MOBILE ENGAGEMENT & FUNDRAISING: Why Your Organization Should … · 2016-09-09 · Case Study...

1Confidential

M O B I L E E N G A G E M E N T & F U N D R A I S I N G :

Why Your OrganizationShould be Mobile First

Webinar SeriesAugust 31, 2016 1:30 - 2:30pm PST

Agenda

1. Why Is Mobile Important?

2. Be Mobile First in Your Fundraising & Communications Strategy

3. Best Practices & Expert Tips to Get Started

4. Q&A

01 | Mobile Engagement & Fundraising www.pledgeling.com Webinar Series

Meet the Speakers

02 | Mobile Engagement & Fundraising www.pledgeling.com

David GalanteVP of Mobile Products

Ran one of the largest mobile businesses in the world as Former Director of Mobile Products at Salesforce.

Passionate about medical research to fight cystic fibrosis.

Marah LideyCo-Founder & Co-CEO

World Economic Forum Global Shaper and former Director of Mobile at DoSomething.org, largest movement for social change.

Passionate about empowering women of color in tech.

James CitronCEO

Built and ran the largest text messaging company in the US and raised $100+ million through mobile.

Passionate about energy independence and homelessness.

Mary Ann CollinsVP of Mobile Impact

Raised over $1MM for nonprofits and trained hundreds of executives on mobile monetization.

Passionate about education and women's empowerment.

Webinar Series

Why is Mobile Important?

03 | Why is Mobile Important? www.pledgeling.com Webinar Series

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04 | Why is Mobile Important? Webinar Serieswww.pledgeling.com

More people in the world have access to

thana cell phone(5 billion)

a toothbrush(3 billion)

The Power of Mobile

05 | Why is Mobile Important? Webinar Serieswww.pledgeling.com

Mobile messaging has 5X the open & click-through rate of email.

As of 2014, more people look at content first on a mobile device vs. a desktop.

Mobile phones are replacing cash, checks & credit cards as most convenient method of payment.

Studies estimate by 2020, 90% of the world's population over 6 years old will have a mobile phone.

Mobile Messaging is NowUbiquitous Across Generations

Millennials send text messages on a weekly basis

Gen X send text messages on a weekly basis

Boomers send text messages on a weekly basis


94% 92% 92%

Why Mobile Messaging?

25%Americans use only mobile devices to access the Internet

98%Text message open rate versusemail has a 20% open rate

1 in 10Americans have texted a charitable contribution from their phone

90% All text messages are readin under 3 minutes

90 secondsThe time it takes for a person to respond to a text message vs 90 minutes for email

91%Adults keep their smartphones within arm’s reach at all times


08 | Why is Mobile Important? www.pledgeling.com

Does Your Message Get Heard?

Mobile MessagingOpen Rates

Webinar Series

98%

Social PostsOpen Rates

<30%

Direct MailOpen Rates

26%

Direct MailOpen Rates

4%


MobileMessaging101

Webinar Series

Short Code

Keyword

Media

Text BEACH to 91065

TRYIT!

Bounce Back Message

Trackable bit.ly Link

(Video, Animated Gif, Pictures, etc.)

(Text)

(To your donation form, etc.)

Std. text & data rates may apply

910-65

You’ve opted in (potential for future messaging).

New data about your audience is captured.

Data includes Number, Handset, Location, Carrier,

Time & Date.

You now have a new channel to reach your audience

with important info, donor updates in real-time.

You now have a way to talk to your audience in from

A/B testing different messages to asking for real-time

feedback and donations.


What JustHappened?

Webinar Series

91065910-65

2 Free Tacos = 500K Subscribers + Millions of Dollars in Revenue


Real-LifeCase Study

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Call-to-Action (CTA

Make sure the CTA is large and bold

Keyword

A word for someone to text in to join a specific campaign

Call-to-Action (CTA)

Why someone should join your mobile club

Incentive

Legal Copy

This is a great example of both implying future messaging & correct legal copy

Short Code

A short telephone number randomly or personally chosen by you (Vanity code)

Raise money- Simplest way to drive 1-1 donations- Raise unrestricted funds- Creates new source of sponsorship dollars

Reach new audiences- Mobile is the First Screen for the World- Speaks strongly to Millennial audience- Capture Small Donors @ Events- New strategic asset for nonprofits

CommunicationReal-Time Communication tool for employees,donors, beneficiaries, board members and all audiences

Engagement- Its simplicity enables near instant engagement - Use incentives to grow your database- Social integration can boost your reach by 300%

Volunteers- Recruit new Volunteers - Deliver real-time information - Get important feedback

Impact - Demonstrate your impact with video- Capture & deliver message from the field in real-time- Cost-effective way to show your impact


Why Mobile Messaging for Nonprofits?

Webinar Series

Be Mobile First in Your Fundraising& Communications Strategy

13 | Be Mobile First in Your Fundraising & Communications Strategy www.pledgeling.com

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Webinar Series

1. Media

(TV, Radio, Print)

2. Events

3. Online, Photo,

Social Media &

Digital Assets

4. Sponsorship(s)

5. Business Cards

www.pledgeling.com14 | Be Mobile First in Your Fundraising & Communications Strategy

Call to Action Everywhere

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45

2

1

3

15 | Be Mobile First in Your Fundraising & Communications Strategy www.pledgeling.com

How to BeCompliant

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Clear Call-to-Action (CTA)

Opt-in flow

Opt-out flow

Privacy Policy Link

17Confidentialwww.pledgeling.com

Best Practices andExpert Tips to Get Started

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Webinar Series16 | Best Practices and Expert Tips to Get Started

NEW DONOR STRATEGIES

Share Your Story Through Mobile Messaging

Demonstrate impact to drive donations.

Suggest tiered donation amounts tied

to impact metrics.

Donors want transparency in gift giving.

Use mobile messaging to develop impact stories

and cultivate donor relationships.

www.pledgeling.com Webinar Series17 | Best Practices and Expert Tips to Get Started

DATA Click Through Rate (CTR) of video messages is ~15-30%.

Video messaging (or rich media) has 5X higher

recall rates than static/text ads.

Animated GIFs are available & effective tools.

USE CASES

Incorporate Video & Images To Tell Your Story

Mission moments

Impact updates

Webinar Serieswww.pledgeling.com18 | Best Practices and Expert Tips to Get Started

Personal stories

Thank you messages

Adding Facebook links can drive 300%+ exposure

Integrate Social Sharing

Easy 1-click integration with Facebook.

Average Facebook profile has 338 friends

Facebook shares from friends are

opened 5X more than ads.

Millennials are more inclined to donate

when they are asked & feel inspired

by their peers.


91065910-65

Make it Personal & Fun!

Add engagement, interactivity & 2-way messages.

Reduce opt-out to <3% with relevant content.

Deliver local content by region & interest.

Encourage replies & interaction.

Limit donation asks & cultivate a conversation.

Text SHINE to 75985


Mobile messaging is a conversation

TRYIT!


CHALLENGE

Mobile is now >50% of all web traffic.

Estimated billions $ donations lost due to bad forms.

REQS to BOOST CONVERSION

Remove mailing address = 50% lift

Eliminate all non-required fields = 10% lift

A/B Test differences in landing pages

Close the Donation


Webinar Serieswww.pledgeling.com

Text PET to 28656 to get your free Humane Society of the United States Pet Disaster Survival Guide and we’ll call you back to arrange delivery.

Real-Life Case Study:HSUS Disaster Survival Guide

22 | Best Practices and Expert Tips to Get Started

286-56


Say thanks & remember follow-up

Continue to engage donors in mobile relationship.

Turn 1-time donors into repeat donors.

Incorporate calls-to-action beyond donations.

Build your mobile database through donors relations

and stewardship.

Follow-up &Donor Cultivation

Text THANKS to 91065

TRYIT!


Webinar Serieswww.pledgeling.com

One keyword for 3 monthsfor your NonprofitFollow the link in the message that we are sending to your phone and we will set up a custom mobile campaign for your Nonprofit, FREE for three months*

Your free trial will include:30 second video or 640x480 image

Up to 500 characters of text

A trackable link to your Pledgeling donation page

A trackable link for participants to share video or image

on social media

24 | Best Practices and Expert Tips to Get Started

Text THANKS to 91065 Now!

25 | Q&A With Our Expert Panelists Webinar Serieswww.pledgeling.com

Questions withOur Expert Panelists

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26 | Q&A With Our Expert Panelists Webinar Serieswww.pledgeling.com

David GalanteVP of Mobile Products

[email protected]

@davidgalante

Marah LideyCo-Founder & Co-CEO

@marahml

@ShineText

James CitronCEO

[email protected]

(310) 560-3850

Mary Ann CollinsVP of Mobile Impact

[email protected]

(310) 612-9969

thank you!Text WEBINAR to 91065

to receive this presentation after the webinar

pledgeling.com | [email protected]

MOBILE ENGAGEMENT & FUNDRAISING: Why Your Organization Should … · 2016-09-09 · Case Study...

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