This document summarizes a presentation on using mobile technologies like text messaging to engage donors and fundraise more effectively. It discusses how non-profits can use mobile to identify, research, cultivate and solicit current and potential supporters in order to acquire new donors, improve email open rates, better engage supporters, retain donors longer, interact with volunteers, understand donors more and get donors to give more or monthly donations. The presentation provides examples of different types of mobile messages and outlines a process for engaging a sample donor named Laura through mobile.

1. BBCON 2013
Presented by mGive and National Geographic Society
@mGive

2. AngelaWhaley
Client Experience Director, mGive
angela@mgive.com
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Text ANGELA to 50555
for my mCard*
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3. Ann Maier
VP of Outreach Communication &
Operations
National Geographic Society
amaier@ngs.org

4. …we knew
how to acquire
NEW donors
…we could
improve our
email open rate
…we could
better engage
supporters
…we could
retain donors
longer
…we could
better interact
with our
volunteers
…we could better
cultivate and
understand our
donors
…we could get
our donors to
give more
and/or monthly
…we could
fundraise more
effectively
@mGive

5. @mGive

6. Fact:
@mGive

7.  Our survey shows that
Boomers 2, Baby
BoomersANDThe
GreatestGeneration are
also using text-to-
donate.
 U.S. Senior (age 65+)
mobile phone
penetration projected to
be 72 percent in 2014.
Fact:
@mGive

8.  A plurality ofText
Donors give more
than $250.
42% of
respondents give
more than $250
annually through
multiple channels.
Fact:

9. This is complicated
@mGive

10. Complicated? Not so much – and we all use it everyday
@mGive

11.  Faster than a Speeding Bullet
 Mobile has a 97% open rate, and 85% of those texts
get read within 15 minutes of receipt.
 More Powerful than a Locomotive
 Mobile donors are strong – retention rate can be
double that of traditional fundraising retention.
 Able to LeapTall Buildings in a Single Bound
 Mobile provides access – Up to 80 percent of mobile
donors are unique to an organization. Mobile Internet
Access will soon overtake desktop Internet usage.
@mGive

12. • MobileWeb
• MobileApps
• Mobile Messaging
• Help you get to know and better
engage your current supporters and
donors
• Raise top of mind awareness of your
organization
• Increase volunteer engagement
• Increase donations
• Re-activate donors
• Attract new supporters and donors
• Attract corporate partners/sponsors @mGive

13. When it comes to
mobile, thinking small is
kryptonite
– that it can only be used
for small donations with
a small demographic
sub-segments –
and that it can’t be used
strategically with other
fundraising strategies
and channels @mGive

14. BUILT ON 4 CORE PRINCIPLES
Using the mobile channel for
social good should include the
Four Principles of Engagement
and Fundraising.
@mGive

15. IDENTIFY
 Identify those that
may engage and give
via mobile
 Assess potential
supporters of mobile
through mobile provider
supplied research
information
 Obtain information so you
can segment your
audience

16.  Poll Supporters for
information relevant to
the cause.
 Compile information in a
systematic and
actionable way.
 Receive studies from
mGive and partners.
RESEARCH

17. CULTIVATE
 Use mobile tools
to build a relationship
 Execute ongoing
engagement campaigns
 Promote activities
and accolades

18.  Targeted messaging based on profiles
 GreatCaesar's Ghost! Be as ruthless as Perry
White in making your news relevant and timely
 Build a Relationship through Regular
Communication
 A client saw opt-outs go down and conversions go
up the MORE they communicated to supporters.
 Don’t live in the Fortress of Solitude – Interact!
 Surveys
 Social Media

19.  Surveys
 Qualitative and Quantitative both
possible through mobile
 Use an an opportunity to get feedback
and buy-in
 Social Media
 More donors finding out about text
campaigns via mobile
 Number of users engaging in social
media activities increasing.

20. • Polling
• Advocacy
• Fundraising
• Engagement
• Informational
• Data Collection
• Volunteer Request
Different types of messages include
@mGive

21. SOLICIT
- Ask for monetary
donations on a singular
or re-occurring basis
- Invite in-kind donations
- Highlight corporate
partnerships
- Invite social media
inbound engagement
through stories, videos
and pictures

22. Research Identify Cultivate Solicit
Your Org Name:
Tell us more about
yourself and what
you want to know
about Us!
http://m.mgive.com
/webform
Your Org Name:
You have been so
awesome in supporting
us! We have a special
need this month please
help!
Reply YES to make a
$10 contribution today
and we’ll do all the
work!
Your Org Name:
We have a Run/Walk
this next month!
Please click below
and register today!.
http://m.mgive.com/4
365/s/1720989535
Your Org Name:
Thanks so much for
your help. We want
to learn more about
you. Follow the link
to update your
contact info.
http://m.mgive.com/4
365/s/1720989535
@mGive

23. Laura uses the
Social Share Tool
to tell others about
volunteering with
your organization
Laura receives
a text telling
how her
donation is
being used
Laura is asked to
fill out a mobile
web form to
provide more
information about
herself
Laura is
sent a YouTube
video about your
mission
Laura is
sent
a mobile poll to
learn more about
her interests
Laura opts into Mobile
Community
Or Makes Mobile
Donation
Laura is asked
if she’d like to
make a gift
today
@mGive

24. …we knew
how to acquire
NEW donors
…we could
improve
our email
open rate
…I could better
engage
supporters
at events …we could
retain donors
longer
…we could
better interact
with our
volunteers
…we could better
cultivate and
understand our
donors
…we could get
our donors to
give more
and/or monthly
…we could
fundraise more
effectively
@mGive

25. Questions?
@mGive