Nonprofits can receive as much as 40% of their yearly donations during the end-of-year giving season. And this year, for the first time ever, many will be seeing more than half of their online traffic coming from phones and tablets. That’s why, to engage supporters across channels and reach end-of-year fundraising goals, today’s nonprofit needs experiences optimized for any device. Join Moovweb and Charity Dynamics, who together improve multi-channel charitable giving for dozens of non-profits, to learn how to extend successful giving campaigns to mobile, with a focus on increasing year-end results.

1. Accelerating Mobile
Charitable Giving

2. Presenters
David Balcom, Director
Strategic Solutions, Moovweb
Stuart Boyd, VP Products,
Charity Dynamics

3. About Moovweb
• Founded 2010
• San Francisco, New York & London
• 22+ solution & service partners
• 120+ customers, 200+ mobile experiences
• Engaging 58M+ monthly mobile visitors
• 2014 fastest growing vendor to IR500 (289% growth)
• Google recommended vendor for multi-screen optimization

4. About Charity Dynamics
• Founded 2004
• Austin, TX and offices in Washington DC
• Strategists, designers and technologists passionate about
helping clients achieve their missions
• $350M raised on mobile & social application, Boundless
Fundraising
• 4x on Inc 5000 list of fastest growing private companies 50+
Nonprofit customers and partners

5. Customers

6. Moovweb + Charity Dynamics
Moovweb:
Over 7mm taps on
donation buttons last
quarter for nonprofit
customers
Charity Dynamics:
Over $350mm raised on
Boundless Fundraising
for over 100+ programs

7. 7 Billion people on earth
6 Billion mobile phones
Everyone ON
EARTH has a phone
IN THE UNITED STATES:
33% Americans have abandoned desktops and laptops
69% of Americans donate to charities
Reference: HBR and Donor Drive
Why Mobile?

8. Reference: Network For Good, Digital Giving Index
State of Mobile

9. Build it …

10. Web traffic trending towards mobile:
• 58% desktop, 41% mobile
• 65% growth of mobile phone visits 2013 v. 2014
• 3000% growth of mobile users v. 2012
• Note: Site made mobile friendly in 2012
58%
42%
Visitors,
by
device
desktop
mobile
… and they will come

11. Understanding Mobile Conversion
90%
Percentage of users that switch between devices to complete
a goal (i.e. browsing on one, purchasing on another).
25%
Typical mobile conversion rate as percentage
of the desktop conversion rate.
<1%
Typical mobile conversion rate, regardless of industry.
Reference: Moovweb

12. Optimize
UI
Optimize
Experience

13. Beloved, But Not UI Optimized

14. Experience Optimized

15. Top 232 US nonprofits by
revenue – do they have
mobile web experiences?
Yes mobile
No mobile
76%
24%
177
55
Reference: Moovweb
What’s at Stake and Where to Go

16. Top 232 US nonprofits by
revenue – do they have
mobile web experiences?
Yes mobile
No mobile
76%
24%
177
55
Of the 76% “yes,”
how mobilized are they?
UI optimized
Experience optimized
58%
19%
134
43
Reference: Moovweb
What’s at Stake and Where to Go

17. Top 232 US nonprofits by
revenue – do they have
mobile web experiences?
Yes mobile
No mobile
76%
24%
177
55
Of the 76% “yes,”
how mobilized are they?
UI optimized
Experience optimized
58%
19%
134
43
What’s at Stake and Where to Go
Nonprofits who make it hard to give online “may be
missing out on billions of dollars in online gifts.”
Reference: http://philanthropy.com/article/Most-Charities-Fail-at-Online/144401/

18. Nonprofits who make it hard to give online
“may be missing out on billions of dollars in
online gifts.”

19. How to Get There – ROI
Unique
visitors
per
month
to
en6re
site
inc
mobile
2,000,000
TABLET
To
desktop
rate
By
5%
By
10%
By
15%
Every
1%
improvement
The
percentage
of
that
number
on
phone
is:
25.00%
Increasing
tablet
conversions
to…
5.00%
3.68%
3.85%
4.03%
3.54%
The
percentage
of
that
number
on
tablet
is:
25.00%
…
Results
in
increased
revenue
per
month
of
$427,500
$52,369
$104,738
$157,106
$10,474
The
percentage
of
that
number
on
desktop
is:
50.00%
How
many
Days
to
achieve
ROI
on
project
cost
4
29
14
10
144
100.00%
My
average
dona6on
on
smartphone
is:
$57.00
PHONE
To
desktop
rate
By
5%
By
10%
By
15%
Every
1%
My
average
dona6on
on
tablet
is:
$57.00
Increase
phone
conversions
to
…
5.00%
1.05%
1.10%
1.15%
1.01%
My
average
dona6on
on
desktop
is:
$57.00
…
Results
in
increased
revenue
per
month
of
$1,316,700
$16,459
$32,918
$49,376
$3,292
How
many
Days
to
achieve
ROI
on
project
cost
1
105
52
35
523
My
current
conversion
rate
on
phone
is:
1.00%
My
current
conversion
rate
on
tablet
is:
3.50%
My
current
conversion
rate
on
desktop
is:
5.00%
Growth
of
phone
share
over
the
year
10.00%
TABLET
PROJECT
COST
IN
YEAR
ONE
$49,600
Growth
of
tablet
share
over
the
year
15.00%
Implementa6on
$25,000
Growth
of
OVERALL
traffic
over
the
year
5.00%
Maintenance
and
support
$1,500
$550
derived
SMARTPHONE
PROJECT
COST
IN
YEAR
ONE
$56,600
Number
of
dona6ons
on
smartphone
5,000
Implementa6on
$32,000
Number
of
dona6ons
on
tablet
17,500
Maintenance
and
support
$1,500
Number
of
dona6ons
on
desktop
50,000
$550

20. What does this mean for
your digital strategy?

21. Average donation from email:
$57
One-time
$20
Monthly
Reference: Non Profit Tech For Good
Email Marketing

22. 50%
of email was consumed on mobile
Reference: Non Profit Tech For Good
Email Marketing

23. You Can’t Pick the Device

24. Social Is Mobile

25. Inspire
using
social:
55%
of
those
who
engage
via
social
media
are
inspired
to
take
further
acDon
59%
Donate money.
53%
Volunteer.
52%
Donate clothing,
food, or other.
43%
Attend/help a
charitable event.
40%
Purchase to help
the cause.
25%
Contact political
representative.
15%
Organize an
event.
2%
Some other way.
Reference: Non Profit Tech For Good
Giving Is Social

26. Facebook referred 29.4% of traffic to donation pages on #GivingTuesday
Tweets sent 700% more visitors to donation pages than on an average day
Reference: Non Profit Marketing Guide
Giving Is Social

27. How does this apply to your
end of year giving?

28. Year End Giving
Reference: Network For Good

29. from Marketing Professors, Jan 2014
Holiday Spikes

30. Agree on objectives, success.
Gather data. Use the data.
Test (messaging, creative, placement). Make it urgent, make it tangible.
Segment creative, messaging.
Deliver a continuous experience (but don’t assume continuity).
Multi/omni/mega!-channel integration (email, search, ads, social, mobile).
✔
Your Checklist
There is a place for SMS (but it might not be text donations).
Know your audience, know your timezones.
Go mobile!

31. Your Mobile Checklist
Make it easy.
Mobilize all emails and landing pages.
Ask for mobile numbers (why not?)
Consider those fields you can’t live without.
✔
Know audience, know your timezones.
Allocate mobile ad spend.
There is a place for SMS (but it might not be text donations).

32. Questions?
David Balcom
davidb@moovweb.com
Stuart Boyd
sboyd@charitydynamics.com