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2013 Sustaining Good Conference for Non Profits - Mobile Marketing
2013 Sustaining Good Conference for Non Profits - Mobile Marketing
2013 Sustaining Good Conference for Non Profits - Mobile Marketing
2013 Sustaining Good Conference for Non Profits - Mobile Marketing
2013 Sustaining Good Conference for Non Profits - Mobile Marketing
2013 Sustaining Good Conference for Non Profits - Mobile Marketing
2013 Sustaining Good Conference for Non Profits - Mobile Marketing
2013 Sustaining Good Conference for Non Profits - Mobile Marketing
2013 Sustaining Good Conference for Non Profits - Mobile Marketing
2013 Sustaining Good Conference for Non Profits - Mobile Marketing
2013 Sustaining Good Conference for Non Profits - Mobile Marketing
2013 Sustaining Good Conference for Non Profits - Mobile Marketing
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2013 Sustaining Good Conference for Non Profits - Mobile Marketing

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Developed for an audience of small nonprofits with limited financial and people resources. …

Developed for an audience of small nonprofits with limited financial and people resources.
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What is mobile marketing and should you be using it? Mobile technology is common in today’s world and nonprofits are not exempt from that trend. However, as a resource-limited organization you do not always have the luxury of being a leading innovator for the current technology or marketing strategy du jour. We will discuss the pros and cons of mobile marketing, the ideal target audiences and optimal uses to help your organization maximize funds and engagement while minimizing expense.

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  • In China: Mobile internet access surpassed PC in Q2 of 2012Mary Meeker – ‘Queen of the Net’ has been putting out a ‘state of the internet’ report since 1995
  • Intentionally left this pretty empty to emphasize the point that the benefits far outweigh the Barriers – but we often time let these few barriers prevent us from reaping a whole host of benefits.
  • If you are thinking about using text to communicate with lower income stakeholders you will want to stick with plain text messaging and no links.When you are working with more affluent stakeholders you can use more interactive features of technology.Is your audience typically in an office during the day or are they more mobile? If they are office dwellers you may want to use email during the work hours – and text after houseIf they have more mobile day time schedules you probably want to consider the opposite.
  • Promoted via social media, email and websiteJob Alerts was the surprise growth list – listening to our stakeholders we need to take full advantage of this self selected area of interest – possibly promote volunteerism?Thrift Stores are our biggest opportunity – promotion is the weak link.Daily motivational quotes – over 200 people who interact with us daily – need to work on conversion and growing the list.Message has to be immediately actionable.We do well with urgency – as most non profits do -- we could work on create a more fun element to some of our lists.
  • Transcript

    • 1. MOBILE MARKETING Suzanne Joiner Director of Direct Response and Donor Services The Salvation Army Metropolitan Division With Special Guests: Angela Vaughn, Web Marketing Manager Fernando Mercado, Digital Marketing Specialist
    • 2. Mobile Marketing Then…………………………………………..and…………………………………….Now
    • 3. Mobile Marketing Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through and with any mobile device or network. -Mobile Marketing Association (MMA) • Not just traditional Text-to-Give it is a communication and engagement strategy that is always changing. – Phones – smart and not so smart – Tablets – Search – Display – Apps – Email • According to a new study from the Association of National Advertisers and media agency MediaVest, 96% of marketers are currently using or planning incorporate mobile marketing into their broader programs, and 85% of them are expecting to increase their mobile budgets in the near future. But only 21% of those marketers feel their efforts are particularly successful.
    • 4. Current Environment 25% of traffic to www.salarmychicago.org comes from phones and; 10% from tablets. 2008 2013 Notes: • Difficult to predict the speed at which the technology and adoption will grow • Stay informed as to how your audience is performing and their preference. • You must be in the game and you must be able to serve your donors, clients and key stakeholders in the way which they are most comfortable.
    • 5. Benefits Engagement/Retention Unique audiences Urgent actions needed/mobilization Events/Onsite actions (On-the-go) Location based marketing Donation immediately when heart is persuaded
    • 6. Barriers • Measurement – It can be hard to measure mobile marketing unless you have sophisticated tracking. However, there are small metrics you can track that will help make the case for ROI – but it is a difficulty. • Cost - $ and time – It is not as expensive or time consuming as you might think • Lengthy conversion – You may only have a mobile number for someone – you don’t know if they are someone already on your file or someone new. Test various techniques to engage them in other communication channels so you can identify them personally and shorten the donor conversion. – Radio stations do a great job of mobile conversion. Look to adapt their strategies.
    • 7. Audience The first thing you want to do is define your audience (s). – Is technology part of their every day life? – What type of technology do they have access to? – How do they use that technology? – What action do you want them to take? – Is your audience typically in an office during the day or are they more mobile? • If they are office dwellers you may want to use email during the work hours – and text after hours • If they have more mobile day time schedules you probably want to consider the opposite.
    • 8. Message http://www.marketingsherpa.com/article/case-study/how-redbox-drove-15-million 1. Easy 2. Repetitive promotion through multiple channels 3. Fun and/or urgency 4. Use PR if you can get it. 5. Document lessons learn and try something new 10 Days of Deals - acquired 200,00 subscribers in 10 days
    • 9. Subscribers Salvation Army Alerts 350 KROC Center Alerts 262 Daily Motivational Quotes 227 Job Alerts 500 Disasters 6 Thrift Stores 38 Message
    • 10. Next Steps 1. Take a Deep Breath 2. Start asking for mobile numbers 3. Start measuring your audiences’ website usage 1. Analysis Exchange Overachievers: 1. Utilize analysis results to determine how to prioritize your investment. 1. Research an option for text alerts 2. Set up a mobile friendly donation form 3. Make your website mobile friendly 4. Set up subject specific text alerts 5. Develop a mobile app
    • 11. Questions
    • 12. Sources & Resources http://www.kpcb.com/partner/mary-meeker http://www.scribd.com/doc/29850507/internet-trends-mary-meeker-04-12- 2010 www.smartinsights.com www.remind101.com www.mgive.com www.mobilecause.com www.mobilegiving.org mobile.conduit.com/ www.mmaglobal.com www.marketingsherpa.com/article/case-study/how-redbox-drove-15-million www.polleverywhere.com/ Analysis exchange - www.webanalyticsdemystified.com/ae/faq.asp

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