Mobilizing a group of supporters requires more than communication. To effectively unite people around a common cause for social action, marketers face the task of creating a massive, engaged, online and offline community. Without numbers, the community’s voice lacks punch. Without engagement - both on the ground and the web - the community only thinks and talks about, rather than activating, change. To build, engage and support this community, marketers need to capture supporters anywhere and everywhere. Communication need to be immediate in order to take advantage of any political or societal developments. Location data remains vital in order to pinpoint concentrated groups of followers. Above all, social-action organizations need to transform supporters into advocates and activists empowered by each other. This webinar discusses how mobile addresses all of the above and enables development of an effective community with engaged constituents. Part of the Waterfall Industry Insights series.

1. Waterfall Industry* Insights
* Social Action Mobile Marketing
Kane Russell
Vice President of Marketing
Waterfall Mobile

2. Corporate
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Founded August 2005
Offices in SFO (HQ), Austin & NYC
Backed by Vista Equity Partners
Cross-channel mobile & social CRM via SMS, IVR,
Passbook, 2D Codes, Coupons, Push & Social
Platform
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Access @ waterfallmobile.com
Personalized engagement for mobile
Intuitive user interface
Full-service compliance support, including
provisioning, certification & audit management

3. Agenda for Today’s Webinar
1. Success formula for cause-based marketers
2. Mobile for social action
3. Case studies with best practices
4. Mobile donations
5. Overall strategic takeaways
6. Next steps and Q&A

4. Most Important Nonprofit Communication Goals
What are the most important communication goals for your non-profit?
57%
52%
Acquiring new donors
Engaging our community
45%
General brand awareness
30%
Retaining current donors
22%
22%
20%
18%
Thought leadership
Creating website traffic
Acquiring new participatns
Building a print or email list
12%
Acquiring new volunteers
Retaining participants
Other
7%
4%
Source: nonprofitmarketingguide.com, 2013

5. Most Important Nonprofit Communication Channels
How would you rate the following communication channels in terms of their importance for your nonprofit?
100%
90%
80%
Somewhat important
Very important
70%
60%
50%
40%
30%
20%
Podcasting
Mobile
Photos
Phone
Paid Advertising
Blog
Video
Print
PR
Events
Email
Social Media
Website
10%
Source: nonprofitmarketingguide.com, 2013

6. Success Formula For Cause-based Marketers
More
Supporters
+
Active
Engagement
=
ROI
}
Robust
Community
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.

7. Challenge For Cause-based Marketers
More
Supporters
+
Active
Engagement
}
Robust
Community
=
ROI
Capture subscribers anywhere and everywhere
Immediate communication necessary
Location information crucial for mobilization
Transform passive supporters into activists
Unite subscribers to feel empowered by each other
*All at a reasonable cost
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.

8. Agenda for Today’s Webinar
1.
Success formula for cause-based marketers
2. Mobile for social action
3. Case studies with best practices
4. Mobile donations
5. Overall strategic takeaways
6. Next steps and Q&A

9. Cell Phones Per 100 Citizens
How many cell subscriptions are there in the United States per 100 people?
102
98
100
95
95
90
92
89
86
85
80
75
70
65
60
55
2008
2009
2010
2011
2012
2013
Source: CTIA & WorldBank, 2013

10. Most Used Consumer Communication Channels
Which cell phone activities do you currently use?
81%
SMS
60%
52%
50%
49%
48%
Internet
Email
Apps
Location information
Music
21%
Video
“Check-in”
8%
Source: Pew Internet, 2013

11. Length Of Time Reading Marketing Emails
When consumers do view emails, how long do they spend reading?
Android Phone
Android Tablet
iPhone
Desktop
iPad
10%
20%
30%
0-3
40%
50%
60%
3-15
70%
80%
90%
100%
15+
(Seconds)
Source: Movable Ink and eMarketer, 2013

12. The Mobile Advantage
Percentage of Subscribers
That View Contents
98
Response Time
+
PERCENT
Opt-in SMS
90
SECS
=
Mobile is Preferred.
75% of consumers prefer receiving ads
via SMS. The opt-out rate for mobile
messaging is less than 2%.
Opt-in SMS
29
PERCENT
20
PERCENT
Tweets
16
PERCENT
Opt-in Email
+
2.5
DAYS
Opt-in Email
=
Email & Social are Less Personal
The average American has 1 cell
number, versus 3 email accounts (with
an average 200 unread emails).
Facebook
Updates
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Sources: Smart Insights, eMarketer, MarketingProfs: 2013 / Techcrunch, Microsoft: 2012

13. Mobile For Social Action
More
Supporters
+
Active
Engagement
=
ROI
}
✓
Robust
Community
Capture subscribers anywhere and everywhere
✓
Immediate communication necessary
✓
Location information crucial for mobilization
✓
Transform passive supporters into activists
✓
Unite subscribers to feel empowered by each other
✓
*All at a reasonable cost
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.

14. Agenda for Today’s Webinar
1.
Success formula for cause-based marketers
2. Mobile for social action
3. Case studies with best practices
4. Mobile donations
5. Overall strategic takeaways
6. Next steps and Q&A

15. The Cove
Acquiring Subscribers
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.

16. Source: TakePart YouTube, 2009

17. Results & Best Practices
In-Theater
9% opt-in rate for limited release
~25,000 subscribers captured during expanded release
29% of subscribers signed the petition
DVD
Subscriber list grew to ~38,000 subscribers
25% signed the petition
Oscar Night
88% increase in subscriber list
Thousands of tweets, Facebook mentions and blog posts
Ongoing
Continued growth with 1.4MM signing the petition
Best Practice
View mobile as a long-term means to maximize customer
lifetime value
Source: ABC, 2010

18. PETA
Integrating Email And Mobile
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.

19. Source: sfcitizen.com via Steve Rhodes, 2010

20. Results & Best Practices
First Campaign
18.5% conversion rate
43.3% took action within 2 minutes
Subsequent Campaigns
#2 – 23.58% conversion rate
#3 – 18.37% conversion rate
#4 – 24.85% conversion rate
Best Practices
Target effectively
Use channels opportunistically
Define next steps to customers
Source: PETA, 2013

21. Waiting For “Superman”
Digital Codes
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.

22. Source: sfcitizen.com via Steve Rhodes, 2010
Source: Participant Media, 2012

23. Results & Best Practices
Unique Code Redemption
Online pledge campaign: 9.58%
Online ticket sales: 20.43%
In-theater distribution: 3.35%
Companion book: 7.27%
In-store promotion: 6.24%
Mobile: 45.96%
Total Impact
19,200 new to DonorsChoose.org
1,753 donors contributed an additional $142,929
$832,254 total donations
26,913 projects funded, reaching 699,738 students
Best Practices
Personalize mobile campaigns
Implement a cross-channel approach
Source: DonorsChoose.org, 2012

24. DoSomething.Org
1-to-1 Conversations
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.

25. Nancy Lublin
DoSomething.org
“Texting That Saves Lives”
Source: Ted.com, 2013

26. Results & Best Practices
Context
Send 200K messages/week to teens for social action
Texting is familiar, comfortable, fast, private and real-time
Results
Found mobile to be 11X more powerful than email
Recipients revealed extremely personal details
Huge data potential
Best Practices
Focus on mobile data
Push boundaries of what you’re doing today
Source: DoSomething.org, 2013

27. FEMA
Mobilizing Supporters
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.

28. Source: Fema.gov, 2013

29. Results & Best Practices
Channels
App available for Android, Apple and Blackberry
SMS distributes preparedness tips and enables shelter search
Social media provides updated information
Mobile website offers easy-to-navigate access
Results
Drive real-time interactive communication
Continue to improve mobile innovation each year
Best Practices
Take an incremental approach to mobile
View customer profiles across channels
Source: USA.gov, 2013

30. Planned Parenthood
2D Codes For Customer Activation
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.

31. Source: Mashable, 2012

32. Results & Best Practices
Thought process
Create a community across geographies
60K distribution
Results
Active sharing throughout a number of states
Continue to experiment with mobile programs
Best Practices
Experimentation helps drive strategy
Dive into mobile with a purpose
Source: Mashable, 2013

33. Agenda for Today’s Webinar
1.
Success formula for cause-based marketers
2. Mobile for social action
3. Case studies with best practices
4. Mobile donations
5. Overall strategic takeaways
6. Next steps and Q&A

34. Source: Redcross.org, 2013

35. Best Practices
Rules
Only 501(c)(3) organizations have authorization
Donations capped at $25 max
Mobile giving separate from mobile marketing
Alternatives
Mobile-optimized website
Pledge campaign
App
Best Practices
Find the best strategy for your organization
Source: mGive, 2013

36. Agenda for Today’s Webinar
1.
Success formula for cause-based marketers
2. Mobile for social action
3. Case studies with best practices
4. Mobile donations
5. Overall strategic takeaways
6. Next steps and Q&A

37. Comprehensive gallery of mobile and social calls
to action provides thorough understanding of
customer acquisition and ROI
artofthecta.com
Source: ArtotheCTA.com, 2013

38. Key Takeaways
Actionable Next Steps
Channel
Communicate across channels, including SMS, email, 2D codes
and voice, to personally engage supporters the way they prefer.
Customer
Focus on end user experience. Test and deploy effortless ways
for supporters to participate and engage in a 2-way dialogue.
Campaign
Campaigns will only succeed with compelling calls to action that
clearly define action and incentives.
Customization
Collect and utilize data to deliver the most targeted, compelling
information
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.

39. Don’t just message. Have a conversation.
For more information visit www.waterfallmobile.com
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.