1.
It’sCasual… Using SMS and
Facebook Messenger
to ReachYour Donors

2.
BroughtTo
You By…
Rachel Kottler, Digital Account Manager
Lautman Maska Neill & Company
rkottler@lautmandc.com
@lautmandc
Michael Sabat, Founder
@Mssg
Michael@atmssg.com
@AtMssg

3.
Today’sGoals
1) Understand the messaging space (Broadcast SMS, Peer-2-Peer
SMS, Facebook Messenger, Quick Donate).
2) Use messaging technology to raise money and engage with
donors.
3) Best practices for each program.
4) Build and grow your own Facebook Messenger + SMS programs.

4.
WhyUse
Messaging
Technology?

5.
Text
Messages
ReachYour
Donors
• Texts are estimated to have a 99% open rate.
• Response rates average 90 seconds.
• It’s simply the #1 way that humans
communicate.

6.
It Doesn’t
Take Long to
Write aSMS
 Your canvas is about 160 characters* and maybe
an image (MMS) if you include one.
 It’s quick & simple.
 How long will it take to copy edit & approve that
compared to an e-mail, website, or social media?

7.
ItJustWorks!
 Action rates, response rates, click through
rates, conversion rates 2x-4x higher than e-
mail or social.
 By getting donors on your mobile list, you are
increasing their value.

8.
Messaging Options
Broadcast Peer-2-Peer
Text to DonateFB Messenger

9.
BroadcastSMS

10.
Broadcast
SMS
Overview
 It is most similar to email.
 Broadcast is one to many, but conversations are
possible.
 Users must opt-in to receive your text messages with
broadcast.
 You can use segmentation and personalization like
you do in email.

11.
Broadcast
Uses a
Short Code
 The phone number is a short code (ex: 30644).
 You can text in keywords to the short code to take
specific actions, or opt in.
 You can create different pathways, similar to
automated emails.

12.
BroadcastIsan
EffectiveTool
for:
• PublicAwareness
Campaigns
• ReachingNew
Audiences
• GettingMedia
Attention

13.
BroadcastMakesCalling
ElectedOfficialsEasy

14.
GoodforRapidResponseAlerts

15.
Use Broadcast
to Engage your
Donors
• Direct people to petitions
• Ask questions they can respond to via text
• Ex:What’s your birthday?
• Ex:Which do you like best?
• You can help with voter turnout:
• Voter registration
• Polling place lookup
• Reminders to go vote

16.
How toUse Broadcast
SMS for Fundraising
16

17.
How ItWorks:
Send aText with
a Link toUnique
Donation Page
17

18.
IntegrateSMS
into Email +
Mail
Campaigns
18

19.
UseSMS for
Sustainer
Upgrades and
Invites
19

20.
Keep it
simple.
People crave EASY interactive
experiences.
Integrate it with
fundraising and
advocacy efforts.
Send timely SMS reminders to
donate, attend events, or take
action.
Remember, it’s the quickest way
to reach your donors and
activists!
Be human. Not
a robot.
Use language that sounds
real.
Consider having a dedicated
person who the texts come
from.
B E S T P R A C T I C E S

21.
Peer-to-Peer Messaging

22.
Peer-2-Peer
SMS
Overview
 Users do NOT opt-in to join the mobile list.
 Messages are from real phone numbers and area
codes that reflect your actual location.
Ex. 917-550-1254
 Personalized 1:1 conversation at scale.

23.
It’s a 1-to-1
Communications
Tool
• A person needs to send each text.
• Conversation happens within the platform.
• Highly Personal.
• HighlyTargetable.
• Makes it easy to engage with your donors and
supporters and get them to take actions.

24.
Use P2P to Drive RealWorld
Action Such as Volunteer
Recruitment and Event Invites

25.
P2PisGreat
forGetOutthe
Vote(GOTV)
Feels real = more accountability

26.
How toUse Peer-2-Peer
for Fundraising
26

27.
Direct
Fundraising
Communication
• Personalized Follow Up
• Donor Stewardship
• Reactivate Lapsed
Sustainers
• Convert Major Donor
Pledges

28.
Compliment
Telemarketing
withP2P
Messaging.

29.
Targeting & Data
Are Important.
What are the phone numbers
most likely to respond?
Make a Good
First Impression.
If you want the person to take
action later and respond, focus
on the first impression.
Be Human.
Be Consistent.
Use language that sounds
real.
Don’t forget about
responding!
B E S T P R A C T I C E S

30.
• No opt-in means that an organization can move fast.
• It’s a live person so you can “go deep”.
• Q&A and a personalized touch.
• High-value situations.
• People are used to answering their phone.
W H AT ’ S S P E C I A L A B O U T P 2 P ?

31.
Facebook Messenger

32.
• 1.4 Billion Users
• Data Collection & Conversion
• Worldwide
• No Cost Per Message
• CombinesAdsWith Communications
Facebook
Messenger
Overview

33.
NewTools Like…
Buttons
Images, GIFs, Emojis
NLP
Cards
Carousels
Quick Replies
Shares to FB
Shares to Friends

34.
Messenger is Digital Marketing

35.
UseCases for Messenger
Drive users into
conversations from social,
web, Facebook Ads and
offline promotions.
Collect contact data at
rates 5-10x higher than
landing pages.
Acquisition Engagement
One on One conversations
at scale.
Build deep data profiles on
subscribers, based on how
they talk about issues or
answer subjective
questions.
Activation
Broadcast news alerts that
instantly reach subscribers with
open rates at 80%.
Target “Sponsored Message”
ads for marketing or
promotional messages that
broadcast to people that have
messaged the page previously.
Use Cases for Messenger

36.
Automated
Conversation
Flow in
Messenger

37.
It’sGoodforEngagementand
Advocacy—It’saConversationso
AskforResponse

38.
UseItfor
BreakingNews
Updates,Facts,
Photos,Quotes,
Articles…

39.
How toUse Messenger
for Fundraising
39

40.
Example
Donation Flow

41.
Conversation
Rate
Email
Conversion
Location
Collection
Transaction
Amount
Final
Conversion
Up to 74% 46% 30% 9% 4.9%
Up to 75% 2.2% 2.2% 2.2% 2.2%
Click
Rate
Email
Conversion
Final
Conversion
Messenger Desktop
Location
Collection
Transaction
Amount
Case Study

42.
PremiumOffers…Urgent
Asks…SpecialDays

43.
Bots aren’t cool
Bots are for customer service or
operations and they don’t
work. Use Messenger for
marketing.
Existing KPIs
Messenger is best utilized as an
extension of digital marketing,
so focus on digital marketing
KPIs.
Mix it up
Messenger blends advanced
messaging with the power of
FB and the web. Use emojis,
gifs, buttons and connect to
shares and webpages.
B E S T P R A C T I C E S

44.
• Digital Marketing, not CRM.
• Connected to FacebookAd Network and Social Network.
• Conversions – super low costs for email and mobile number
acquisition.
• Smoothly connects to web, petitions and donation pages.
• Very new and this is Facebook.
W H AT ’ S S P E C I A L A B O U T M E S S E N G E R ?

45.
Text to Donate

46.
TexttoDonate
Overview
• Donations Added to a Phone Bill
• Low donation amounts - $5/$10/$25
• 501c3’s only
• Only transactions, no communications

47.
TexttoDonate
AlsoCalled
Mobile
Donations or
Text to Give

48.
Earned Media
Mobile Giving is best used
during news events with
free/earned media, celebrities
and large live events
Show Me the
Money!
The organization is choosing to
get a one time donation rather
than capture the person and
collect data.
Clear and
Repeated CTA
It’s the fastest way to donate,
but take your time with the
call to action and make it
easy for people to text in.
B E S T P R A C T I C E S

49.
Quick
Donate
• Email, broadcast SMS, P2P and FB Messenger
are really just linking to a donation web form.
• If we save the supporter’s credit card, can we
just trigger a donation with a response or click?
• Requires a lot of data
• Higher Average Gift and Frequency!
• About 40x (4,000%) more than having an
email address.

50.
50
Build andGrowYour Program

51.
GrowthWill
HappenOver
Time

52.
StartCollecting
Numbers &
Asking forOpt-
ins onYour
Forms Now
More promotion = more subscribers = more action.

53.
Add Mobile to
Advocacy
Forms
53

54.
AskYour
Email List
54

55.
Promote on
Social Media
55

56.
56
Put It onYour
Website

57.
57
Add Keyword + Shortcode to Rally Signs

58.
Include inYour
Videos
58

59.
59
Got Celebrity Followers?
AskThem toTweet

60.
More People + More Action

61.
What’s Next?

62.
QUESTIONS?
#DigitalDay2018 Thank you!
Rachel Kottler, Digital Account Manager
Lautman Maska Neill & Company
rkottler@lautmandc.com
@lautmandc
Michael Sabat, Founder
@Mssg
Michael@atmssg.com
@AtMssg