One Small Step for Fundraising: Mobile Giving with mGive Webinar Deck
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Transcript of One Small Step for Fundraising: Mobile Giving with mGive Webinar Deck
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One small step for fundraising, one giant leap for nonprofits
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IntroductionsIdealist Consulting strives to advance social responsibility through thoughtful and approachable technical consulting.
• Top-rated on the AppExchange• Over 700 Salesforce implementations• Certified B Corp
The mGive Foundation partners with more than 60 of the nation’s leading mobile carriers (covering 99 percent of U.S. mobile customers) to enable qualified nonprofits to increase overall donations and reach new audiences using affordable, reliable and regulation-compliant mobile donation campaigns.
Jenifer SnyderExecutive DirectorThe mGive [email protected]@mGiveFoundation
Angela Whaley Client Experience DirectormGive866.720.3350 [email protected]@mGive
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Mobile is Read• 97% open rate for text messages
Mobile is Now• 85% of text messages read within 15
minutes of receipt
Mobile is Present• Phones within reach 19 hours per day
Mobile is Loved• Text donors are extremely satisfied
What Makes Mobile Super Powerful?
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The Mobile Ecosystem: How Do You Interact With Each?
Text Messaging
Mobile Apps Mobile Web Pages
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Compare Open Rates
Prospective Donors/Supporters
Social Media Direct Mail Email Mobile
97%
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Sphere of Influence
Social Media16% view rates
Organic / Paid Search (Website)
Email18% open rate
Mobile97% open rate
Unaware
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Annual survey of text donors 5,555 donors who gave by text in 2013 Online study fielded through text message and email from
April 4 though April 21 Fourth year of study
The mGive Foundation 2014 Text Donation Study
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Text donors want to give more Mobile is social media – hiding in plain sight Cause marketing stands to gain from mobile
Key Findings
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Text donors are extremely happy with text giving The overwhelming majority want to continue giving by text Most see text giving as a preferred, “excellent” way to give Yet only 30 percent of text donors respond that they usually
give in this way
“Giving Preference Gap”: Text Donors Want More Giving
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Social media was the second most-cited source of information about text donation campaigns (after T.V.)
Charitable giving through social media is in the top five preferred choices of giving
Text donors are active video viewers and Facebook users through their mobile phones
Text Donors Want More Social
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60% of Twitter users tweet from mobile Two-thirds on Facebook and use their mobile devices at least
some of the time to update/check status YouTube reports one billion video views per day through mobile Social media image content increasingly from mobile:• 47% of smartphone users reported replacing digital cameras
with mobile phone in 2011
Mobile and Social – a Broader Look
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This year’s survey showed strong linkages between text donors and cause marketing:
Corporate/Brand acts as an incentive Already a “top-five” source for info about text campaigns
Text Giving and Cause Marketing
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Text Donors and Cause Marketing
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1. Text is underutilized, both as a solicitation method and as a source for sharing news and information
2. Text integration with social media should be the focus for those wanting to do more with text – especially integrating text calls-to-action with social video and Facebook
3. Nonprofits and corporate cause marketing partnerships provide effective opportunities to communicate and solicit by text• In fact, a cause marketing campaign is the perfect vehicle to
tie together points one and two
Survey Implications and Best Practices
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A client was able to double their text donations from 2012 to 2013. Social media/text integration was the key success factor
Used celebrity video with a text call-to-action Fans retweeted calls-to-action and shared videosRegional offices sent their own challenges and calls-to-
action to local supporters on their social networks
Example: Integrated Text and Social Media/Video
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Segment and Target: Right message to the right audience at the right time applies to mobile
Possible segmentation includes:• Donation history• Geography• Activity preferences (Volunteer? Advocacy? Recruit others?)• Donor source• Issue preferences
Best Practices
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Use text as a source of information about your donors• Qualitative and quantitative surveys• Use to collect info for segmentation
and to build rapport with your supporters through text
From: 50555
Tell [ORG NAME] what is important to you at http://
m.mgive.com/webform
or reply POLL now! Msg&Data Rates May Apply
Best Practices
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Use online & offline forms• Sign-in forms• Widgets
Collecting a mobile number on your website is the most successful way to build a strong mobile community
Best Practices
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Cross-pollinate• To increase email open rates,
encourage supporters to opt-in for email and text
• Use text to get updated email addresses for bounce backs
• Use email to recruit mobile information
Best Practices
From: 50555
Tell [ORG NAME] what is important to you at http://
m.mgive.com/webform
or reply POLL now! Msg&Data Rates May Apply
From: 50555
Your email recently bounced back!
Please update it for [ORG NAME] at http
://m.mgive.com/webform or reply with your
email now.
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Email Example
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Standards Have Changed
From: 50555To receive text
updates from [your favorite nonprofit],
please reply with YES. Up to 2msg/mo. Reply
HELP for help.Info?Visit: mGive.com/E
Msg&DataRatesMay Apply
From: 50555Yes
From: 50555Thank you! For
more, visit http://mgv.cc Up to
2msg/mo. Reply HELP for help,
STOP to cancel.Info? Visit:
mGive.com/E Msg&DataRates
MayApply
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Q&A