Designing for Social Change Anytime EverywherePresentation Transcript
Presented by:Allyson Kapin, Rad Campaign and Women Who Tech www.radcampaign.com
Your Supporters Are Superheroes
Your Supporters Are SuperheroesThey want to make this world a better place whether it’s donating money or supplies to hurricane Sandy relief organizations like the American Red Cross
Your Supporters Are SuperheroesSigning a petition for more pedestrian friendly streets in DC for bikers, walkers, skateboarders, and runners.
How Can Organizations HelpSuperheros Save The Day?
Reach Them Wherever They Are!And designing and developing multi-channel campaigns that gives them the tools totake action whether they are checking out a website on a desktop computer.
Reach Them Wherever They Are! Waiting on line for coffee at a local coffee shop checking email on their smartphones.
Reach Them Wherever They Are! In route to a new city for business or pleasure
Reach Them Wherever They Are! Waiting for the bus and seeing a poster and QR code to donate money to the American Red Cross to help in disaster relief.
Mobile Facts You Need To Know Fact: 5.2 Billion Mobile Accounts Worldwide Fact: 1 in 2 Mobile U.S. Subscribers Own a Smartphone Sources: Pew, Nielsen, and Knotice
Mobile Facts You Need To Know Top 5 Mobile Apps • Facebook • YouTube • Android Market • Google Search • Gmail Mobile Email and Text-to-Give Stats • 20% emails opened via mobile device. • Only 3% emails opened via mobile were later opened the via desktop. • 9% of mobile phone users have texted-to- donate. • 79% who donate money via texting also donated to other channels such as email, website, or direct mail.
Mobile Facts You Need To Know
Why Responsive Design?About 15% of traffic to nonprofit’s site comesfrom mobile.• Websites need to be adapted to different mobile devices - smartphones and tablets so your heroes can easily: • Take action on your issues • Make a donation • Find the info they are looking for. • Share content and comment on articles. Fact: 4 out of 5 U.S. smartphone owners accessed retailer websites or apps like Amazon and eBay on their mobile devices in July 2012.
Responsive Design in Forms
Mobile Apps: Useful Or Flushing Money Down The Toilet?App Stats• 8 out of 10 apps fail.• Angry Birds failed 52X before it caught on.
Key To Success?Provide Value To Your Heroes Downloaded over 500K times!
Monterey Bay Seafood Watch App• Uses a phone ’s GPS to load the right regional seafood watch guide based on the user ’s location.• Enables people to search for seafood by common market name.• Allows people to sort seafood rankings by “Best Choice,” “Good Alternative,” or “Avoid”.• Lets people contribute to a “FishMap” feature by adding the names of restaurants and stores where they found ocean-friendly seafood and by locating businesses where others have found sustainable seafood.
Social Media Facts You Need To Know Fact: Americans spend 25% of their time online on social networks.
Design For Distribution • First occupy camp started in New York City. • People posted and re-shared information about issues, actions, and personal stories on Twitter and Tumblr, live-streamed video on Vimeo, and shared pictures on their mobile phones.
Design for DistributionPeople all over the world used Meetup.com ’s Meetup Everywhere feature toregister a solidarity event in over a 1000 cities. Four months after the launch of#OccupyWallStreet, there were over 2,800 “Occupy” events on the map.
Cross Channel Promotion: Offline to OnlineOxfam’s Use of QR Codesfor a Benefit Auction• Celebrities donated sentimental items and clothes.• When a potential buyer scanned a QR code on a sales tag with their smartphone, videos of celebrities popped up which featured a personal story behind that item for sale.• For example, “scanning a code on a dress donated by Annie Lennox revealed that she wore it to Nelson Mandela’s 90th birthday party.
Do It Wrong Quickly Test. Tweak. Repeat.• Focus on 1 objective not 10.• Don’t get lost in “pleasing” everyone – funders, every target audience, staff.• You are not your target audience. Your heroes are!
Contact Info:Allyson Kapin: Rad Campaign, Women Who TechEmail: Allyson@radcampaign.comTwitter: @womenwhotech and @radcampaign @care2frogloopBlog: Care2’s Frogloop: http://www.frogloop.comRad Website: http://www.radcampaign.comWomen Who Tech Website: http://www.womenwhotech.com www.radcampaign.com