Mobile Giving + Social Pressure = Results
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Mobile Giving + Social Pressure = Results

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Lake Forest College used a simplified giving form designed to play well on a mobile device and then brought and iPad to alumni functions. The result was new donors and new dollars through the use of ...

Lake Forest College used a simplified giving form designed to play well on a mobile device and then brought and iPad to alumni functions. The result was new donors and new dollars through the use of simple social pressure.

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  • You’re going to need a few tools. The first is a wireless-enabled iPad or tablet device.
  • What you are about to see is a reenactment of an exchange between an iPad-enabled gift officer and a donor.
  • The iPad-enabled gift officer, CLICKRepresented here by a call center manager, makes an appointment with a donor, who is represented in this photograph by a student. The iPad-enabled gift officer makes pleasant chit-chat with the donor.
  • At the right moment,the iPad enabled gift officer makes her move, soliciting the donor for her renewed support. But the donor counters with a flanking flip of the wrist, underscoring that she’ll give what she gave last year, and of course we can count on her support.
  • But wait, the gift officer has one more trick stashed away in her clutch. She has an iPad.
  • “If you’d like,” says the gift officer, “we can take care of this right now. On my iPad.”
  • Donors love to touch the iPad. They love the sophisticated feel. They like to feel sophisticated. And it impresses donors that their alma mater has sophisticated technology.
  • “Plus you can get miles, or bonus points with your credit card,” the gift officer says.
  • The mobile-friendly page streamlines the donation process. No complicated designations. Just the donation.Quickly. Efficiently.Elegantly.
  • CLICK TWICEHappy donor. Happy gift officer.
  • We’ve also successfully used an iPad at events. In this particular reenactment, we’ll demonstrate the use of an iPad at a Cubs Rooftop event.
  • Again, we have an iPad-enabled gift officer, or staff member. The staff member can use the techniques a gift officer would use with an individual donor, as we just covered. For the sake of keeping this as a 10-for-10, we’ll join the transaction in progress just after the Donor 1 has made a gift. CLICKOnce Donor 1 makes a gift on the iPad, surrounded by potential donors at an event, Donor 1 generally turns to a potential donor, Donor 2, and says something like, “I just made my gift on this iPad.”
  • “Wait, you just made you gift on this iPad?” Donor 2 says. Donor 1 responds, “Yes. Right here. I entered a credit card. Here. You make your gift, too. We need the miles for upgrades when we go to Beleize for our ‘No Guys Allowed weekend.’”
  • Unbeknownst to Donor 1, Donor 2 is a non-donor. CLICKShe’s been a non-donor for five years, despite traveling the world for “No Guys Allowed Weekend.” Donor 2 doesn’t want to appear cheap in front of Donor 1, so she makes a gift.
  • “Can you believe it?” Says the Gift Officer. “She’s doing my job!” Donor 1 has successfully pressured Donor 2 into making a gift without even knowing it. And College staff only had to charge the iPade.
  • Over the course of nine innings, we scored 11 gifts.
  • The average gift size of those donations was up from the year before.
  • More than half were new donations.
  • With bringing in more than $3,000, you can see how this strategy will hit new donors and new dollars out of the ballpark.
  • We’ve learned a few things.CLICKFirst, donors who give more than $500 generally have their way of giving, and are more resilient to these strategies. Even after a second martini.CLICKSecond, if your athletic director approaches you at the event and yells, “Oh my gosh, I can’t believe you’re asking people for money!” Your batting average will suck.CLICKSimplify and streamline your Web donation form for a mobile device. Donors want to make their donation. Quickly. Efficiently. Elegantly.

Mobile Giving + Social Pressure = Results Mobile Giving + Social Pressure = Results Presentation Transcript

  • Mobile Giving + Social Pressure = ResultsTimothy State ’93Associate VP for Alumni Programsstate@lakeforest.edu @timstate
  • Tools NeededWireless-enabled iPad or Tablet Device
  • Tools NeededDonors with Credit Cards
  • Tools NeededMobile-friendly Giving Page
  • Tools Needed• Not required, but help – Social skills – A touch of alcohol
  • The iPad and the Gift Officer
  • Gift Officer Donor iPad
  • Happy Gift Officer Happy Donor
  • The iPad at Events
  • Donor 2Donor 1
  • Non-DonorDonor
  • The iPad at Events11 gifts made in the course of 9 innings
  • The iPad at Events$290 average gift increase from $211
  • The iPad at Events6 New Donors(50+% of those who made gifts)
  • The iPad at Events$3,195 Total Dollars ($870 increase)
  • Key Learnings• Works best with donors under $500• Staff need to be in support of this tactic• Set up a Mobile-friendly giving form (www.ForestersForever.com/givemobile)
  • THANK YOU! No students or donors were harmed in the making of this presentation.Timothy State ’93Associate VP for Alumni Programsstate@lakeforest.edu @timstate