What the Man of Steel Can Teach You About Mobile

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bbcon 2013

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What the Man of Steel Can Teach You About Mobile

  1. 1. BBCON 2013 Presented by mGive and National Geographic Society @mGive
  2. 2. AngelaWhaley Client Experience Director, mGive angela@mgive.com --- Text ANGELA to 50555 for my mCard* *Msg&Data Rates May Apply
  3. 3. Ann Maier VP of Outreach Communication & Operations National Geographic Society amaier@ngs.org
  4. 4. …we knew how to acquire NEW donors …we could improve our email open rate …we could better engage supporters …we could retain donors longer …we could better interact with our volunteers …we could better cultivate and understand our donors …we could get our donors to give more and/or monthly …we could fundraise more effectively @mGive
  5. 5. @mGive
  6. 6. Fact: @mGive
  7. 7.  Our survey shows that Boomers 2, Baby BoomersANDThe GreatestGeneration are also using text-to- donate.  U.S. Senior (age 65+) mobile phone penetration projected to be 72 percent in 2014. Fact: @mGive
  8. 8.  A plurality ofText Donors give more than $250. 42% of respondents give more than $250 annually through multiple channels. Fact:
  9. 9. This is complicated @mGive
  10. 10. Complicated? Not so much – and we all use it everyday @mGive
  11. 11.  Faster than a Speeding Bullet  Mobile has a 97% open rate, and 85% of those texts get read within 15 minutes of receipt.  More Powerful than a Locomotive  Mobile donors are strong – retention rate can be double that of traditional fundraising retention.  Able to LeapTall Buildings in a Single Bound  Mobile provides access – Up to 80 percent of mobile donors are unique to an organization. Mobile Internet Access will soon overtake desktop Internet usage. @mGive
  12. 12. • MobileWeb • MobileApps • Mobile Messaging • Help you get to know and better engage your current supporters and donors • Raise top of mind awareness of your organization • Increase volunteer engagement • Increase donations • Re-activate donors • Attract new supporters and donors • Attract corporate partners/sponsors @mGive
  13. 13. When it comes to mobile, thinking small is kryptonite – that it can only be used for small donations with a small demographic sub-segments – and that it can’t be used strategically with other fundraising strategies and channels @mGive
  14. 14. BUILT ON 4 CORE PRINCIPLES Using the mobile channel for social good should include the Four Principles of Engagement and Fundraising. @mGive
  15. 15. IDENTIFY  Identify those that may engage and give via mobile  Assess potential supporters of mobile through mobile provider supplied research information  Obtain information so you can segment your audience
  16. 16.  Poll Supporters for information relevant to the cause.  Compile information in a systematic and actionable way.  Receive studies from mGive and partners. RESEARCH
  17. 17. CULTIVATE  Use mobile tools to build a relationship  Execute ongoing engagement campaigns  Promote activities and accolades
  18. 18.  Targeted messaging based on profiles  GreatCaesar's Ghost! Be as ruthless as Perry White in making your news relevant and timely  Build a Relationship through Regular Communication  A client saw opt-outs go down and conversions go up the MORE they communicated to supporters.  Don’t live in the Fortress of Solitude – Interact!  Surveys  Social Media
  19. 19.  Surveys  Qualitative and Quantitative both possible through mobile  Use an an opportunity to get feedback and buy-in  Social Media  More donors finding out about text campaigns via mobile  Number of users engaging in social media activities increasing.
  20. 20. • Polling • Advocacy • Fundraising • Engagement • Informational • Data Collection • Volunteer Request Different types of messages include @mGive
  21. 21. SOLICIT - Ask for monetary donations on a singular or re-occurring basis - Invite in-kind donations - Highlight corporate partnerships - Invite social media inbound engagement through stories, videos and pictures
  22. 22. Research Identify Cultivate Solicit Your Org Name: Tell us more about yourself and what you want to know about Us! http://m.mgive.com /webform Your Org Name: You have been so awesome in supporting us! We have a special need this month please help! Reply YES to make a $10 contribution today and we’ll do all the work! Your Org Name: We have a Run/Walk this next month! Please click below and register today!. http://m.mgive.com/4 365/s/1720989535 Your Org Name: Thanks so much for your help. We want to learn more about you. Follow the link to update your contact info. http://m.mgive.com/4 365/s/1720989535 @mGive
  23. 23. Laura uses the Social Share Tool to tell others about volunteering with your organization Laura receives a text telling how her donation is being used Laura is asked to fill out a mobile web form to provide more information about herself Laura is sent a YouTube video about your mission Laura is sent a mobile poll to learn more about her interests Laura opts into Mobile Community Or Makes Mobile Donation Laura is asked if she’d like to make a gift today @mGive
  24. 24. …we knew how to acquire NEW donors …we could improve our email open rate …I could better engage supporters at events …we could retain donors longer …we could better interact with our volunteers …we could better cultivate and understand our donors …we could get our donors to give more and/or monthly …we could fundraise more effectively @mGive
  25. 25. Questions? @mGive

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