DIGITAL MARKETING TOOLS AND...
Transcript of DIGITAL MARKETING TOOLS AND...
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DIGITAL MARKETING TOOLS AND FUNDRAISING
Nancy BenaventeMAY 2013
Philanthropy
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“Philanthropy is all about making a positive difference in the world by devoting your resources and your time to causes you believe in.
In my case, I like to support causes where “a lot of good comes from a little bit of good,” or, in other words, where the positive social returns vastly exceed the amount of time and money invested.”
Jeff Skoll
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Fundraising Strategy
Develop a Digital Strategy that integrates and aligns with the audience and the engagement strategy.
� Increase your social reach strategically and weave together an ecosystem
� Leverage your supporters – work smarter
� Leverage the new Digital Tools
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Digital Trends
The Rise of Digital Omnivores:� Digital Media Consumption Occurs on Different Platforms
Throughout the Day
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Mobile Platforms
Mobile Media – 2014… 30 % of internet users –will be accessing the web thru tablets
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Mobile Platforms
Tablet Consumption by Generation – Under 12 and Over 65
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Media Selection
� The Audience determines selection of Media & Mix� Factors
� Age� Purpose � Psychographics
� Message/Media Options� Emails� Text Messages� Websites� Pictures/Infographics� Videos� Games ~ Social Gaming and /or Cause Education
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Media Frequency/Consumption
� Emails – 13% of donors read all emails
� Text Message – 90% are read
� Websites – over 60% of donors visit charity website 1 a year
� Pictures/Infographics – on the rise, fun factor
� Videos –viewers average 286 videos a month
� Games ~ 33% of people play games on mobile devices
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Mobile Apps – Native (ROI)
Apple ITunes 2012 Figures:
� Number of apps: 650,000.� Number of downloads: 30 billion.� Revenue shared between developers: US $5 billion.
This comes out to …� Average downloads per app: 46,154.� Average revenue per app: US $7,692
Or taking into account that 29 percent of apps are free (according to 148Apps):
� Average revenue per paid-app: US $10,834
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Mobile Demographics
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Smart Phone Usage
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Majority using Apps to access Websites vs. Mobile Browser
Mobile Uses
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Web Browsing with Mobile
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Financial Transactions-Mobile
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Google Wallet
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Mobile Platform Considerations
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Question:
What is your mobile strategy?
1. Native Mobile app
2. Mobile Website
3. Hybrid - mobile website and native app
4. Responsive Web Design
Mobile Platform Considerations
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Several ways to approach mobile development
1. Native mobile app
2. Mobile Website
3. Hybrid mobile website and native app
4. Responsive Web Design *
*HTML5 is a game changer in terms of functionality
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Responsive Web Design http://gomobile.tamu.edu/texas-am-mobile-strategy
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Digital ToolsFundraising Uses
� Personal Internet Fundraising Pages– Integrate individual and group fundraising
� Mobile Applications – Engagement programs, apps, giving opportunities and volunteer tools
� Website/Microsites/Social Networks – Support Groups, Events, and Programs
� Videos – Sharing video is great way to tell your story
** Games – Social Gaming for Causes
� Email/Texting – Immediate access and “sharing”
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Social Networks
LinkedIn – 218 Million Users
�Building out Non Profit services
�Targeted Status Updates – Launched
PinInterest – 48 Million
Instagram – 100 Million users
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Digital ToolsFundraising Support
Question:
What mobile and/or digital tools have you used for fundraising in your organization?
Please type your response in the chat box on the left side the screen
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Digital ToolsFundraising Support
� CheckInEasy - Mobile Event Guestlist
� Text to Pledge – Event Mobile Fundraising *
� Swipe – Mobile credit card processing
� Square – Mobile credit card processing
� Boundless Fundraising – Facebook API & Mobile *
� Youtopia – Volunteer connection platform
� Sparked – Volunteer connection platform
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Digital ToolsFundraising Support
� OnSwipe – Mobile optimizer, IPad
� Scvnger - Game creation *
� Livestream – stream events live over the web *
� Animoto – video creation from photos *
� Stupeflix – video creation, personalize videos*
� Evernote – Productivity *
� DropBox – File syncing
� Engajer – Interactive VideoPresented by Nancy Benavente
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Digital ToolsFundraising Support
� SupporterWall - set up virtual Supporter Walls
� Viddler – Video hosting, users submit video� Pinterest – Content Sharing� MoFuse – Mobile website CMS� Zeen - Digital magazine creation site (Beta)� Visual.ly – Infographics� Instagram – Mobile photos, editing, share
� LiveClicker – Embed Video in Email
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Digital Fundraising
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Digital Fundraising
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Mobile Case Statements
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Case Statements “On the Go”
� Private mobile microsite for
potential prospects
� Interactive features – type
name on the bridge
� IPads used for engagement
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Digital Funding Opportunity
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IPad Pilot
Donor Recognition
Opportunity
*upfront and personal
Mobile Social Network
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Digital Tools
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� API widgets can connect your database with a fundraiser’s Facebook account
� Use to ask friends to support their cause
� Stream stories
� Drive traffic back to your website
Facebook APIs and Mobile
Digital Tools
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Social Marketing Tools
Spread the Word
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Digital Tools
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Social Marketing Tools – Part II
InteractiveEcards
Personal/Group Internet Fundraisers
� Microfunding/Crowdfunding - online platforms for funding social causes
� Websites (a few)� Crowdrise
� Fundraise.com
� Fundly
� First Giving
� Start Something Good
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Social Gaming for Causes
This is the New Trend…
� Zynga’s success – UC San Francisco
� New games for charity are multiplying
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Social Gaming for Social Good
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Social Gaming for Social Good
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Social Gaming for Social Good
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Social Gaming for Social Good
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Personal/Social Responsibility
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Major Gift Strategy - Digital
Digital Fundraising
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Major Gift Strategy – Success!
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New Tools and Trends
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With the growth of personal internet fundraising pages, social gaming and social networks we have a new fundraising paradigm.
New models and strategies for cultivating relationships will be created generating positive social benefits.
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