Six essential mobile tactics for year-end fundraising are discussed: 1) re-engage your subscriber list before asking for money, 2) personalize your messages, 3) localize and reinforce ongoing campaigns, 4) use mobile and text-friendly forms and pledging, 5) leverage special mobile features like MMS and shortened URLs, and 6) send last day reminders. Real-world examples from Planned Parenthood and Food & Water Watch showed the effectiveness of testing different message types. Key lessons included optimizing donation pages for mobile and continuing engagement throughout the year.

1. Six Essential Mobile
Tactics for Your Year-
End Fundraising
Strategy
November 5th 2015
Meredith Begin
Mobile Strategist
Mobile Commons
mbegin@uplandsoftware.com
Sarah Alexander
Deputy Organizing Officer
Food & Water Watch
salexander@fwwatch.org
Sandi Fox
Digital Strategy Manager
PPFA, PP Action Fund
sandi.fox@ppfa.org

2. 2
Why use mobile for year-end fundraising?
How to incorporate mobile into your overall strategy
6 Mobile tactics (plus a few more)
Lessons learned from real life examples
© Copyright 2015, Mobile Commons by Upland.
Objectives

3. Why should I text my subscribers?
3
1. Multi-channel
It takes seeing or hearing something 3
times before it sticks
2. Cut through the noise
Overloaded with emails and social media
advertisements
3. Meet people where they’re at
As of January 2014, 90% of Americans
had cell phones and 81% of them text
© Copyright 2015, Mobile Commons by Upland.

4. How does mobile fit into overall strategy?
4
© Copyright 2015, Mobile Commons by Upland.

5. Failure to Plan is Planning to Fail
5
Calendar
• Thanksgiving
• Giving Tuesday
• New Years Eve
© Copyright 2015, Mobile Commons by Upland.
Content
• Messaging
• Graphics
• Audio Recording
• Short Links

6. Mobile Year End Fundraising
2014 Case Study and Lessons Learned
Mobile Commons Webinar
November 5, 2015

7. Planned Parenthood Action Fund is
the nonpartisan advocacy and political
arm of Planned Parenthood Federation
of America. The Action Fund engages in
educational and electoral activity,
including legislative advocacy, voter
education, and grassroots organizing to
promote the Planned Parenthood
mission.
Planned Parenthood Federation of
America, Inc. (PPFA) is the leading
advocate for reproductive health care in
the United States today. It provides
support for the health, education, and
advocacy missions of its 61 affiliates
nationwide, which operate approximately
700 health centers in almost every state.
Each year, Planned Parenthood affiliate
health centers provide health care
including routine gynecological exams,
breast and cervical cancer screenings,
contraceptive services, abortion care,
sexually transmitted infection testing and
treatment, and HIV testing and education
to three million women, men, and
adolescents. ONE IN FIVE American
women visits a Planned Parenthood
health center sometime during her lifetime.
Have you heard about us lately?
7

8. • It’s a fairly young program.
• Third time is the charm.
• 85k Mobile Network Subscribers on our
PPFA & PP Action Lists.
• Our lists have grown by 20-30% in
the last year.
• We typically send an average of 2-3
messages per month.
The PP Mobile Program
8

9. • Make sure a fundraising message isn’t the first one the supporter
receives from your organization.
• Remind supporters about the good work your organization does on a
day-to-day basis, and what forces you are up against.
Tactic: EOY Cultivation Message
9
PP Action: We had a lot of wins in 2014 - and a lot
of "Really?!" moments too. Vote for your faves:
http://lil.ms/l5x
Stop2Quit Msg&DataRatesMayApply

10. Tactic: Mobile Friendly
Donation Forms
10
• 90% of American Adults on a mobile phone
(Pew, 2014)
• 44% of Gen Y, 31% of Gen X, 13% of
Boomers would consider making a donation
through their tablet or smartphone on a
charity website.
(npEngage, 2013)
• Make giving easy!
• If they don’t give on their phone it’s a nudge to
give on their computer when they get home.

11. mConnect’s are not just for click-to-
call actions. They are good for
multiple purposes.
Tactic: Special “Happy Holidays” Message
11
Happy Holidays from PPFA! As the
year comes to a close, Cecile Richards
has a special message for you.
Reply "CALL" and your phone will ring
now with the msg.
CALL

12. • 3% Response Rate
• 2,021 heard Cecile’s Message
• 1% click-through rate to donate page
12
As Cecile said, we are truly thankful for
your support of women's health. Any
gift you give today to PPAction will be
doubled: http://lil.ms/lh9
RESULTS: “Happy Holidays” Message
Secondary matching gift donation ask.

13. • Multi-channel reminders!
• Provide urgency via a deadline.
• Consider using MMS to relay your ask.
13
Happy New Year! Help Planned Parenthood ring
in 2015 with a bang: your tax-deductible gift will
go 3x as far until midnight! http://lil.ms/lgo
Stop2Quit
Tactic: “Last Chance” to Give Message

14. 14
Storytelling via Mobile MMS

15. • Data on Mobile Donors: Data sync to your low dollar donor
database is essential for measurable metrics.
• Make it personal: Use a person’s name “Sandi @ PP Action”
vs. “PP Action”
• Engagement. Engagement. Engagement.
• Utilize MMS and Storytelling more in your mobile strategy.
Lessons Learned & Ideas for 2015
15

16. 16
Food & Water Watch
Year End Mobile Program
Sarah Alexander
Deputy Organizing Director
Food & Water Watch

17. Food & Water Watch champions
healthy food and clean water for all.
We stand up to corporations that put
profits before people, and advocate for
a democracy that improves people’s
lives and protects our environment.
Our Mission
17

18. 18

19. Food & Water Watch Mobile Program
19
• Program is 3 years old
• 18,000+ subscribers
• Most have come through keyword opt-ins from the field
• We primarily engage our supporters around advocacy
• We have shared responsibility for managing the program
across staff

20. Food & Water Watch Mobile Program
20

21. 21
Food & Water Watch Mobile Program

22. 22
Food & Water Watch Mobile Program

23. Year End Mobile Campaign
23
• Match up with emails
• Reinforce messaging from other channels
• Break through noise to make our messages stand out

24. 24
Tactic: Use an image in your text message

25. 25
Tactic: Match messaging to your email

26. Which test won?
26
Tactic: Sign your name

27. 27
Tactic: Share your victories and send
people to read more

28. 28
Ban Fracking Landing Page

29. Bonus: Thank them
for dona2ng!
29
Tactic: Personalize by putting their first
name in the text

30. 30
Lessons Learned
• Send people directly to a mobile optimized donate page

31. 9 donors
9 donors
3 donors 1 donor
8 donors
4 donors
$0.00
$100.00
$200.00
$300.00
$400.00
$500.00
$600.00
Public Lands
Bill Intro
Matching Gift
+ NY Victory
Match
Extended
(TestA)
Match
Extended
(TestB)
Last Chance
(TestA)
Last Chance
(TextB)
10-Dec 17-Dec 26-Dec 26-Dec 31-Dec 31-Dec
31
2014 Year-End Results

32. 32
Tips: What We’re Trying This Year
1. Match up with Giving Tuesday
2. Send out state level emails that
match up with mobile campaigns
3. Send special texts to previous
donors to break through the
email noise

33. Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 33
Summary

34. Summary: Six Tactics
34
1. Re-engage your list before asking for
money
2. Make it personal
3. Localize/reinforce ongoing campaigns
4. Mobile/text friendly (web forms, text-
to-pledge)
5. Use special features: mConnect,
MMS, shortened URLs
6. Last day reminder
© Copyright 2015, Mobile Commons by Upland.

35. How Did it Go?
35
• Report back to stakeholders
• Anticipate your reporting needs
• Track your URLs and other tests
What Next?
• Prepare for next year: Send a thank you!
• Engage with your subscribers all year!
© Copyright 2015, Mobile Commons by Upland.

36. We’re Here to Help!
36
Finally, don’t be afraid to loop in your Mobile Strategist!
Talk to us about your year-end fundraising campaign! We can
help you think through different tactics for incorporating text
messaging into your strategy.
For help in the platform, email support@mobilecommons.com
© Copyright 2015, Mobile Commons by Upland.

37. Thank you for listening!
Questions?
Meredith Begin
Mobile Strategist
Mobile Commons
mbegin@uplandsoftware.com
Sarah Alexander
Deputy Organizing Officer
Food & Water Watch
salexander@fwwatch.org
Sandi Fox
Digital Strategy Manager
PPFA, PP Action Fund
sandi.fox@ppfa.org