Anytime, Anywhere: Getting the Message on Mobile by Amy Gahran (2016) Knight Digital Media Center presented a day-long workshop for foundation communications professionals on April 4, 2016 as part of the CommA Days conference in New Orleans. Participants learned about strategies in communication and engagement on digital, mobile and social platforms.

1. Anytime, Anywhere:
Getting the Message
on Mobile
April 4, 2016
Amy Gahran
amy@gahran.com
@agahran

2. Amy Gahran
amy@gahran.com
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4. Smartphones: fastest consumer
adoption of any technology!
- Lee Rainie, Pew Research
(Me: Because mobile is
inherently engaging.)
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5. What mobile engagement
can look like…
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8. More community foundations
doing cool local engagement
with mobile:
bit.ly/cfoundmobile
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9. Mobile is:
Personal!!!
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10. Take Out
Your Phones!
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11. A Better Mobile
Experience
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12. Mobile =
Smartphones!
(not tablets)
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13. Mobile = Crucial for Local
• Over half of local searches happen on
mobile devices. (Search engines and apps)
• Community sites/campaigns often are NOT
an optimal mobile experience
• Pages take more than 1-2 sec to
download? Mobile users LEAVE!
• Especially on cellular data connections.
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14. Blogs
Super easy to make
mobile friendly
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15. PDFs stink!
(on mobile)
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16. Do you have to
redesign your
website
for mobile?….
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18. Google AMP: ampproject.org
• Accelerated Mobile Pages
• Open Source framework to create mobile-
optimized version of site
• Up to 85% page load time savings
• Better mobile search visibility
• Developers can implement faster, cheaper
• Doesn’t require site redesign
• More at: bit.ly/kdmcfbg
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19. Mobile Content
Distribution
Beyond Your Website
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20. Medium.com: bit.ly/knightvr
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Viewed in the
Medium app:

21. Medium.com: bit.ly/knightvr
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22. ToxicNJ.com
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Medium via Mobile Web
App options
Logged in

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24. Facebook!!!
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25. FB Instant Articles
• Republish selected articles directly &
automatically within Facebook app
• News sites and other article-style content
• FB: Most popular and stickiest mobile app
• Your community is already there.
• April 12: Open to all publishers!
• Integrates web analytics, e-mail signup forms
• Free?….
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In Facebook
mobile app
NOT mobile web
browser!

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29. Mobile Giving
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30. Mobile Giving Options
• Text to give. Wireless carrier billing.
Works on any cell phone (even dumb
phones)
• Mobile donations. Credit card billing.
Needs smartphone.
• Mobile web or apps, including
crowdfunding. Needs smartphone.
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31. Hispanics in
Philanthropy
Custom-built,
mobile-friendly
crowdfunding
platform
(web, not app)
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33. • Regular online giving events.
• Supports, promotes broader campaigns like
Giving Tuesday.
• Lots of resources, training (capacity building).
• Cool prizes as perks: SW airline tickets, in-
kind contributions.
• Matching funds. For every $1 HIP partners
offer as match, nonprofits raise $1.71.
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HIPGive features:

34. Texting + Giving =
Instant generosity!
(esp. with radio, TV, ads)
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35. Text-to-Give: How it works
• Donor texts a keyword to a shortcode
• Fixed donation amount only
• Carrier billing: added to donor’s cell phone bill
• Carrier & donation platform take their cut
• You (eventually) get the money
• Optional: Can build up your opt-in texting list
• Simplest donor experience, works on any
cell phone
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Shortcode
Keyword
Response
Donor confirmation

37. Text-to-Give drawbacks
• Time to receive funds: 90-120 days vs. 15
days (donors must pay phone bill)
• Limited data for engagement: Cell # only
• Higher transaction fees.
• Lower fulfillment due to more failed
transactions
• Most family, group, corporate plans are
ineligible.
• Not compatible with discount cell resellers
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38. Mobile Donations: How it works
• Texting/mobile web hybrid
• Donor texts a keyword to a shortcode
• Autoresponse text includes link to donate
• Donor fills out mobile web form — flexible
donation amount!
• Billed to credit card (or sometimes Paypal,
ApplePay, Google Wallet)
• Minus fees (for platform, transactions)…
• You get the money! (Higher avg donations)
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Keyword
Shortcode
Donation link
(mobile web)

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41. Cell phone
typing:
What could
possibly go
wrong?…
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44. Main Mobile DO’s
• DO assume many/most users/donors are
on their phones
• DO have mobile-friendly website or
campaign landing pages
• DO promote mobile across all media!
• DO use mobile-friendly e-mail templates!
• DO post links to mobile-friendly content
in social media! (Reddit is great for local)
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amy@gahran.com