This document provides guidance on developing a mobile strategy. It recommends determining constituents' needs, goals, platforms, and marketing strategy. The needs assessment should understand how and where constituents access information. Goals could include fundraising, advocacy, or information. Popular platforms include smartphones, SMS, and social media. The marketing strategy should integrate mobile with other channels and test different messages and formats. Success can be measured by donations, engagement, or other metrics. Outsourcing help is also suggested.

1. MOBILE WORKSHOP
How to build your plan.
With Erik Rubadeau and Shannon Pitt
from HJC New Media

2. Mobile Trends
• 17% of US mobile users have smartphones (comScore, Dec. 2009)
• 49.2% plan to purchase advanced mobile device within next 2 years
(Mobile Marketer, Nov. 2008)
• Mobile Giving trends may open up online giving options beyond $5
and $10 one‐time gifts in the future
• Ability to opt‐in to monthly text giving
5/31/2010 proprietary & confidential

3. Defining Your Mobile Strategy
Getting from here………………………………….to there

4. The Skeleton of a Strategy
• 1. Determine Your Constituents Needs
• 2. Determine Your Goals
• 3. What’s the Platform
• 4. What’s The Marketing Strategy

5. 1. Determine your constituents
needs
After all, it’s about them
• What type of visitor are we expecting?
• What type of info are they looking for?
• What is their level of intent (decid(ing/ed) to visit?
• Where will they (most likely) be accessing this
information?
• What other mobile sites/applications/ services exist
already? Competition?
• Why are we the expert source of this information? What
makes us the destination?
• Focus what information you make available based on the answers to these questions.
You don’t need to cram your entire website on a mobile platform.
• Surveys, Analytics, Focus Groups, etc.

6. What is Your Goal?
Fundraising
Organization
Volunteerism
Information
Advocacy
Promotion
Alerts
Crisis Communication
Announcements
Customer Service
Self Guided Tours
Or all of the above?

7. 3. What’s The Platform?
• How will we connect your goals to your constituents
needs?
• iPhone, Blackberry, Android, Mobile Web(WAP), SMS,
Audio tours, Twitter, FourSquare, Maps, Augmented
Reality?
– What type of platforms are the target demographic using?
Business? Early Adopters?
– Network? (Cell, 3G, WiFi, Bluetooth)
– What type of interactivity is required?
– Costs? (yours and theirs)
– How will the product/platform be updated or maintained?

8. Rely on Your Technology
To measure success:
• Inform your technology provider of the
metrics you want
– Are these possible?
– What else can be tracked?
– How much will it cost?

9. Marketing Strategy

10. 4. Marketing Strategy
• How are you going to market your new
mobile awesomeness?
• Think about where your constituent
touch points are
• Think about logical cross‐pollination
opportunities
• Think about it, try it, track it, refine.

11. Set‐Up: Mobile Giving Campaign
1. Contact an approved Application Service
Provider (ASP) from The Mobile Giving
Foundation (MGF):
– Mythum
– ZipGive
– Adenyo
2. ASP will generally provide you with:
– Campaign specific keyword(s)
– Shared or own short code provisioned for
cross‐carrier mobile giving
– Extras: reporting, tool kits, integration widgets
5/31/2010 proprietary & confidential

12. How Much? How Often?
• Avg. message volume: 1.6
messages/month
• Belief that subscriber has lower tolerance
in text messaging vs. Email messaging
– Some users have to pay for higher volumes

13. How Will You Measure Success?
• Your goal can define your success.
• Is Success for your Mobile Campaign:
– Dollars Raised?
– Signatures?
– More Volunteers?
– Dispersion of knowledge?
– Increase in website and physical location
traffic?
– Flash Mob Events/Well organized events?

14. Test Test Test
As you measure your results consider the
value of numbers from tests.
• Did message A outperform message B?
• Do users give you more via a mobile
donation form? Or with a text to give
program?
• Do users opt in to sign up for more texts?
Or, do they prefer email?

15. Test Test Testing
• What are some A/B examples?
• Where does this fit for your organization?

16. Don’t Power Off
Just because a user engaged with you once
doesn’t mean the conversation should end.
Have users opt in for more correspondence.
Get email addresses! Get phone numbers!
The more touch points the better. Engage
your users.
Track them. Test your stewardship strategy.

17. What is Your Ideal Stewardship
Strategy?
• Map out what you want to know about
your users.
• How will you get this information?
• How would you want to be managed as a
user/donor/constituent?

18. The Media Watershed
Are you running other media?
• Tweeting?
• Facebooking?
• Radio Spots?
• Billboard (OOH)?
• Point of Sale?
• Email / Enewsletter?
• Print
• TV
• Online
Make it flow together. Rely on your holistic plan. Integrate.

19. Mobile Integration
Traditional Website Social
Media Widget Networks
5/31/2010 proprietary & confidential

20. The Help
So. Who’s going to do all of this work? You?
A mobile plan is rewarding. It’s new. It’s
affordable (compared to TV!). Who’s going to
manage this?
Consider your team. Ask for outside help.
There are experts in this who want to help
you.

21. The Risks
• Should be used as part of larger donor
acquisition strategy
– Integrated with multiple channels
• Donations limited to small amount
– $5, $10 donations
– Some carriers may limit max. donations per
month
• Risk of cannibalizing revenue that would’ve
come in via other channels
– i.e. online at much higher avg. gift amounts
5/31/2010 proprietary & confidential

22. Mobile Marketing Best Practices
1. Add a “Mobile” subscribe field to your mailing list pitch on your
website
2. Add a “Mobile” subscribe field to event sign‐up sheets and
donation slips in your print newsletters and funding appeals.
3. Post Tweets on Twitter and Status Updates on Facebook asking
your followers to subscribe your text campaign.
4. Less is more. Don't text your supporters too often!
5. Mix up your text message schedule.
6. Make sure your text messages don't arrive during sleeping hours.
7. Link the mobile versions of your social networking profiles on
your organization's mobile website.
8. Make it easy for people to subscribe to your text alerts and e‐
mail newsletter on your mobile website.
9. Limit text alerts to 140‐160 characters.
Source: Diosa Communications
5/31/2010 proprietary & confidential

23. Mobile Marketing Best Practices
(cont’d)
10. Feature your smartphone app(s) on your website and blog with
screenshots and "Download the App" buttons.
11. Link to your mobile website in text alerts, not your desktop site.
12. Make sure your "Donate Now" page functions in mobile browsers.
13. Do not require potential subscribers to enter their email address to
receive text alerts.
14. Add your KEYWORD and SHORT CODE pitch to your Twitter background.
15. Add your KEYWORD and SHORT CODE pitch to your print materials.
16. Write a brief, useful App Description for the app Galleries/Stores.
17. Use "nonprofit" and the "name of your organization" as app Keywords
for the App Galleries/Stores.
18. Don't ask smartphone app users for their e‐mail address before they
have a chance to see what your app is about.
19. Get professional training on how use mobile technology and social
media!
Source: Diosa Communications
5/31/2010 proprietary & confidential

24. Shout Out!
Shannon C. Pitt
Shannon.Pitt@hjcnewmedia.com
Twitter @shannoncpitt
Erik Rubadeau
Erik.Rubadeau@hjcnewmedia.com
Twitter @erik_rubadeau