This document discusses how non-profits can use mobile apps for ongoing engagement and fundraising. It provides a sample case study of a disaster relief non-profit using app data and push notifications to target users for donations during a typhoon. The non-profit would use specialized email segmentation, push notifications, SMS donations, display ads, and integrated petitions to further segment app users and determine the highest value targets for fundraising.

1. JUSTIN KUTNER | @JMKUT |
JUSTINK@BEEKEEPERGROUP
ACCOUNT MANAGER,
BEEKEEPER GROUP

2. USE MOBILE APPS AS AN ENTRY POINT
Take a group of
people interested
enough to install
the app
Keep them
informed through
reasonable
updates via push
notifications (97%
average read rate
on push!)
ONGOING
ENGAGEMENT

3. SAMPLE CASE STUDY
•
You are a disaster relief non-profit with an app primarily used for
information.
•
There’s a typhoon in the Philippines

4. SAMPLE CASE STUDY
•
App’s secondary focus is on generating donations
•
You now use the data you’ve collected from app users to target them via
specialized email segmentation (Did they donate during the last
disaster? Are they heavy content users? Have you ID’d their income
level?)
•
Entire user base can be targeted with a push notification asking for
donations as well
•
SMS text-to-donate

5. SAMPLE CASE STUDY
Keep exploring ways to activate users
•
Tag app users in your CMS database and target them via display ads
•
Give them an easily Google-able message, so if they don't click on
your ads, you can hit them with SEO ads
•
Build the app with integration to whatever paid petitions the organization may
be running on Care2 or Change.org

6. SAMPLE CASE STUDY
Segment Segment Segment Segment Segment Segment Segment Segment
Segment Segment Segment Segment Segment Segment Segment
By integrating petitions and online ads, you can now segment your
audience further to determine your highest value targets.
App Users
App Users Who
Sign Petition
App Users Who
Donate & Sign
Petition
App Users Who
Donate, Sign
Petition and
Receive Email

7. USING THE DATA
•
The use of apps can be an early indicator of an issue worth hitting
people with fundraising appeals
•
Do you see a big uptick on X day with X alert? Does one blog post,
delivered via mobile, demonstrate higher engagement? Run with it.