2. Mobile Trends
• 17% of US mobile users have smartphones (comScore, Dec. 2009)
• 49.2% plan to purchase advanced mobile device within next 2 years
(Mobile Marketer, Nov. 2008)
• Mobile Giving trends may open up online giving options beyond $5
and $10 one‐time gifts in the future
• Ability to opt‐in to monthly text giving
5/31/2010 proprietary & confidential
4. The Skeleton of a Strategy
• 1. Determine Your Constituents Needs
• 2. Determine Your Goals
• 3. What’s the Platform
• 4. What’s The Marketing Strategy
5. 1. Determine your constituents
needs
After all, it’s about them
• What type of visitor are we expecting?
• What type of info are they looking for?
• What is their level of intent (decid(ing/ed) to visit?
• Where will they (most likely) be accessing this
information?
• What other mobile sites/applications/ services exist
already? Competition?
• Why are we the expert source of this information? What
makes us the destination?
• Focus what information you make available based on the answers to these questions.
You don’t need to cram your entire website on a mobile platform.
• Surveys, Analytics, Focus Groups, etc.
6. What is Your Goal?
Fundraising
Organization
Volunteerism
Information
Advocacy
Promotion
Alerts
Crisis Communication
Announcements
Customer Service
Self Guided Tours
Or all of the above?
7. 3. What’s The Platform?
• How will we connect your goals to your constituents
needs?
• iPhone, Blackberry, Android, Mobile Web(WAP), SMS,
Audio tours, Twitter, FourSquare, Maps, Augmented
Reality?
– What type of platforms are the target demographic using?
Business? Early Adopters?
– Network? (Cell, 3G, WiFi, Bluetooth)
– What type of interactivity is required?
– Costs? (yours and theirs)
– How will the product/platform be updated or maintained?
11. Set‐Up: Mobile Giving Campaign
1. Contact an approved Application Service
Provider (ASP) from The Mobile Giving
Foundation (MGF):
– Mythum
– ZipGive
– Adenyo
2. ASP will generally provide you with:
– Campaign specific keyword(s)
– Shared or own short code provisioned for
cross‐carrier mobile giving
– Extras: reporting, tool kits, integration widgets
5/31/2010 proprietary & confidential
12. How Much? How Often?
• Avg. message volume: 1.6
messages/month
• Belief that subscriber has lower tolerance
in text messaging vs. Email messaging
– Some users have to pay for higher volumes
16. Don’t Power Off
Just because a user engaged with you once
doesn’t mean the conversation should end.
Have users opt in for more correspondence.
Get email addresses! Get phone numbers!
The more touch points the better. Engage
your users.
Track them. Test your stewardship strategy.
18. The Media Watershed
Are you running other media?
• Tweeting?
• Facebooking?
• Radio Spots?
• Billboard (OOH)?
• Point of Sale?
• Email / Enewsletter?
• Print
• TV
• Online
Make it flow together. Rely on your holistic plan. Integrate.
19. Mobile Integration
Traditional Website Social
Media Widget Networks
5/31/2010 proprietary & confidential
20. The Help
So. Who’s going to do all of this work? You?
A mobile plan is rewarding. It’s new. It’s
affordable (compared to TV!). Who’s going to
manage this?
Consider your team. Ask for outside help.
There are experts in this who want to help
you.
21. The Risks
• Should be used as part of larger donor
acquisition strategy
– Integrated with multiple channels
• Donations limited to small amount
– $5, $10 donations
– Some carriers may limit max. donations per
month
• Risk of cannibalizing revenue that would’ve
come in via other channels
– i.e. online at much higher avg. gift amounts
5/31/2010 proprietary & confidential
22. Mobile Marketing Best Practices
1. Add a “Mobile” subscribe field to your mailing list pitch on your
website
2. Add a “Mobile” subscribe field to event sign‐up sheets and
donation slips in your print newsletters and funding appeals.
3. Post Tweets on Twitter and Status Updates on Facebook asking
your followers to subscribe your text campaign.
4. Less is more. Don't text your supporters too often!
5. Mix up your text message schedule.
6. Make sure your text messages don't arrive during sleeping hours.
7. Link the mobile versions of your social networking profiles on
your organization's mobile website.
8. Make it easy for people to subscribe to your text alerts and e‐
mail newsletter on your mobile website.
9. Limit text alerts to 140‐160 characters.
Source: Diosa Communications
5/31/2010 proprietary & confidential
23. Mobile Marketing Best Practices
(cont’d)
10. Feature your smartphone app(s) on your website and blog with
screenshots and "Download the App" buttons.
11. Link to your mobile website in text alerts, not your desktop site.
12. Make sure your "Donate Now" page functions in mobile browsers.
13. Do not require potential subscribers to enter their email address to
receive text alerts.
14. Add your KEYWORD and SHORT CODE pitch to your Twitter background.
15. Add your KEYWORD and SHORT CODE pitch to your print materials.
16. Write a brief, useful App Description for the app Galleries/Stores.
17. Use "nonprofit" and the "name of your organization" as app Keywords
for the App Galleries/Stores.
18. Don't ask smartphone app users for their e‐mail address before they
have a chance to see what your app is about.
19. Get professional training on how use mobile technology and social
media!
Source: Diosa Communications
5/31/2010 proprietary & confidential