The A to Z of Mobile Fundraising

The A to Z of Mobile GivingCharityHowTo.com

Pleased to meet you!
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Google Analytics showed us the trends
7%
We project 30% by the end of 2011 in North America.

What we’re talking about today…
Mobile Landscape
Text-to-Donate
Mobile Web
Mobile Apps
Future Trends
Action items!

Why Mobile? Why Now?
Big Prediction: By 2011, smartphones sales will surpass computer sales.
– RBC Report, 2010

... Actually, it's already here!
100.9 million smartphones shipped in Q4 2010, compared to 92.1 million PCs.
– International Data Corporation (IDC) – Feb 2011
Like another prediction? Smartphones will be half the mobile market in 2011.

What do we mean by mobile?
What do we mean by “smartphone”?

Smartphones are special …

Top Smartphone Vendors
Nokia
Apple
Research In Motion
Samsung
HTC

Top Smartphone Operating Systems
Symbian
BlackBerry OS
Apple iPhone OS
Android
Windows Phone 7

Don’t forget tablets – They're mobile too!
iPad & iPad2
Samsung Galaxy
BlackBerry Playbook
LG, Motorola, HP

Three Pillars of Mobile Giving
Text To Donate
Mobile Web
Mobile Applications

Text To Donate

Haiti is the North American case study the media loves…The American Red Cross received 4.1 million $10 messages.95% of which were from first-time donors.
UK charities have been
Experimenting with text-to-donate for years.

Example Shortcode & Keywords

Shortcode & Keywords Campaigns

Campaign-based : Short time period

Text to Donate – Success Factors
Critical Mass
Recognizable Brand
Messaging Opportunity
100% of phones can send texts!

Text to Donate – Caveats
Lack of donor info
Lowest donation amounts across channels
Texting rates for donors
Transfer time to bank account (30 – 90 days)

Start your research at MGF
MobileGiving.ca & MobileGiving.org

Mobile Marketing ... Beyond Donation
Drive web traffic to site
Build an email list
Send event day details
Drive petition signatures
Text DEGREE to 72239Generate leads for Columbia College, FL
By using mobile reminders and up-sell messages Premier Inn reduced their no-show rates by 21%.

Mobile Web

What’s the mobile web?
Accessible through the device browser
Largest growth potential
Driven by email & social networking
Not device dependent
Not third party dependent
By 2013, the mobile web will exceed the traditional web in size!

“Little browser”, powerful tool!
No limit on donation amount
Complete donor data
Instant tax receipting
Payment Gateway flexibility
Full branding & customization
Works across smartphone devices.

Mobile vs Web Browser:
Same link, optimized experience.

Get creative with your mobile web forms.
Direct dialogue (street, door-to-door)
On-site event day donations
Auctions, galas, dinners, sporting events
Play with tablet devices!

QR Codes(are everywhere)

Mobile Apps

What Are Mobile Applications (Apps)?
“A software program developed for mobile devices. The app can be downloaded directly to the smartphone or transferred through a computer.” Example: The Apple iTunes App StoreOver 200,000 apps in many categoriesJust hit 10th billion download

Who loves apps the most?

35% of all US adults have apps on their cellular phones.- Pew Internet

Apps can complement a fundraising event...

Apps can facilitate fundraising ...
Device Specific Features:Access iPhone address books to email friends and family.Share On Social Networks:Share fundraising goals & messages on Twitter & Facebook.

What’s an “in-App” purchase?

Mobile Payment Options
Mobile Optimized Gateway: Credit Card / PayPal Express Checkout
SMS Transaction:Transaction charged to phone bill
Third Party Mobile Wallets: Mobio, Twitpay, Google Checkout, Amazon

Let’s be aware...
94% of North Americans would make a mobile payment if they knew it was secure.- Mobio Identity Systems, March 2011

What does the future look like?
Geo-Location in apps & devices.
Greater debate: Apps vs. Mobile Web
Greater debate: Build vs. Buy
Partnership opportunities for non-profits

PayPal App for Android

Where do you get started?

#1. Where do you get started?
Test your email & webproperties
Over 30% of emails are read on smartphones.

#2. Where do you get started?
Test your web siteand web links.Remember:Social media users access Facebook & Twitter on mobile devices.

#3. What do YOUR trends look like?
… Check your own traffic statistics!

#4. How will you prepare for future programs?
Collect intel now!Grab cellphone numbers for your database. Ask your supporters how they want to hear from you.

#5. Your Own Digital Literacy
http://www.innogive.org

MobileActive.org

Remember: Mobile is a complementary strategy ...
http://m.umuc.edu

Mobile Giving For Nonprofits White Paper
Download yoursat Artez.com

More MoreMore Mobile Stuff!(grab these slides!)
Like us on Facebook: facebook.com/artezinteractiveJoin us on Twitter:
@artezonline

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The A to Z of Mobile Fundraising

by Claire Kerr

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