Social Action Mobile Marketing

1. Waterfall Industry* Insights * Social Action Mobile Marketing Kane Russell Vice President of Marketing Waterfall Mobile

2. Corporate ๏ ๏ ๏ ๏ Founded August 2005 Offices in SFO (HQ), Austin & NYC Backed by Vista Equity Partners Cross-channel mobile & social CRM via SMS, IVR, Passbook, 2D Codes, Coupons, Push & Social Platform ๏ ๏ ๏ ๏ Access @ waterfallmobile.com Personalized engagement for mobile Intuitive user interface Full-service compliance support, including provisioning, certification & audit management

3. Agenda for Today’s Webinar 1. Success formula for cause-based marketers 2. Mobile for social action 3. Case studies with best practices 4. Mobile donations 5. Overall strategic takeaways 6. Next steps and Q&A

4. Most Important Nonprofit Communication Goals What are the most important communication goals for your non-profit? 57% 52% Acquiring new donors Engaging our community 45% General brand awareness 30% Retaining current donors 22% 22% 20% 18% Thought leadership Creating website traffic Acquiring new participatns Building a print or email list 12% Acquiring new volunteers Retaining participants Other 7% 4% Source: nonprofitmarketingguide.com, 2013

5. Most Important Nonprofit Communication Channels How would you rate the following communication channels in terms of their importance for your nonprofit? 100% 90% 80% Somewhat important Very important 70% 60% 50% 40% 30% 20% Podcasting Mobile Photos Phone Paid Advertising Blog Video Print PR Events Email Social Media Website 10% Source: nonprofitmarketingguide.com, 2013

7. Challenge For Cause-based Marketers More Supporters + Active Engagement } Robust Community = ROI Capture subscribers anywhere and everywhere Immediate communication necessary Location information crucial for mobilization Transform passive supporters into activists Unite subscribers to feel empowered by each other *All at a reasonable cost © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.

9. Cell Phones Per 100 Citizens How many cell subscriptions are there in the United States per 100 people? 102 98 100 95 95 90 92 89 86 85 80 75 70 65 60 55 2008 2009 2010 2011 2012 2013 Source: CTIA & WorldBank, 2013

10. Most Used Consumer Communication Channels Which cell phone activities do you currently use? 81% SMS 60% 52% 50% 49% 48% Internet Email Apps Location information Music 21% Video “Check-in” 8% Source: Pew Internet, 2013

11. Length Of Time Reading Marketing Emails When consumers do view emails, how long do they spend reading? Android Phone Android Tablet iPhone Desktop iPad 10% 20% 30% 0-3 40% 50% 60% 3-15 70% 80% 90% 100% 15+ (Seconds) Source: Movable Ink and eMarketer, 2013

12. The Mobile Advantage Percentage of Subscribers That View Contents 98 Response Time + PERCENT Opt-in SMS 90 SECS = Mobile is Preferred. 75% of consumers prefer receiving ads via SMS. The opt-out rate for mobile messaging is less than 2%. Opt-in SMS 29 PERCENT 20 PERCENT Tweets 16 PERCENT Opt-in Email + 2.5 DAYS Opt-in Email = Email & Social are Less Personal The average American has 1 cell number, versus 3 email accounts (with an average 200 unread emails). Facebook Updates © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. Sources: Smart Insights, eMarketer, MarketingProfs: 2013 / Techcrunch, Microsoft: 2012

13. Mobile For Social Action More Supporters + Active Engagement = ROI } ✓ Robust Community Capture subscribers anywhere and everywhere ✓ Immediate communication necessary ✓ Location information crucial for mobilization ✓ Transform passive supporters into activists ✓ Unite subscribers to feel empowered by each other ✓ *All at a reasonable cost © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.

16. Source: TakePart YouTube, 2009

17. Results & Best Practices In-Theater 9% opt-in rate for limited release ~25,000 subscribers captured during expanded release 29% of subscribers signed the petition DVD Subscriber list grew to ~38,000 subscribers 25% signed the petition Oscar Night 88% increase in subscriber list Thousands of tweets, Facebook mentions and blog posts Ongoing Continued growth with 1.4MM signing the petition Best Practice View mobile as a long-term means to maximize customer lifetime value Source: ABC, 2010

19. Source: sfcitizen.com via Steve Rhodes, 2010

20. Results & Best Practices First Campaign 18.5% conversion rate 43.3% took action within 2 minutes Subsequent Campaigns #2 – 23.58% conversion rate #3 – 18.37% conversion rate #4 – 24.85% conversion rate Best Practices Target effectively Use channels opportunistically Define next steps to customers Source: PETA, 2013

22. Source: sfcitizen.com via Steve Rhodes, 2010 Source: Participant Media, 2012

23. Results & Best Practices Unique Code Redemption Online pledge campaign: 9.58% Online ticket sales: 20.43% In-theater distribution: 3.35% Companion book: 7.27% In-store promotion: 6.24% Mobile: 45.96% Total Impact 19,200 new to DonorsChoose.org 1,753 donors contributed an additional $142,929 $832,254 total donations 26,913 projects funded, reaching 699,738 students Best Practices Personalize mobile campaigns Implement a cross-channel approach Source: DonorsChoose.org, 2012

25. Nancy Lublin DoSomething.org “Texting That Saves Lives” Source: Ted.com, 2013

26. Results & Best Practices Context Send 200K messages/week to teens for social action Texting is familiar, comfortable, fast, private and real-time Results Found mobile to be 11X more powerful than email Recipients revealed extremely personal details Huge data potential Best Practices Focus on mobile data Push boundaries of what you’re doing today Source: DoSomething.org, 2013

28. Source: Fema.gov, 2013

29. Results & Best Practices Channels App available for Android, Apple and Blackberry SMS distributes preparedness tips and enables shelter search Social media provides updated information Mobile website offers easy-to-navigate access Results Drive real-time interactive communication Continue to improve mobile innovation each year Best Practices Take an incremental approach to mobile View customer profiles across channels Source: USA.gov, 2013

31. Source: Mashable, 2012

32. Results & Best Practices Thought process Create a community across geographies 60K distribution Results Active sharing throughout a number of states Continue to experiment with mobile programs Best Practices Experimentation helps drive strategy Dive into mobile with a purpose Source: Mashable, 2013

34. Source: Redcross.org, 2013

35. Best Practices Rules Only 501(c)(3) organizations have authorization Donations capped at $25 max Mobile giving separate from mobile marketing Alternatives Mobile-optimized website Pledge campaign App Best Practices Find the best strategy for your organization Source: mGive, 2013

37. Comprehensive gallery of mobile and social calls to action provides thorough understanding of customer acquisition and ROI artofthecta.com Source: ArtotheCTA.com, 2013

38. Key Takeaways Actionable Next Steps Channel Communicate across channels, including SMS, email, 2D codes and voice, to personally engage supporters the way they prefer. Customer Focus on end user experience. Test and deploy effortless ways for supporters to participate and engage in a 2-way dialogue. Campaign Campaigns will only succeed with compelling calls to action that clearly define action and incentives. Customization Collect and utilize data to deliver the most targeted, compelling information © 2013 Waterfall Mobile, Inc. Proprietary and Confidential.