Mobilizing a group of supporters requires more than communication. To effectively unite people around a common cause for social action, marketers face the task of creating a massive, engaged, online and offline community. Without numbers, the community’s voice lacks punch. Without engagement - both on the ground and the web - the community only thinks and talks about, rather than activating, change.
To build, engage and support this community, marketers need to capture supporters anywhere and everywhere. Communication need to be immediate in order to take advantage of any political or societal developments. Location data remains vital in order to pinpoint concentrated groups of followers. Above all, social-action organizations need to transform supporters into advocates and activists empowered by each other.
This webinar discusses how mobile addresses all of the above and enables development of an effective community with engaged constituents. Part of the Waterfall Industry Insights series.
2. Corporate
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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
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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
8. 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
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
14. 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
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
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
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
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
33. 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
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
36. 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
37. Comprehensive gallery of mobile and social calls
to action provides thorough understanding of
customer acquisition and ROI
artofthecta.com
Source: ArtotheCTA.com, 2013