes photographic images, creating a loss of image quality and text legibility. PETA Fat Kitty example – we did a mobile optimized message with a cat in the header and it was a thin cat in the mobile version and a fat cat in the desktop version.
  • Mastheads  need to be as clean, simple, and straightfoward as possible for resizing. This is best achieved by having a single logo or simple image, less than 300 pixels wide, be the sole occupant for the space.  Or, alternately (but not recommended) the logo can be placed in tandem with a short “live-text” headline using a “universal” font (such as Arial, Helvetica, Verdana, Times, Georgia, or Courier). Layout , because of its limited width, is best reduced to a single column. This means that the traditional desktop email layout (which often features large, photographic images and multiple sidebars) renders horribly on a mobile device, often with elements and multiple columns rendering as a confusing jumble. . Borders  are often used to wrap around entire email messages. In a mobile-optimized environment, these work best as a thin hairline of a single solid color (again, avoiding gradients or images). The  rounded corners  often seen in web and email design elements are not recommended because of cross-browser incompatibility and errors in rendering in the slimmer, mobile environments.
  • Technoserve E-newsletters – How many of you have ditched your organizational newletter? Recent Nielsen study, they looked at e-newsletter opens on mobile. 93% of people said they would be just as likely to read the e-newsletter on a desktop if that’s where they happened to open it. 1/3 said they would sometimes re-read the same issue of a newsletter on a a desktop after reading on a mobile device, to see the content on a bigger screen or to take an action. this project we actually just recreated something in a mobile friendly format. My designer and developer made me promise to tell you we don’t advise this design, but what the client wanted was exactly their e-newsletter transitioned as closely to mobile as possible. Make sure you change link destinations based on the screen the person is reading on – like send to a mobile optimized donation form if reading on a mobile device. If you don’t have resources to do a fancy mobile optimization project for your org’s enewsletter, just do single column. Always make it social – link to FB, Twitter, whatever.
  • Preheader when you read email on a cell phone, it displays the first 100 characters or so. Make them good! Don’t make it “If you’re having problems viewing this message, please click here.” Email On Acid – service to see how your emails render across platforms.
  •  How many of you know what your site looks like on mobile? HOW do you know how it looks on mobile? Hope there are enough people in the office with different phones and ask them to check? Totally a way to start. But there’s a service called to see how your web pages render on all operating systems, including mobile operating systems. Similar service for email called Email On Acid. I also just found a free way: GoMo. I was in the Stanford Band in college and served on the alumni board for three years, so I figure I can call them out. LIVE DEMO -
  • Mobile site: this is the that you often see on your phone. Content just for what mobile users want, full site that desktop users want. Linking “go to full site.” Lots of room for error. Google recommends responsive design – but each organization should decide for itself what is best.
  • not our client, but they’re a great example. Went with a mobile site for most of the site. Bounce rate from web page when viewed on mobile went down. Content available is pared down, options are pared down, with an eye to what someone wants when they’re mobile. Maintain two separate sites.
  • went with responsive design for their discussion boards. With this strategy, you only have one website. Hybrid option: create mobile pages for just some of your web pages, based on your Google Analytics (like starting with your donation pages and your home page). Do responsive design for other pages.
  • Text to Give – People were super excited about the possibility with this after the Haiti earthquake. Who here knows how this works? Who has done a campaign? Here’s how it works – you promote a shortcode and when people text that shortcode to a certain phone number, you give $5 or $10. It’s included on your cell phone bill the next month and the money is eventually distributed back to organizations through the Mobile Giving Foundation. No funds are taken by the cell phone companies, but you pay fees to other third party vendors along the way. This is my chance to put in pictures of Crissy Field! At the Parks Conservancy we worked with Give By Cell, which is based in San Francisco, because the National Park Service was working with Guide By Cell for ranger tours by cell. Describe campaign – give $5, show phone at Warming Hut for one-time 10% discount. Total flop. However, this channel isn’t working so well for fundraising.
  • Fundraising is a secondary method of engagement for your mobile list Bus shelter ads campaign combined with TV spots combined with a texting campaign. Live funding at an event, put up a thermometer, scroll donor names in real time Enhance responses in other channels Caveat here: don’t get donor info. You see their phone numbers but aren’t allowed to call them. Can take months to get the money. ROI is difficult. Don’t send people on a web page to a text-to-give. Send them to a donation form where you ask for more money, collect more of that money, faster, and know their name so you can thank them properly (and ask them again).
  • Trends: Second screen activity. For example, watching TV while checking Facebook on your smartphone. 47% of text donors last year were prompted by TV! 24% decrease in text-to-give programs in the past year – trend Iteration on that is when you have mobile numbers for your list and can push out messages, not just wait for them to text to give. Get phone numbers: gather on online forms and direct mail response forms, ask people to subscribe via a texted shortcode, and/or do a phone append of your file Then do multi-channel marketing. We’ve done A/B testing for our clients – if you have their phone numbers, much better to push out a link to a mobile optimized donation page rather than asking them to text to give. However, this channel isn’t working so well for fundraising, working better for advocacy (HRC messages in the past few weeks). And…program delivery.
  • Program delivery Find the closest site serving summer meals. Text your location and will tell you the closest site and open a map. Over 21 million kids in the US get a free or reduced-price school lunch, but just over 3 million get a summer meal. Received more than 24,000 messages and generated 1,000 calls to a hotline for more info.
  • Email open rates are going down. eNonprofit Benchmarks report just came out and in 2012 there was a 21% drop in email fundraising response rates (open rate is 13%), and an 8% drop in email advocacy response rates (open rate is 14%). $3,500 pilot cost for an all-inclusive campaign. The larger vendors have systems where they feed the data into your CRM through an API so people responding to texts are aligned with the email database and you can do integrated campaigns. They also have Twitter and Facebook integration. For Share Our Strength, people who come in through texting are fed into Convio and receive a welcome series of three email messages.
  • I promised I would talk about these. Who has a nonprofit app on their phone right now? What do you have? First – if I had to guess I would say your organization does not need an app. And probably the distraction and resources creating an app would take away from your org means it would be BAD to have an app. Also: nothing is free. Anything you might need on mobile could better be done with a mobile site or responsive website. BUT there are some cool nonprofit apps out there, and apps are sexy, so we have to talk about them. Spend 5X more time in apps as they do in mobile web browsers, so let’s talk about when you might want to consider capitalizing on that.
  • First Aid App – American Red Cross – hope you never need it, but it’s great to have it, and that nonprofit is the perfect org to provide it. Also great that you can download the content so you don’t need an internet connection, in case of a disaster. Golden Gate Park Field Guide tells you how to get around. Looks awesome but it’s only for iPhone, which makes me angry. Who has a Droid? Who has an iPhone? Who has a dumbphone? If you’re visitation-related, like Cal Academy or SFMOMA, or if you have geo-data, like the Golden Gate National Parks Conservancy. Who don’t have an app even though I told them they should. Also, Cal Academy has a Pocket Penguins app with a Penguin Cam. Seafood Watch – Monterey Bay Aquarium – you’re out at dinner and you want to check a specific piece of info super fast. You have a partner wanting to do it – like our client Share Our Strength had someone say they wanted to create an app and a sponsor who wants to donate 10 cents per download. It’s a totally unnecessary app, but eh. Remember you can’t ask for funds in iPhone apps
  • has an app where you enter your personal information about your own diagnosis. For the app I’m about to show you, for the California State Parks, you want to download the info and save it to your phone since there likely won’t be cell service in the parks. once you install – has a cookie already on your device with the log-on, so can provided a personalized experience. Personal Fundraising – so social, there’s a great white paper out about this now that I’ll include in the resources at the end of my deck. Artez Interactive surveyed thousands of Personal Fundraising users and found that if they were taking advantage of at least one mobile tool—either a mobile optimized peer to peer fundraising site or a fundraising app—raised 2.2 times money on the nonprofit’s behalf. If they used both the mobile web and a mobile app they raised 2.95 times more than the non-mobile group. Movember Mobile a great example – people could take pictures of their facial hair along the way and post and compete with others and it engages everyone more. At the very least if you’re doing personal fundarising it should be mobile optimized. Used to be a completely separate development process for apps – double the time & money to create one for iOS and one for Android. HTML 5/ CSS / PhoneGap – bulk development, one time for both platforms.
  • We use our phones on borrowed bits of time.
  • The Path To Mobile Engagement

    1. 1. The Path to MobileEngagement rgb=151,176,0 rgb=243,144,29 rgb=128,130,133Wendy MarinaccioSenior Account ExecutiveDonordigital@wendymarinaccio@donordigitalThe Foundation Center SFApril 18, 2013
    2. 2. About Donordigital• 14 years of focus on online fundraising and engagement rgb=151,176,0 rgb=243,144,29 rgb=128,130,133• Comprehensive range of services: fundraising and advocacy, search marketing, advertising, landing page testing, micro-site and web development, mobile optimization, social media integration• Understanding of integration of all direct response channels• Analytic capabilities to provide multi-channel reporting and analysis• Integrated fundraising service with our sister direct mail company, Mal Warwick Associates
    3. 3. Donordigital builds successful onlinefundraising and advocacy programs rgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    4. 4. Agenda• Why We Should Care rgb=151,176,0 rgb=243,144,29 rgb=128,130,133• Mobile Optimization o Landing pages/donation forms o Email messages o Websites• Text-to-Give• Apps• Questions & Resources
    5. 5. Mobile vs Desktop Usage in North America 100.00 90.00 rgb=151,176,0 rgb=243,144,29 rgb=128,130,133 80.00 70.00 60.00 50.00 Desktop 40.00 30.00 Mobile 20.00 10.00 0.00 2009-04 2009-07 2009-10 2010-01 2010-04 2010-07 2010-10 2011-01 2011-04 2011-07 2011-10 2012-01 2012-04 2012-07 2012-10 2013-01 - StatCounter Global Stats, March 2013
    6. 6. Conversion on Mobile rgb=151,176,0 rgb=243,144,29 rgb=128,130,133 - The New Multiscreen World, August 2012, Google
    7. 7. The Mobile Experience Matters rgb=151,176,0 rgb=243,144,29 rgb=128,130,133And 69% of consumers admit to using smartphones to filter theiremails. - Consumer Views on Email Marketing, 2012 BlueHornet
    8. 8. rgb=151,176,0 rgb=243,144,29 rgb=128,130,133So…what does all of this data mean?
    9. 9. First, Take A Breath20% of site traffic on mobile rgb=151,176,0 80% of site traffic NOT on rgb=243,144,29 rgb=128,130,133devices mobile devices36% of email opens on mobile 64% of email opens NOT ondevices mobile devicesDon’t drop everything for an immediate shift to mobile. Prioritize ROI.
    10. 10. Google Analytics Data rgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    11. 11. What IS Mobile Optimization?• Horizontal scrolling eliminated rgb=151,176,0 rgb=243,144,29 rgb=128,130,133• Text is large enough to read without zooming• Buttons and link are large and tap-friendly• Page loading happens quickly• Navigation is simple; content is easy to find
    12. 12. Mobile OptimizationPrioritize, Implement, Test, Iterate rgb=151,176,0 rgb=243,144,29 rgb=128,130,1331.Conversion pages (landing pages) • Donation forms • Email signup • Action taking pages2.Email3.The rest of your website • Mobile site • Responsive design
    13. 13. rgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    14. 14. rgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    15. 15. rgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    16. 16. rgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    17. 17. rgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    18. 18. rgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    19. 19. Mobile Optimization: E-Mail rgb=151,176,0 rgb=243,144,29 rgb=128,130,133 With Caveats
    20. 20. rgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    21. 21. rgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    22. 22. rgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    23. 23. Email Preheader rgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    24. 24. Check Your Site rgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    25. 25. Mobile Optimization: WebsiteTwo choices: rgb=151,176,0 rgb=243,144,29 rgb=128,130,1331.M obile WebsiteBuild a second website specifically adapted tomobile devices and redirect mobile browsers toit from the desktop site.2.Responsive DesignBuild one website that adapts its layout to thewidth of the browser window.
    26. 26. Mobile Optimization: WebsiteMobile Website: Responsive Design: rgb=151,176,0 rgb=243,144,29 rgb=128,130,133•Experience is fully •Easier to maintaintailored • Code•Faster load time • Content•Must mange cross- •User experiencelinking and redirecting compromises for both•Maintain two websites desktop & mobile users
    27. 27. rgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    28. 28. rgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    29. 29. Text To Give rgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    30. 30. Text To GiveBest practices May be better primarily as a tool to engage rgb=151,176,0 rgb=243,144,29 rgb=128,130,133 your list rather than to raise funds Multi-channel promotion Effort is part of a larger campaign Event fundraisingCaveats Gathering donor information Higher cost to raise $1
    31. 31. Text To Give rgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    32. 32. Text To Give rgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    33. 33. Text To GiveSMS Stats rgb=151,176,0 rgb=243,144,29 rgb=128,130,133 99% open rate 83% of messages read within 15 minVendors Mobile Commons mGive Give By Cell
    34. 34. Appsrgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    35. 35. AppsWhen an app kinda makes sense rgb=151,176,0 rgb=243,144,29 rgb=128,130,133• Your audience is asking for mobile access to specific functionality or content• You can offer value by tying into functionality that is only available on mobile devices (GPS, camera, etc.)• Your content/functionality is particularly well- suited to mobile (location-based, social, killing time)• You have lots of money and access to expertise in developing for iOS and Android
    36. 36. AppsWhen an app really makes sense rgb=151,176,0 rgb=243,144,29• Device-based storage or caching is essential for privacy or performance reasons• Your users will use the app when not online• The user experience is the most important thingWhen an app really really makes sense• Peer-to-peer fundraising (Walk/Run/ other personal fundraising opportunity)
    37. 37. Apps: Personal Fundraising rgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    38. 38. Apps: CalParks rgb=151,176,0 rgb=243,144,29 rgb=128,130,133
    39. 39. Take-aways1. Mobile is growing in importance, but is still rgb=151,176,0 rgb=243,144,29 rgb=128,130,133 overshadowed by other fundraising platforms.1. Supporters have ready access to mobile and will be turned off from any campaign if they have a negative experience.2. “Going mobile” can mean many, many things. While everyone should adopt some mobile best practices, there is no magic bullet answer across all nonprofits.
    40. 40. Mobile Resources• Donordigital Blog/Social Media & Mobile rgb=151,176,0 rgb=243,144,29 rgb=128,130,133 mobile/• Artez Interactive Mobile Matters: The Impact of Mobile Technology on Peer- Driven Fundraising Campaigns• From Network for Good and PayPal Why Mobile Matters: A Guide To The Mobile Web• Pew Research Center’s Internet & American Life Project Real Time Charitable Giving and others• Mobile Marketer – daily e-newsletter
    41. 41. Resources• Donordigital blog: rgb=151,176,0 rgb=243,144,29 rgb=128,130,133• Donordigital Twitter feed: @donordigital• Nonprofit Technology Network:• Association of Fundraising Professionals Golden Gate Chapter:• Showcase of Fundraising Innovation and Inspiration SOFII:
    42. 42. Have a question? rgb=151,176,0 rgb=243,144,29 rgb=128,130,133 Wendy Marinaccio Mwosi SwensonSenior Account Executive VP for Client We’ll find your answer.