This document provides tips and guidance for non-profits to prepare for year-end fundraising using mobile strategies. It notes that 30% of annual giving occurs in December, with 10% in the last 3 days concentrated between noon and 7pm. Mobile users are now sharing content at double the rate of desktop users. The document outlines how mobile can be used for fundraising, advocacy, marketing, volunteer recruitment and operational efficiencies. It provides recommendations for getting a mobile website responsive, using text-to-donate, promoting recurring donations, using social media and email effectively on mobile, and leveraging analytics to improve mobile performance. Resources for additional information are also listed.

1. Getting Mobile-
Ready for Year-End
Darian Rodriguez Heyman
Darian@DarianHeyman.com

2. Who Is This Guy?

4. • Why Mobile?
• Tips & Tools for Year-End
Today’s Agenda

8. The Web is Going Mobile

10. Year-End Fundraising
Starts NOW

11. • 30% of Giving Occurs in Dec.
• 10% Occurs in the Last 3 Days!
– Concentrated Noon-7pm
Year-End Giving

13. Mobile Users Share Double

14. • Fundraising: Capitalize on New
Channels
• Advocacy: Mobilize the Masses
• Marketing: Amplify Your Voice
• Volunteer Recruitment &
Management
• Program & Operational
Efficiencies
Mobile is Versatile

16. Planning for Success
Mobile
Matrix™ Staff Donors Volunteers Clients The Public
Revenue
Efficiency
Communication
Service
Form Follows Function

17. • Step One: Benchmark
Current Traffic
• Step Two: Get Responsive
– Home & Donate Pages Are Key
• Cross-Platform Integration is Key
• 2013: US Smartphone Sales Tipped
Mobile Websites

18. Get Responsive

19. Website vs. App

21. • User Friendly & Simple
• Great for Events/Traffic
• “Friendraising” vs. Funds
• Minimum $5 - $10 Donations
• No Recurring Gifts
• 30 – 90 Day Wait
Text To Donate

22. INGREDIENTS FOR ORGANIZING
Pick a Platform

23. • Mobile
Friendly
• Minimize
Fields
• 3-Click
Rule
Pick a Platform

24. Promote Recurring Giving

25. Socialize Giving

28. • Test Email Campaigns
– Subject, Image, Copy
– 1% Each; Minimum 500/Group
• Preview Emails on Mobile
– Tues/Weds/Thurs 11am/2pm
Email Fundraising

29. Infographics

30. • Add Value to Searchers
• Remember the 2 Second Rule
• Donate Buttons: Top & Bottom
• K.I.S.S.: 1 Call to Action
• Be Generous with White Space
• Photos & Videos Rule
(Beware Text)
Mobile Impact 101

32. • BIG Buttons: 30x30 Pixels
• Space Out Hyperlinks
• Google Analytics’ Mobile
Perf. Report
• Leverage QR Codes
at Events
Mobile Impact 101

33. • Watch Mobile % of Traffic
• Beware Conversion
Rate Dips
• High Bounce Rate =
Slow Load
Mobile Analytics

34. • www.Fundraising123.org
• www.SparrowMobile.com
• www.BethKanter.org
• www.NPTechForGood.com
• Mobile for Good, Heather Mansfield
• www.Google.com/nonprofits
• www.letsalldogood.com
RESOURCE REVIEW

36. Thank You!
Darian@DarianHeyman.com
(415) 637-5062