Mobile fundraising nov 2012

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Mobile fundraising nov 2012

  1. 1. MOBILE FUNDRAISING:OPTIMISING A NEW MEDIUM Robert McAllen Senior Product Manager, Online and Shared Services 1
  2. 2. 2
  3. 3. What is Mobile Fundraising? Single SMS 3
  4. 4. What are the Expert’s saying? If you are wondering what the next big tech innovation is, it’s Mobile. Holly Ross, Executive Director NTEN Mobile Fundraising isn’t innovative – it’s mainstream. Paul DeGregorio – Open Fundraising A generation is coming where Smartphones and tablets are all they’ve ever known. Jonathan Waddingham, Just Giving@robmcallen 4
  5. 5. 7 MAJOR CONSIDERATIONS@robmcallen 5
  6. 6. THE TECH IS NOT THE ANSWER@robmcallen 6
  7. 7. Text Facts@robmcallen 7 Figures – Mashable.com
  8. 8. SOME HAVE HAD SPECTACULAR SUCCESS SINGLE/TEXT GIVING Raised £15.1m in text donations DEC EAST AFRICA APPEAL RAISED £1,500,000 70% signed up for Gift Aid $43Million during Haiti crisis@robmcallen 8
  9. 9. So far that has been the exception...not the rule@robmcallen 9
  10. 10. YOUR STORY IS STILL KEY@robmcallen 10
  11. 11. @robmcallen 11
  12. 12. @robmcallen 12
  13. 13. MOBILE DOES NOT STAND ALONE@robmcallen 13
  14. 14. @robmcallen 14
  15. 15. @robmcallen 15
  16. 16. @robmcallen 16
  17. 17. WHO IS YOUR AUDIENCE?@robmcallen 17
  18. 18. CHARITY AND MOBILE 1) Charity revenues dropping 2) Aging donor profile – access to new supporters@robmcallen 18
  19. 19. WHO CAN GIVE?@robmcallen 19
  20. 20. HOW MUCH? Numbers are slightly higher for the US market - $10 average@robmcallen 20
  21. 21. THERE ARE MANY WAYS TO GO MOBILE@robmcallen 21
  22. 22. The Hall of Fame@robmcallen 22
  23. 23. @robmcallen 23
  24. 24. @robmcallen 24
  25. 25. VOLUME HELPS •10-15% adoption rate for direct debit for orgs who call their donors afterwards. •Needs to be straight away •2 days later is too late. Figures – Jason Potts, Think Consulting@robmcallen 25
  26. 26. DON’T BE AFRAID TO TRY SOMETHING NEW@robmcallen 26
  27. 27. REGULAR GIVING • Direct Debit income is levelling or dropping. • Effectiveness of Chuggers is on the wain. • Negative publicity. • Make it easier…make it self service? • Now able to give up to £10 per month on a self service basis. • Move off the street and onto Facebook/Twitter?@robmcallen 27
  28. 28. EVENTS GIVING@robmcallen 28
  29. 29. GALA DINNERS/TICKETED EVENTS@robmcallen 29
  30. 30. GATHERING DATA •First ever campaign. •672 gifts in first 20 mins of going live. •880 gifts in first event. •30% Gift Aid sign up. •Purpose – Donor info gathering •Took minimum gifts (£1.50) - £1320 “It’s important, when choosing a new system, that it not only allows us to raise funds from new avenues but that it is easy for non-technical staff to use,” Mark Palfrey, Database Operations Manager.@robmcallen 30
  31. 31. @robmcallen 31
  32. 32. THERE IS NO SILVER BULLET@robmcallen 32
  33. 33. 33
  34. 34. WHERE SHOULD THIS BE? • Press • Radio • TV • Outdoor • Toilets!@robmcallen 34
  35. 35. MOBILE APPS Snooze@robmcallen 35
  36. 36. MOBILE APPS Give.mobi Rapidata@robmcallen 36
  37. 37. MOBILE APPS@robmcallen 37
  38. 38. MOBILE APPS@robmcallen 38
  39. 39. THERE IS NO SILVER BULLET@robmcallen 39
  40. 40. 40
  41. 41. VOLUME HELPS •10-15% adoption rate for direct debit for orgs who call their donors afterwards. •Needs to be straight away •2 days later is too late. Figures – Jason Potts, Think Consulting@robmcallen 41
  42. 42. THE MOBILE WEBSITE@robmcallen 42
  43. 43. Four groups of strategic questions to help guide your thinking:1. Who are your constituents and what are they like? Are they using smartphones? How do they typically support you? When are times when they might want to take action on mobile, and what types of actions are you hoping to inspire?2. What resources do you have to commit to mobile? Do a quick reality check. What time, money, expertise and staff do you have to commit to mobile, and what does that say about the scope of project you can handle?3. How will mobile fit into your other outreach efforts? Step back and look at mobile as a way to supplement, reinforce and enhance your other efforts, including donor acknowledgement, special events and social media.4. How are you going to measure your efforts? How will you track the return on investment in cost savings or added donations? How about the return on engagement in the form of new supporters, added convenience for supporters, improved advocacy and brand exposure? Katya Andresen, Network for Good 43
  44. 44. There can be up to a 200% increased mobile success rate if a site is mobile optimised. Jason Potts, Think Consulting@robmcallen 44
  45. 45. TWO APPROACHES FOR MOBILE• Separate website • Mobile-optimized site - m.mysite.org - Use existing content - Subset of content - Use existing site• Pros structure - Easy to build • Pros• Cons - Once set up, it just works - Consistent links - Inconsistent links - Mobile website are good - Constantly have to think websites about it • Cons - Harder to set up 45
  46. 46. HOW? 46
  47. 47. M A R K U P P E R S P E C T I V E - L AY O U T <div> logo logo </div> <div> nav nav </div> <div> primary content Primary content </div> <div> secondary content Secondary content </div> <div> footer footer </div> <div> quick links Quick Links (SEO) </div> 47
  48. 48. D E S K T O P PA G E• CSS applied logo to structure layout divs Secondar nav Primary content y content footer Quick links 48
  49. 49. M O B I L E PA G E• CSS Change to Logo rearrange content Nav Primary content Secondary content footer Quick links 49
  50. 50. M O B I L E PA G E• CSS Change to Logo alt. lo-res logo rearrange content Nav alt. mobile nav• Serve up some alternative content• Remove a content pane Primary content Secondary content footer Quick links 50
  51. 51. RESPONSIVE WEB DESIGN 12/24/2012 51 51
  52. 52. ExerciseThink about a Mobile strategy1. Who are your Audience?2. What are they doing?3. Could you expand your audience?4. What method would have most impact?5. What is stopping you?6. How would you measure success?7. Can you assess the impact?8. What could happen if you don’t do this? 52
  53. 53. QUESTIONS? Robert McAllen Blackbaud @robmcallen Robert.mcallen@blackbaud.co.uk@robmcallen 53

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