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

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