SMS/MMSSMS/MMS

How to Activate SMS for Nonprofits

Push to Send

Table of Contents

INTRO

WHAT’S THE BEST WAY TO ACTIVATE MOBILE?

HOW TO ACTIVATE SMS/MMS FOR DONOR GENERATION

HOW TO ACTIVATE SMS/MMS FORCOMMUNICATION

HOW TO ACTIVATE SMS FOR DONATIONS

IS SMS/MMS EASY TO USE?

TAKE ACTION

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If you look way back to the glorious days of childhood, you’ll find that giving was the hardest of things. Whether through timeouts, sit-down talks, or lost toy privileges, we endured the lessons of sharing…the learned ability to give. And after all those years, how far have we come? Why does the challenge still exist?

No, reluctant givers are NOT privileged beasts wandering a self-indulgent road of carelessness. The true nature behind the lack of giving is the convenience of doing so. Life, as we know it, only gets busier. Responsibilities increase. Keeping up can be a trial full of terrors and what most nonprofits fail to effectively utilize is the epitome of ease, the source of our busyness, the relief of our busyness.

The Mobile Phone. The world is shaping around this handheld object and businesses are pursuing methods to harness its power. For Nonprofits, it doesn’t take much research to discover that…

To access the phone is to access the customer.

In all instances, a donor can be a CEO, a maintenance worker, a firefighter, a soldier, a nurse, or even a child, but the underlying truth in the phrase is that a donor is everyone. You can reach nearly everyone!

The phrase becomes more prevalent as you uncover the data. Numbers prove that desktop browsing is losing its grip in the technology sector. In fact, Emarketer expects that “88.3% of US Internet users will go online via desktop/laptop at least monthly in 2016.” It seems like a good number, but what sparks cause for concern is the fact that in 2011, the number of users online via desktop/laptop was 97.3%!

This data not only reveals that desktop is in a steady decline, but that donors are more inclined to use another tool, mobile. A browsing medium that creeps higher in usage daily with the consumer market.

Intro

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THE POWER OF MOBILE

150X

MOBILE BROWSING > DESKTOP BROWSINGMobile devices account for 61% of total media time spent in the U.S. (Source: ComScore)

THE AVERAGE PERSON HAS THEIR PHONE WITHIN 3 FEET 24/7By 2019, mobile ad spending will rise to $65.87 billion, or 72.2% of total digital ad spend. (emarketer)

THE AVERAGE PERSON CHECKS THEIR PHONE 150 TIMES A DAYSMS/MMS messages (text messages) have a 98% read rate, and 95% are read within three minutes of delivery (Mobile Marketing Engine/Forbes)

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The better question is what is Mobile Marketing?

Mobile Marketing is advertising a product or a service through mobile technology such as a mobile phone, smartphone, smartwatch, tablet, or any other mobile device. All in all, when applying it to Nonprofits, it’s a variety of methods at your disposal for notifications, information, customer service, promotions and fundraising for donors.

HERE ARE THE PRIMARY METHODS:

What’s The Best Way To Activate Mobile?

APP-BASED MARKETING - Advertising through mobile apps.

IN-GAME MARKETING - Allows advertisers to pay to have their name or products featured in digital games.

LOCATION-BASED MARKETING - Mobile ads triggered by a user’s location in relation to a specific area or business.

MOBILE ADS - Image-based ads that appear on mobile devices.

MOBILE SEARCH ADS - Basic Google search ads designed for mobile that often feature extra add-on extensions like click-to-call or maps.

PUSH NOTIFICATIONS - When a mobile app notifies a user of new messages or events, even when the user is not actively using your application.

QR CODES - Digitally generated matrix barcode that, when scanned, redirects to a URL.

EMAIL - Messages distributed from one computer/phone to one or morerecipients via network.

SMS/MMS - Text messages (SMS) that offer the capability of multimedia messaging (MMS) including pictures, video, audio, and GIFs.

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As you can see, there are a variety of methods to choose from, but success depends on identifying the right tool that will capture your target audience, whether it be a single, monthly, or even lifetime donor.

Now that you know all the different forms of Mobile Marketing, we can take a closer look at what tool will effectively and efficiently communicate with your target audience.

SMS/MMSText Messaging. The age old communication platform that has, since its birth in 1992, grown into the #1 use of mobile phones today. While the solution isn’t as pretty as a well-constructed email, a mobile ad, or an app, it remains the most dominant form of reach because it’s simple. It’s personal. And when something is personal, it’s more powerful than anything else.

But where there is power in the personal touch, there must also be reliability. Text messaging provides a larger impact with the ability to offer that reliability in an instant.

How is SMS/MMS instant and reliable?

95% of text messages are read within 3 minutes of delivery

Text messages receive 8x more engagement than email.

Mobile offers are redeemed 10x more frequently than print offers

98% read rates

RELIABLEINSTANT

It’s instant. Reliable. Enough to capture the up and coming generations that will most likely swipe left and delete whatever cleverly worded email you came up with for the day.

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“Teens and people in their early twenties prefer to communicate via text…” (WSJ)

It’s nothing personal. Your message just doesn’t concern them if it’s irrelevant or takes more than 10 seconds of their time. Instead, activate a solution for which they have the time. Something they can relate to. Something that will catch their attention.

Apps and push notifications aren’t reliable either. According to Pew Research, only 67% of Americans are smartphone owners. This may sound like a lot, but it pales in comparison to total mobile phone ownership.

According to another study by Pew Research, they revealed that “92% of adults in America own a mobile phone of some kind,” which means, when you split the difference between 92% mobile adoption and the 67% who own a smartphone, around 25% of American consumers are unreached with a smartphone-only strategy.

AMERICAN POPULATION: 326,501,000

NON-SMARTPHONEUSERS: 92% - 67% = 25%

POTENTIAL DONORS THAT APPS, PUSH NOTIFICATIONS, EMAILS, AND EVEN MOBILE ADS CAN’T REACH.

IF YOU HAVE SOMETHING IMPORTANT TO SEND YOUR DONORS AND VOLUNTEERS,

WHETHER IT’S REQUESTING FUNDS OR AN EVENT UPDATE, WOULD YOU RATHER

EMAIL THEM WITH A 22% OPEN RATE OR TEXT THEM WITH A 98% READ RATE?

X

81,625,250

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So why is that important?

“Text Messaging is the mobile marketing solution that can effectively and efficiently reach your target audience.” (Russell Davis, CEO at IRIO)

While the numbers above establish SMS/MMS as the #1 mobile marketing tool, you don’t have to go out there solely with an SMS campaign; it can be an additional element in your app-based mobile marketing strategy or any marketing strategy. Just keep SMS/MMS as your foundational solution when seeking maximum efficiency in customer reach and engagement.

WHAT IS THE BEST WAY TO ACTIVATE MOBILE?

Although other forms of mobile marketing are sleek, innovative and appealing, they fail to generate what nonprofits need. Results. Text messaging may not seem exciting, but its effectiveness is unmatched.

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How to Activate SMS/MMS for Donor Generation

Attract donors and volunteers from anywhere using keywords (ex. “info”) and shortcodes (ex. 47464) to better capture information as well as release it. This allows your audience to grow and better sup-port the mission.

PROMOTE KEYWORDSDon’t know where to drop a keyword? The answer is anywhere. To name a few:

Use custom response sequences to save time

Immediately contact potential volunteers and donors. Provide a link to your nonprofit’s website, or notify them you’ll be getting back to them as soon as possible

Bring aid faster by connecting volunteers and donors with crucial information

AUTOMATE RESPONSES

Website

Storefronts

Events

Churches

Television ads

Monday 7:22 PM

Thanks for your interest! Please respond: I = More InfoV = VolunteerD = DonateS = SubscribeC = Contact

Thanks for subscribing! Now, we’ll keep you up to date with special events, new projects, updates and support opportunities!

474-64

S

TenforOne

TEXT “TENFORONE” TO 47464

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LEAD GENERATIONBy offering your donors and volunteers useful information through a convenient channel, you can automate donor/volunteer generation and gather value-added insights.

Instant updates and notifications keep prospects better informed

Faster and more reliable read rates for instant connectivity

Automate communication

474-64

Tuesday 9:37 AM

Thanks for your interest in Ten for One! Please provide your name and email so we can send more info. Here is a link for volunteer times. When are you best available to help?

V

My name is Jon Snow, Jons@westeros.com. I can volunteer Saturday at 2pm at the Winterfell location.

Thank you, Jon! We’ll see you then. Feel free to contact us if you have any more questions.

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How to Activate SMS/MMS for Communication

With texting, you generate higher response rates from your donors and volunteers as opposed to using a phone or email. It engages them. Easily integrate donors and volunteers from your DMS/VMS, then create personalized messages for individuals, select groups, or the whole community.

Sunday 1:15 PM

474-64

Hi Jon Snow, we need volunteers at The Wall on Saturday! Come join us!

SEND VOLUNTEERS REMINDER MESSAGES AND UPDATES FOR:

EVENTSSaturday 11:37 AM

474-64

Hi Jon Snow, we’re having a charity gathering in Westeros. Feel free to join us.

Update and inform pre, mid, or post event via text

Enhance engagement by keeping everyone on the same page

VOLUNTEEROPPORTUNITIES

Need volunteers? Blast out a text that will notify your intended audience immediately

Send them videos, texts, or audio recordings stating the needs at hand

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GOAL PROGRESSTuesday 4:17 PM

474-64

Hi Jon Snow, we’ve raised 75% of the money needed to go help people beyond The Wall. Respond “Give” if you’d like to help us reach our goal!

Immediately inform everyone about your progress

Engage your audience with a call to action

DONATION REMINDERS474-64

Tuesday 9:37 AM

Hi Jon Snow, today is giving Tuesday. Don’t forget to support The Wall! Respond “Give” to make a donation.

Give

How much would you like to donate?

Either on a whim or set, specific dates inform your donor base about giving opportunities

Generate more funds with a simple text

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How to Activate SMS/MMS for Donations

Donors have three primary concerns when it comes to giving: time, simplicity, and security. All three issues fade with an SMS donation platform. Aside from the fact that it fits into a mobile adoption plan for reaching younger audiences, using an instant and reliable form of communication, text messaging, increases the power of your message. The solution is convenient, simple and secure for any person with a mobile phone.

PROMOTE KEYWORDSThe main task of text giving is to setup a keyword and find the right place to display it. Use the Donor Generation strategy to promote Text Giving at an event or year round!

TEXT GIVINGAfter the donor texts the keyword to the shortcode, they:

Click on link

Verify their device

Provide Payment Info

Then, the Donor will:

Receive a prompted text

Enter the amount they wish to donate

And send

Monday 7:22 PM

Register your payment info: http://bit.ly/IFHzvO

Here is your authenticationcode: 112244

474-64

What is the amount of your donation?

$100

Give

Thanks for your donation! We’ve emailed your receipt.

TEXT “GIVE” TO 47464

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Added steps for security are crucial in the process of text giving since donor security is arguably more valuable than the donation itself. Be wary of providers who reduce steps. FCC rules and regulations as well as donor information are not items to be taken lightly. In regards to mobile payments:

67% of reluctant mobile payment consumers are concerned about the security of mobile payments (fedreserve)

47% don’t trust the technology (fedreserve)

So, when considering a text giving platform, choose a provider that values donor information and security over anything else.

And as for the effectiveness of mobile giving:

IN 2010, THE AMERICAN RED CROSS RAISED 43 MILLION DOLLARS FOR HAITI

EARTHQUAKE RELIEF WITH A TEXT-2-GIVE CAMPAIGN

According to Pew Research, in regards to the “Text for Haiti” campaign:

“Overall, text messaging (favored by 25% of these Haiti text donors) and online web forms (favored by 24%) are most preferred, followed closely by mail (favored by 22%) and in-person donations (favored by 19%). Voice calling stands out from the pack as the least preferred option: just 6% of the Haiti mobile givers we interviewed prefer making donations over the phone.”

Phone calls are the fading norm of charitable giving. Text messaging has now taken its place and excelled beyond expectation because it offers an advantage with speed and convenience.

People who participated in the study are more likely to • Own an e-reader • Use twitter • Use their phone for activities such as accessing the internet, taking pictures, recording video, or using email

“Mobile givers also differ in unique ways when compared with other types of charitable givers—in particular, they are younger and more racially and ethnically diverse when compared with those who contribute through more traditional means.”

So, keep in mind that when you push toward SMS donations, you’re pursuing a younger, diverse, more digitally inclined audience. In other words, the givers of tomorrow.

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CUSTOMIZATION

Through customization and personalization, it’s easy for you to generate donations faster and communicate better with donors/volunteers.

Quickly integrate your DMS, CRM or donor/volunteer spreadsheets with our custom API

Apply tags to individuals or groups of contacts to filter donors and volunteers

Tags can include the campaign, location, volunteer status, donor status, or anything you want!

Is SMS/MMS Easy To Use?

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PERSONALIZATION

Allow your volunteers and donors the convenience of being contacted with personal messages that are simple and to the point

Messages can be saved as templates and then shared with team members to maintain an elevated level of consistency

Create a campaign to engage donors/volunteers

Add donors, customize a message or select a template, and then start communicating effectively and efficiently

Automate responses to screen volunteers or let them know you’ll get back to them soon Two-way messaging (live chat via text)

AUTOMATION

Type your messageDEC4

ALL VOLUNTEERS

RECURRING DONORS

TAYLOR DAVIS

SEND

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SOURCES

Take Action

http://ww2.cfo.com/payments/2016/05/mobile-payments-wheres-benefit/

https://www.federalreserve.gov/econresdata/consumers-and-mobile-financial-services-report-201603.pdf

http://www.pewinternet.org/2012/01/12/real-time-charitable-giving/

https://www.marketo.com/mobile-marketing/

http://www.wsj.com/articles/for-generation-z-email-has-become-a-rite-of-passage-1460347264?shareToken=st99ad601644e5429fa682d53f08ff9241&mod=e2li

http://mobilemarketingengine.com/23-mobile-marketing-stats/

http://www.emarketer.com/Article/US-Internet-Users-Rely-on-Mobile-Devices-Digital-Access/1013649

https://www.comscore.com/Insights/Presentations-and-Whitepapers/2015/The-2015-US-Mobile-App-Report

http://www.emarketer.com/Article/Mobile-Will-Account-72-of-US-Digital-Ad-Spend-by-2019/1012258

www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/

http://www.pewinternet.org/2015/10/29/technology-device-ownership-2015/

http://www.mobilecommercedaily.com/sms-has-eight-times-the-response-rate-of-email-study

http://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/

Now that you’ve seen the ways in which SMS/MMS can be effectively utilized for your nonprofit, it’s time to take action! Remember…

Access the phone. Access the donors. Explore the power of communication and discover how texting changes things.

Text “Results”to 47464

Or visit IRIO.com/

results

CONTACT US

SMS has a 98% read rate

SMS/MMS is the backbone of mobile marketing

Texting has 8x more engagement than email

95% of text messages read within three minutes of delivery

SMS Donations is one of the most favored forms of charitable giving for younger generations