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NTC 2013 - Mobile Matters: The impact of mobile technology on fundraising

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Does having a smartphone or tablet make you a better fundraiser when raising money for good causes? Do mobile visitors to charity websites donate through mobile devices? We dove into the data to …

Does having a smartphone or tablet make you a better fundraiser when raising money for good causes? Do mobile visitors to charity websites donate through mobile devices? We dove into the data to answer those questions, analyzing over 86,000 participants in North American charity campaigns and hundreds of thousands of individual donations. We discovered mobile-optimized supporters were significantly more successful at raising money. Review this session to learn more about the metrics behind mobile fundraising and how non-profit organizations like yours are reaching out to mobile-optimized audiences!

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  • 40% of our internet time is spend on mobile devices!!!
  • http://www.walkersands.com/quarterlymobiletraffic Walker Sands,
  • http://icebreakerconsulting.com/mobile-e-commerce-sales-reach-new-heights-during-2012/
  • http://icebreakerconsulting.com/mobile-e-commerce-sales-reach-new-heights-during-2012/
  • Currently 18.5% March – April
  • 350% increase in under 2 years!
  • http://marketingland.com/report-nearly-40-percent-of-internet-time-now-on-mobile-devices-34639
  • Knotice biannual report says 41 percent of commercial emails were opened on mobile devices in the second half of 2012
  • 23,000 users, 25-34 age range
  • Research also indicates that women are more active on Facebook than men. For example, a Pew survey estimated that women average 21 updates a month, as compared to 6 updates for men.
  • Women 35-54 most active in social networking on a mobile device.
  • AFP & Kaptivate http://www.afpnet.org/Audiences/ReportsResearchDetail.cfm?ItemNumber=5699
  • "Mobile first" and "unobtrusive JavaScript"/"progressive enhancement" (strategies for when a new site design is being considered) – Dynamic CSS
  • http://changemarketing.ca/2013/01/24/infographic-why-you-need-to-go-mobile/ Google
  • http://threemotion.co.uk/the-power-of-online-video-the-stats-2013/
  • http://blog.eloqua.com/online-video-marketing-statistics/
  • 23,000 users, 25-34 age range
  • http://storify.com/undp/mdgmomentum-twitter-rally-for-the-millennium-deve
  • BEARDATHON.CA
  • BEARDATHON.CA
  • http://pinterest.com/pin/280489883012396806/
  • Georgetown University's Centre for Social Impact Communication and Waggener Edstrom Worldwide have a published a very interesting study, Digital Persuasion: How Social Media Motivates Action and Drives Support for Causes.
  • Transcript

    • 1. Mobile Matters: Theimpact of mobile technologyon peer-driven fundraising#13ntcMobilClaire Kerr@snotforprofit
    • 2. @snotforprofit #13ntcmobil#13ntcmobil @snotforprofit @artezonline
    • 3. The “post-PC” era?#13ntcmobil @snotforprofit @artezonline
    • 4. So apparently, 75% of us …#13ntcmobil @snotforprofit @artezonline
    • 5. What’s wrong with 25% of you … ?#13ntcmobil @snotforprofit @artezonline
    • 6. 1 in 4 hits to a website are from mobile devices! Traffic in the US#13ntcmobil @snotforprofit @artezonline
    • 7. What about ecommerce? Overall Traffic Overall US eCommerce 23% 11% Percentage mobile …#13ntcmobil @snotforprofit @artezonline
    • 8. By the end of 2013 … Mobile eCommerce is on the rise! 15% $38.4 billion#13ntcmobil @snotforprofit @artezonline
    • 9. What about the charitable sector? A data pool of millions of unique visitors to charity & NPOs pages#13ntcmobil @snotforprofit @artezonline
    • 10. Charity & NPO fundraising & donation pages Over 15% of traffic is from mobile devices…#13ntcmobil @snotforprofit @artezonline
    • 11. Charity/NPO fundraising & donation pages But, wait FRESH STATS! 18-20% of traffic is from mobile devices – April 2013#13ntcmobil @snotforprofit @artezonline
    • 12. Charity/NPO fundraising & donation pages 18-20% of traffic is from mobile devices… Up from 4% in 2011#13ntcmobil @snotforprofit @artezonline
    • 13. The plan today … ! • DATA: How do participants in peer- driven campaigns use mobile tech? • DATA: How do donors use mobile tech? • DATA: What do we know about mobile visitors to charity & NPO websites?#13ntcmobil @snotforprofit @artezonline
    • 14. The plan today … ! • INSIGHTS: What makes a mobile- integrated campaign successful (or a #fail)? • INSIGHTS: What’s “trending” in the world of mobile technology & fundraising?#13ntcmobil @snotforprofit @artezonline
    • 15. What drives mobile traffic to charity pages? Rapid adoption of smartphones & tablets! What we’re doing on smartphones & tablets!#13ntcmobil @snotforprofit @artezonline
    • 16. Mobile Facebook users are 2x more active than non-mobile users#13ntcmobil @snotforprofit @artezonline
    • 17. Most Twitter users access your tweets through a mobile client. 60%#13ntcmobil @snotforprofit @artezonline
    • 18. Email drives mobile traffic#13ntcmobil @snotforprofit @artezonline
    • 19. The first question we’re asking … How does the mobile trend impact your peer-to-peer fundraising campaigns and events?#13ntcmobil @snotforprofit @artezonline
    • 20. Mobile (and social!) is a sweet spot for events & campaigns#13ntcmobil @snotforprofit @artezonline
    • 21. Diving into the research paper Download at Artez.com#13ntcmobil @snotforprofit @artezonline
    • 22. Answering the question: Methodology 83,566 online participants for good causes#13ntcmobil @snotforprofit @artezonline
    • 23. Answering the question: The pool of data Large and small campaigns $100,000 to $10 million#13ntcmobil @snotforprofit @artezonline
    • 24. Traditional#13ntcmobil @snotforprofit @artezonline
    • 25. Experiential#13ntcmobil @snotforprofit @artezonline
    • 26. Community driven#13ntcmobil @snotforprofit @artezonline
    • 27. Mobile use from two perspectives Donors Participants#13ntcmobil @snotforprofit @artezonline
    • 28. Let’s look at participants… Does mobile technology make participants better fundraisers?#13ntcmobil @snotforprofit @artezonline
    • 29. Participants had access to 3 digital tools •Website •Mobile website •Mobile app#13ntcmobil @snotforprofit @artezonline
    • 30. Technology: Website#13ntcmobil @snotforprofit @artezonline
    • 31. Technology: Mobile Web Pages Accessible through mobile web browsers#13ntcmobil @snotforprofit @artezonline
    • 32. Technology: Mobile Apps for Android & iOS#13ntcmobil @snotforprofit @artezonline
    • 33. How could participants fundraise? We found three types of user… 1. Using online pages only 2. Using online pages & mobile web pages 3. Using online, mobile web & a mobile app#13ntcmobil @snotforprofit @artezonline
    • 34. Reviewing three categories of activity 1. Adoption 2. Activation 3. Performance#13ntcmobil @snotforprofit @artezonline
    • 35. Adoption: How many participants are “mobile”?#13ntcmobil @snotforprofit @artezonline
    • 36. Adoption: How many participants are “mobile”? 23% of registrants logged into fundraising tools on mobile web, used an app or both.#13ntcmobil @snotforprofit @artezonline
    • 37. Adoption: Up to 37% of fundraisers were mobile 40.00% Percentage of Active Fundraisers Using Mobile 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Event 1 Event 2 Event 3 Event 4 Event 5 Event 6 Event 7 Event 8 Event 9 Event Event Event Event Event Event Event 10 11 12 13 14 15 16#13ntcmobil @snotforprofit @artezonline
    • 38. Adoption: Up to 37% of fundraisers were mobile 40.00% Percentage of Active Fundraisers Using Mobile 35.00% 30.00% 25.00% 20.00% 1 in 4 15.00% supporters will use a mobile 10.00% tool if available 5.00% 0.00% Event 1 Event 2 Event 3 Event 4 Event 5 Event 6 Event 7 Event 8 Event 9 Event Event Event Event Event Event Event 10 11 12 13 14 15 16#13ntcmobil @snotforprofit @artezonline
    • 39. Activation: Did you know? In a campaign on average, about half of participants will fundraise. So, are participants who use mobile technology more likely to raise over $0?#13ntcmobil @snotforprofit @artezonline
    • 40. Activation: % of participants raising over $0#13ntcmobil @snotforprofit @artezonline
    • 41. Activation: Participants raising over $0 Participants using mobile tools are almost 2x more likely to raise money…#13ntcmobil @snotforprofit @artezonline
    • 42. Performance: Who raises the most money? Good Better Best How successful are “mobile fundraisers” compared to those who do not use mobile tools?#13ntcmobil @snotforprofit @artezonline
    • 43. Performance: Who raises the most money? Participants using one mobile tool (mobile web or mobile app) Raised 2.2x more Good Better Best than the non-mobile group#13ntcmobil @snotforprofit @artezonline
    • 44. Performance: Who raises the most money? Participants using both (mobile web or mobile app) Raised 2.95x more Good Better Best than the non-mobile group#13ntcmobil @snotforprofit @artezonline
    • 45. Performance: Who raises the most money? Web-only fundraisers: $242.45 Better Good mobile tool:Best One $453.54 Mobile web and mobile app: $714.94#13ntcmobil @snotforprofit @artezonline
    • 46. Performance: Mobile fundraisers raised more $1,800.00 $1,600.00 $1,400.00 $1,200.00 $1,000.00 $800.00 $600.00 $400.00 $200.00 $- Event 1 Event 2 Event 3 Event 4 Event 5 Event 6 Event 7 Event 8 Event 9 Event Event Event Event Event Event Event 10 11 12 13 14 15 16#13ntcmobil @snotforprofit @artezonline
    • 47. Well …. Maybe these folks just have richer friends?#13ntcmobil @snotforprofit @artezonline
    • 48. Performance: Donations per participant Do mobile participants get more individual donations?#13ntcmobil @snotforprofit @artezonline
    • 49. Number of donations per participant 11.4 12 8.4 10 8 5.1 6 4 2 0 Online One mobile tool Mobile web + app#13ntcmobil @snotforprofit @artezonline
    • 50. Number of donations per participant Use of two mobile tools increased donations by 123%. 11.4 12 8.4 10 8 5.1 6 4 2 0 Online One mobile tool Mobile web + app#13ntcmobil @snotforprofit @artezonline
    • 51. Remember the 23% who were mobile? Those 23% mobile enabled event registrants raised 80% of the funds overall. The most engaged fundraisers use mobile devices to ask for & collect donations.#13ntcmobil @snotforprofit @artezonline
    • 52. Does a “mobile lift” exist? On average, 23% of participants are raising on average 2.2x more when given mobile tools#13ntcmobil @snotforprofit @artezonline
    • 53. Why? Mobile tools make it easier to raise money?#13ntcmobil @snotforprofit @artezonline
    • 54. Why? Your most engaged & enthusiastic supporters love mobile tools?#13ntcmobil @snotforprofit @artezonline
    • 55. OS wars!#13ntcmobil @snotforprofit @artezonline
    • 56. iPhone vs. Android – % of Fundraisers Android 23% iPhone 77%#13ntcmobil @snotforprofit @artezonline
    • 57. iPhone vs. Android – % of Fundraisers iOS app users raised just slightly more - $11.21#13ntcmobil @snotforprofit @artezonline
    • 58. What about donors? Do donors give through mobile devices whenpledging in a peer-driven campaign?#13ntcmobil @snotforprofit @artezonline
    • 59. Donors are pledging on mobile devices#13ntcmobil @snotforprofit @artezonline
    • 60. Donors are pledging on mobile devices Up from 2.15% average mobile donation in Jan 2012#13ntcmobil @snotforprofit @artezonline
    • 61. Donors are pledging on mobile devices Mobile web donations have increased 205% in the last 12 months#13ntcmobil @snotforprofit @artezonline
    • 62. Average donation sizes per channel $58.87 $49.54 online mobile#13ntcmobil @snotforprofit @artezonline
    • 63. Facebook donations & pledge size Average Pledge Average PledgeReferred by Facebook Not Referred by Facebook $45 $67#13ntcmobil @snotforprofit @artezonline
    • 64. Another question you might be asking… Do mobile fundraisers earn more mobile donations?#13ntcmobil @snotforprofit @artezonline
    • 65. Mobile “asks” = Mobile donations? Not, really#13ntcmobil @snotforprofit @artezonline
    • 66. But, wait! Birds of a mobile feather, flock together…#13ntcmobil @snotforprofit @artezonline
    • 67. What we learned ... What kinds of devices are donors using to give?#13ntcmobil @snotforprofit @artezonline
    • 68. What we learned ...#13ntcmobil @snotforprofit @artezonline
    • 69. What we learned ...#13ntcmobil @snotforprofit @artezonline
    • 70. How to be successful with mobile tech?#13ntcmobil @snotforprofit @artezonline
    • 71. What do we know about mobile visitors?#13ntcmobil @snotforprofit @artezonline
    • 72. Mobile use rises to a peak in the evenings.#13ntcmobil @snotforprofit @artezonline
    • 73. Mobile donation traffic Mobile visits to donation pages rise to a peak in the evenings.#13ntcmobil @snotforprofit @artezonline
    • 74. Web donation traffic Web traffic to donation pages rises to a peak in the mornings.#13ntcmobil @snotforprofit @artezonline
    • 75. How do folks use fundraising apps?#13ntcmobil @snotforprofit @artezonline
    • 76. What do we know about mobile visitors? Conversion rates Regular traffic Mobile traffic#13ntcmobil @snotforprofit @artezonline
    • 77. What do we know about mobile visitors? Number of pages viewed 4.5 4 3.5 3 2.5 2 1.5 1 0.5 3.9 2.7 0 Non-mobile Mobile#13ntcmobil @snotforprofit @artezonline
    • 78. What do we know about mobile visitors? Minutes spent browsing 6 5 4 3 2 1 5.20 2.28 0 Non-mobile Mobile#13ntcmobil @snotforprofit @artezonline
    • 79. What do we know about mobile visitors? Bounce rates Mobile traffic is only more likely to bounce!#13ntcmobil @snotforprofit @artezonline
    • 80. Insights from Friendship Powered Fundraising app#13ntcmobil @snotforprofit @artezonline
    • 81. Mobile, social & gender! Facebook fundraising app users: 69% female#13ntcmobil @snotforprofit @artezonline
    • 82. Mobile, social & gender! Mobile facebook fundraising app users: 77% female#13ntcmobil @snotforprofit @artezonline
    • 83. How to be successful with mobile tech?#13ntcmobil @snotforprofit @artezonline
    • 84. Integrated marketing of mobile tools#13ntcmobil @snotforprofit @artezonline
    • 85. #13ntcmobil @snotforprofit @artezonline
    • 86. #13ntcmobil @snotforprofit @artezonline
    • 87. How do folks use fundraising apps?#13ntcmobil @snotforprofit @artezonline
    • 88. Staff education#13ntcmobil @snotforprofit @artezonline
    • 89. Building mobile into integrated toolkits#13ntcmobil @snotforprofit @artezonline
    • 90. Building mobile into integrated toolkits#13ntcmobil @snotforprofit @artezonline
    • 91. Incentives & real-time updates#13ntcmobil @snotforprofit @artezonline
    • 92. The power of push notifications#13ntcmobil @snotforprofit @artezonline
    • 93. What doesn’t work ... Mobile as an “add on”#13ntcmobil @snotforprofit @artezonline
    • 94. What doesn’t work ... Competing mobile call-to- actions in a campaign: For instance: Text-to- donate vs. QR code#13ntcmobil @snotforprofit @artezonline
    • 95. What doesn’t work ... Harry Potter & the Half-Mobile Prince#13ntcmobil @snotforprofit @artezonline
    • 96. What’s Trending?#13ntcmobil @snotforprofit @artezonline
    • 97. Where fundraising trends are headed ... 24% decrease in text-to-donate programs 27% increase in mobile websites#13ntcmobil @snotforprofit @artezonline
    • 98. TREND: Mobile vs Responsive#13ntcmobil @snotforprofit @artezonline
    • 99. Mobile web Worldsgreatestshave.com#13ntcmobil @snotforprofit @artezonline
    • 100. The rise of responsive design#13ntcmobil @snotforprofit @artezonline
    • 101. Responsive design GiveConfidently.ca#13ntcmobil @snotforprofit @artezonline
    • 102. Responsive design Msf.org.uk#13ntcmobil @snotforprofit @artezonline
    • 103. “Mobile First”#13ntcmobil @snotforprofit @artezonline
    • 104. A finicky group?#13ntcmobil @snotforprofit @artezonline
    • 105. TREND: Online video & mobile viewers Over 50% of mobile traffic#13ntcmobil @snotforprofit @artezonline
    • 106. Online video & mobile viewers Mobile viewers will watch a video that is 3x longer than viewers on PCs & laptops#13ntcmobil @snotforprofit @artezonline
    • 107. Online video & mobile viewers#13ntcmobil @snotforprofit @artezonline
    • 108. Clever adoption of low-cost tools#13ntcmobil @snotforprofit @artezonline
    • 109. TREND: Mobile at “offline” events Mobile payment options have expanded...#13ntcmobil @snotforprofit @artezonline
    • 110. Mobile check-ins on event day#13ntcmobil @snotforprofit @artezonline
    • 111. TREND: Second-screen activity!#13ntcmobil @snotforprofit @artezonline
    • 112. How do folks use fundraising apps?#13ntcmobil @snotforprofit @artezonline
    • 113. Mobile Giving Foundation 47% of text donors were prompted by TV#13ntcmobil @snotforprofit @artezonline
    • 114. TREND: Leveraging existing platforms#13ntcmobil @snotforprofit @artezonline
    • 115. Leveraging existing platforms#13ntcmobil @snotforprofit @artezonline
    • 116. Mobile curation tools for storytelling#13ntcmobil @snotforprofit @artezonline
    • 117. Did you think you’d get through at least one #13NTC session WITHOUT a mention of Pinterest?#13ntcmobil @snotforprofit @artezonline
    • 118. TREND: Personalization/Gamification#13ntcmobil @snotforprofit @artezonline
    • 119. TREND: Social ads & fundraising campaigns Time spent on the internet: 26% Advertising budget on internet: 22%#13ntcmobil @snotforprofit @artezonline
    • 120. Where do your supporters spend their time? Time spent on the internet: 26% Advertising budget on internet: 22% Time spent on mobile devices: 10% Advertising budget on mobile: 1%#13ntcmobil @snotforprofit @artezonline
    • 121. TREND: Epic mobile messaging campaigns!#13ntcmobil @snotforprofit @artezonline
    • 122. Get SMS numbers in your database Text WARHOL to 69866 to subscribe!#13ntcmobil @snotforprofit @artezonline
    • 123. TREND: The rise of infographic culture!#13ntcmobil @snotforprofit @artezonline
    • 124. TREND: Intersection of social & mobile “If it’s social, it must be mobile.”#13ntcmobil @snotforprofit @artezonline
    • 125. SUMMARY: Fundraising & mobile tech! Over 15% of traffic to donation forms is from mobile devices. 6.56% of donations were made on mobile devices. One in four individuals used a mobile tool to fundraise.#13ntcmobil @snotforprofit @artezonline
    • 126. SUMMARY: Fundraising & mobile tech “Mobile fundraisers” raise 2.2x more than non-mobile fundraisers. Fundraisers using multiple mobile tools raised 2.95x more. Mobile fundraisers earn more individual donations than their non-mobile peers.#13ntcmobil @snotforprofit @artezonline
    • 127. What else do we want to learn?#13ntcmobil @snotforprofit @artezonline
    • 128. Overlay social & mobile fundraising#13ntcmobil @snotforprofit @artezonline
    • 129. Facebook is a player 14% of traffic to fundraising & donation pages comes directly from Facebook.#13ntcmobil @snotforprofit @artezonline
    • 130. The impact of Facebook on campaigns 15-18% of donations referred from Facebook Survey of 150 events & campaigns#13ntcmobil @snotforprofit @artezonline
    • 131. “Facebook is far and away the king” "In the last 12 months, how have you supported a charity or cause?"#13ntcmobil @snotforprofit @artezonline
    • 132. “Facebook is far and away the king” "In the last 12 months, how have you supported a charity or cause?" • 14% browsed Facebook on a tablet • 41% browsed Facebook on a smartphone#13ntcmobil @snotforprofit @artezonline
    • 133. Overlay the effect of social login Participants use social credentials to register.#13ntcmobil @snotforprofit @artezonline
    • 134. Social login is popular • Facebook - 54% • Twitter - 10% • Google – 25% How does it affect Fundraising?#13ntcmobil @snotforprofit @artezonline
    • 135. Benchmark mobile success against social Fundraisers who connected their account to Facebook raised on average… 40% more than regular registrants#13ntcmobil @snotforprofit @artezonline
    • 136. Likelihood to Fundraise Facebook Non-Facebook Registrants Registrants 69% 52% Facebook registrants are 32% more likely to raise over $0.#13ntcmobil @snotforprofit @artezonline
    • 137. Grab the whitepapers for more info Download at Artez.com#13ntcmobil @snotforprofit @artezonline
    • 138. www.slideshare.net/clairekerr @snotforprofit #13ntcmobil#13ntcmobil @snotforprofit @artezonline
    • 139. Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad! INSERT QR CODE HEREor Online using #13ntcmobil at www.nten.org/ntc/eval