Mobile Touches Everything webinar (Oct 2011)

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Mobile Touches EverythingMisty McLaughlin


Misty McLaughlin Manager of User Experience

• 10 years of nonprofit-focused online consulting

• Master’s degree in Information Architecture (IA)

• Worked with nonprofits of all shapes, sizes, budgets, and causes

• Newest exciting mobile projects:• Launching the new mobile

U.S. Fund for UNICEF site(coming two a device near you!)

• Just published A Guide to the Mobile Web: Best Practices for Nonprofits

Your Host

I’m also a…Portland, Maine

residentwho’s a

parent of a 2-year-oldand a

Cancer who likes

long walks on the beach …with my mobile

device.

http://unicefusa.org/

http://convio.com/mobilesocial



• Who here has a smartphone?

Poll: You & Mobile



• How many organizations currently have a mobile web presence?

Poll: You & Mobile



• How many organizations currently have a mobile web presence?

• How many have mobile-specific goals for 2012?

Poll: You & Mobile


What’s it all about?

In-context, on-demand connection

The Buzz About Mobile

For you: The most immediate channel for reaching constituents – where they already are.

For your supporters: Their venue for accessing information, organizing their lives, and engaging daily with the causes they most care about.


90% of NPOs use email and social marketing in their engagement strategies…

Why Are We Here Today?

* From NTEN’s recent survey on nonprofit mobile trends

http://www.nten.org/blog/2010/11/08/technology-trends-nonprofits-2011



90% of NPOs use email and social marketing in their engagement strategies…

…yet only 16% will have a mobile presence

in 2011*

Why Are We Here Today?

* From NTEN’s recent survey non nonprofit mobile trends




• A channel

• An environment

• A cluster of activities

• A set of constraints & opportunities

• A way of thinking

• A lifestyle

• A culture

• A paradigm shift

Mobile is…


In Short…

*Gratis Lara Koch, Mobile Communications Manager, Humane Society of the U.S.

Mobile. Touches. Everything.*


A sensitivity exercise…

From your smartphone, try:

www.nyu.edu

Why is Mobile Important?

http://www.nyu.edu/


A sensitivity exercise…

Now try:

http://humanesociety.org


http://humanesociety.org/


A strong, simple mobile presence =

Foundational to effective campaigning



Reasons to Go Mobile:

#1. Your Visitors Already Are

How to Know If You Need a Mobile Site

• 5% or more of visits• Referral traffic from mobile

sites• Planning to target highly

mobile constituencies



#2. Portable Potential


• Geographic or place-based element to your cause

• Host awareness-building, promotional, or fundraising events

• Send email communications containing interesting links (e.g. local or personalized content)



#3. You’re Already Redesigning


Design for mobile first.

“When a team designs mobile first, the end result is an experience

focused on the key tasks users want to accomplish without the extraneous detours and general interface debris that litter today's desktop-accessed

Web sites. That's good user experience and good for business.”

- Luke Wroblewski, Ideation + Design

http://www.lukew.com/ff/entry.asp?933




A. Mini Site(Speed Dating)

• Mobile-optimized, curated set of content (~3-25 items)

• Typically consists of:• Highest-value content pages• <5 action opportunities• Basic about/education page• A few timely news items

Approaches to Mobile


B. Campaign, Program, or Event Site(Dipping the Best Toe into the Mobile Waters)



C. Engagement Opportunity Only

(Nothing But Action)

• Donation form• Action alert• Sign up form• Event/participant center• Petition• Other campaign component



D. Mobile-friendly Content(Mining Those Sub-Pages)

• Different from “mobile-optimized” content

• Typically automated across a site• Minimal nav and images• Often combined with Mini or Full

Site approaches• Use case: A supporter searches a

topic or clicks on a link in an email and reaches this page



E. Special Interactive Feature (The Whiz Bang)



F. Full Mobile Site(The Kitchen Sink)

• For orgs that provide info as a service

• Extremely rare (or for very small sites)

• Only appropriate for sites with high-value, high-traffic content

• Biggest investment is in strong IA and design to make so much content navigable



1. Define one key message

2. Identify desired actions

3. Allocate real estate

4. Create design

5. Build and test

Strategizing, Designing, & Building


• Distill your org’s online priorities.

• Define one key message that’s succinct, understandable, and repeatable.

Strategizing: Defining Your Message

“At [org name] we [verb phrase] so that

[constituent group] can [verb phrase].”

Hint: Not your mission statement.

For U.S. Fund for UNICEF:

“22,000 children die each day of

preventable causes. We believe that

number should be zero.”


• Ideally focus on 1-2 key actions (<5)

• Prioritize actions so one task is clearly at the forefront

Strategizing: Identify Desired Actions

Email signup

Location-specific search

Donations


Designing: Allocate Real Estate

• Start with key message and desired actions

• Standard screen size: 320x480 pixels

• Prioritize. And plan for experiences at top AND bottom of page

• Limit scrolling for homepage, but OK for secondary pages


Creative Strategy

• Adapt your existing visual brand

• Choose a small “best of” set of visual communicators (imagery, brand elements)

• Prioritize spatial arrangement, orientation, and hierarchy

Designing: Visuals


Strong CMS Capabilities• Separating presentation

elements from content• Facilitating automatic

device detection • Allowing for device-

specific tailored displays• Creating simple

movement between mobile and desktop content

Building Your Mobile Presence


Build for Maintainability• Incorporate feeds &

dynamic content• Balance evergreen with

timely content• Touch your content just

once• Create a scalable structure• Review & iterate

Building Your Mobile Presence


• Cater to the majority, accommodate the minority

• Optimize for 2-3 devices to reach 90%

• Current standard is 320 x 480px

• Use simulators (no need to buy every device!)

Building: Test, Test, Test

http://www.sitepoint.com/six-tools-for-testing-designs-on-mobile-devices/


Promote it!

1. Cross links between mobile & full sites

2. Desktop site call-out

3. Promotional campaigns• Geosocial Networking• Text2Give• QR codes

Congrats…You’re Mobile! Now What?


To app, or not to app?Congrats…You’re Mobile! Now What?

Monterey Bay Aquarium’s Seafood

Watch(free)

Central Park Conservancy’sCentral Park App

($1.99)

YMCA’sLocation Finder

(free)


Evolve your content

• How might someone read, perceive, or use this item on the go, from a small screen?

• Which visual content is critical to communicating a particular message? Which is peripheral?

• How can we increase the level of interactivity of our offerings?



Mobilize gradually

• Analytics are your friend.

• Always be evaluating mobile fitness.

• Plan for phases 2+.



• Take a multi-channel perspective.

• Acquisition tool• $11/email address

gathered• 86% who give via text are

willing to consider larger gifts via other channels*

• Opportunity cost

Congrats…You’re Mobile! Now What?Measure your investment:

Does mobile bring in the bacon?

*mGive’s Text Giving Donor Survey Report

http://www.mgive.com/Studies/Default.aspx



• Convio’s A Guide to the Mobile Web: Best Practices for Nonprofits

• mGive’s Text Donations Research

• Mobile Donation Price Point Study• Text Giving Survey Report

Mobile ResourcesMobile guide

screenshot here




http://www.mgive.com/Studies/25PricePoint.aspx

http://www.mgive.com/Studies/DonorSurveyReport.aspx


Questions?Misty McLaughlin

512-652-2661 [email protected] @uxfornonprofits on Twitter

mailto:[email protected]


ConnectionCafe.com

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Mobile Touches Everything webinar (Oct 2011)

Design

Transcript of Mobile Touches Everything webinar (Oct 2011)