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MOBILE WORKSHOP


                                         Robert McAllen
     Senior Product Manager, Online and Shared Services




                       1
In

             3 years
Mobile will be the #1 method of
   accessing the internet


  Source: Connecting Online Advocacy and Fundraising, Blackbaud http://www.blackbaud.com/onlineadvocacy

                                        2
MOBILE DEVICES




@robmcallen           3
AGENDA
1.   Mobile Web Pages
2.   Single Text giving
3.   Regular text giving
4.   Events giving
5.   Gala Dinners
6.   Mobile Apps




                           4
MOBILE WEBSITES




                  5
THE STATE OF THE MOBILE WEB
     • There are over 10,000 different web browsers
     • Within the mobile space alone:

      -   Mobile Safari 2
      -   Mobile Safari 3                  -   Windows Mobile 6
      -   Mobile Safari 4                  -   Windows Mobile 7
      -   Android 1                        -   Opera Mini 4
      -   Android 2                        -   Opera Mini 5
      -   Android 3                        -   Nokia S60 4
      -   Blackberry 4                     -   Nokia S60 5
      -   Blackberry 5                     -   Kindle Web
      -   Blackberry 6                     -   WebOS 1
                                           -   WebOS 2
                                           -   WebOS 3




@robmcallen                            6
THE STATE OF THE MOBILE WEB
     • Mobile page-view growth since July 2010: 88.7 %
      - We are bad at planning for this kind of growth




                         Source: Opera – State of the Mobile Web (July 2011) - http://www.opera.com/smw/2011/07/

@robmcallen                                     7
8
TWO APPROACHES FOR MOBILE

• Separate website                • Mobile-optimized site
 - m.mysite.org                    - Use existing content
 - Subset of content               - Use existing site
• Pros                               structure
 - Easy to build                  • Pros
• Cons                             - Once set up, it just works
                                   - Consistent links
 - Inconsistent links
                                   - Mobile website are good
 - Constantly have to think
                                     websites
   about it
                                  • Cons
                                   - Harder to set up
                              9
HOW?




       10
M A R K U P P E R S P E C T I V E - L AY O U T
 <div>
      logo                                       logo
 </div>
 <div>
      nav                                        nav
 </div>
 <div>
      primary content                    Primary content
 </div>
 <div>
      secondary content                 Secondary content
 </div>
 <div>
      footer                                 footer
 </div>
 <div>
      quick links                       Quick Links (SEO)
 </div>

                             11
D E S K T O P PA G E
• CSS applied
                                    logo
  to structure
  layout divs




                                               Secondar
                 nav         Primary content
                                               y content




                                   footer

                                 Quick links

                                     12
M O B I L E PA G E
• CSS Change to                Logo
  rearrange
  content
                               Nav




                          Primary content




                         Secondary content


                              footer

                            Quick links
                                13
M O B I L E PA G E
• CSS Change to          Logo alt. lo-res logo
  rearrange
  content
                         Nav alt. mobile nav
• Serve up some
  alternative
  content
• Remove a
  content pane             Primary content




                         Secondary content


                                footer

                             Quick links
                                  14
THIS IS THE SAME PAGE




                        15
16
SINGLE/TEXT GIVING



                                  Raised    £15.1m
                                        in text donations




                                                      DEC EAST AFRICA
                                                          APPEAL

       $43Million during Haiti crisis
                                                   RAISED £1,500,000
                                                 70% signed up for Gift Aid



@robmcallen                                17
CHARITY AND MOBILE
    1) Charity revenues dropping




   2) Aging donor profile – access to new supporters




@robmcallen                        18
WHO CAN GIVE?
These are UK figures but Haiti/Red cross campaign bears these out for the US market.




 @robmcallen                             19
HOW MUCH?
       Numbers are slightly higher for the US market - $10 average




@robmcallen                           20
HOW DOES THIS WORK?



                      SHORT CODE :   70003
                      KEYWORD   : ORANG1




@robmcallen                21
22
WHY SOCIAL?




                   How many more will convert via
                       simple, instant donations?

@robmcallen               23
REGULAR GIVING
     •   Direct Debit income is levelling or dropping.
     •   Effectiveness of Chuggers is on the wain.
     •   Negative publicity.
     •   Make it easier…make it self service?
     •   Now able to give up to £10 per month on a self service basis.
     •   Move off the street and onto Facebook/Twitter?




@robmcallen                               24
REGULAR GIVING
    How does it work?

    The donor is given some options
    - End
    - Skip

    The power is in the hands of the donors but in a positive way.




@robmcallen                             25
EVENTS GIVING




@robmcallen          26
GALA DINNERS/TICKETED EVENTS




@robmcallen               27
BLACKBAUD MOBILE
     •First ever campaign.
     •672 gifts in first 20 mins of going live.
     •880 gifts in first event.
     •30% Gift Aid sign up.
     •Purpose – Donor info gathering
     •Took minimum gifts (£1.50) - £1320




                                                       “It’s important, when choosing a new
                                                   system, that it not only allows us to raise
                                                 funds from new avenues but that it is easy
                                                               for non-technical staff to use,”

                                                        Mark Palfrey, Database Operations
                                                                                Manager.

@robmcallen                                 28
MOBILE APPS




                   Snooze




@robmcallen                 29
MOBILE APPS

                   Give.mobi




                                    Rapidata



@robmcallen                    30
MOBILE APPS




@robmcallen        31
MOBILE APPS




@robmcallen        32
QUESTIONS?
                                       Robert McAllen
                                           Blackbaud
                                         @robmcallen
                       Robert.mcallen@blackbaud.co.uk




@robmcallen       33

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Mobile Fundraising

  • 1. MOBILE WORKSHOP Robert McAllen Senior Product Manager, Online and Shared Services 1
  • 2. In 3 years Mobile will be the #1 method of accessing the internet Source: Connecting Online Advocacy and Fundraising, Blackbaud http://www.blackbaud.com/onlineadvocacy 2
  • 4. AGENDA 1. Mobile Web Pages 2. Single Text giving 3. Regular text giving 4. Events giving 5. Gala Dinners 6. Mobile Apps 4
  • 6. THE STATE OF THE MOBILE WEB • There are over 10,000 different web browsers • Within the mobile space alone: - Mobile Safari 2 - Mobile Safari 3 - Windows Mobile 6 - Mobile Safari 4 - Windows Mobile 7 - Android 1 - Opera Mini 4 - Android 2 - Opera Mini 5 - Android 3 - Nokia S60 4 - Blackberry 4 - Nokia S60 5 - Blackberry 5 - Kindle Web - Blackberry 6 - WebOS 1 - WebOS 2 - WebOS 3 @robmcallen 6
  • 7. THE STATE OF THE MOBILE WEB • Mobile page-view growth since July 2010: 88.7 % - We are bad at planning for this kind of growth Source: Opera – State of the Mobile Web (July 2011) - http://www.opera.com/smw/2011/07/ @robmcallen 7
  • 8. 8
  • 9. TWO APPROACHES FOR MOBILE • Separate website • Mobile-optimized site - m.mysite.org - Use existing content - Subset of content - Use existing site • Pros structure - Easy to build • Pros • Cons - Once set up, it just works - Consistent links - Inconsistent links - Mobile website are good - Constantly have to think websites about it • Cons - Harder to set up 9
  • 10. HOW? 10
  • 11. M A R K U P P E R S P E C T I V E - L AY O U T <div> logo logo </div> <div> nav nav </div> <div> primary content Primary content </div> <div> secondary content Secondary content </div> <div> footer footer </div> <div> quick links Quick Links (SEO) </div> 11
  • 12. D E S K T O P PA G E • CSS applied logo to structure layout divs Secondar nav Primary content y content footer Quick links 12
  • 13. M O B I L E PA G E • CSS Change to Logo rearrange content Nav Primary content Secondary content footer Quick links 13
  • 14. M O B I L E PA G E • CSS Change to Logo alt. lo-res logo rearrange content Nav alt. mobile nav • Serve up some alternative content • Remove a content pane Primary content Secondary content footer Quick links 14
  • 15. THIS IS THE SAME PAGE 15
  • 16. 16
  • 17. SINGLE/TEXT GIVING Raised £15.1m in text donations DEC EAST AFRICA APPEAL $43Million during Haiti crisis RAISED £1,500,000 70% signed up for Gift Aid @robmcallen 17
  • 18. CHARITY AND MOBILE 1) Charity revenues dropping 2) Aging donor profile – access to new supporters @robmcallen 18
  • 19. WHO CAN GIVE? These are UK figures but Haiti/Red cross campaign bears these out for the US market. @robmcallen 19
  • 20. HOW MUCH? Numbers are slightly higher for the US market - $10 average @robmcallen 20
  • 21. HOW DOES THIS WORK? SHORT CODE : 70003 KEYWORD : ORANG1 @robmcallen 21
  • 22. 22
  • 23. WHY SOCIAL? How many more will convert via simple, instant donations? @robmcallen 23
  • 24. REGULAR GIVING • Direct Debit income is levelling or dropping. • Effectiveness of Chuggers is on the wain. • Negative publicity. • Make it easier…make it self service? • Now able to give up to £10 per month on a self service basis. • Move off the street and onto Facebook/Twitter? @robmcallen 24
  • 25. REGULAR GIVING How does it work? The donor is given some options - End - Skip The power is in the hands of the donors but in a positive way. @robmcallen 25
  • 28. BLACKBAUD MOBILE •First ever campaign. •672 gifts in first 20 mins of going live. •880 gifts in first event. •30% Gift Aid sign up. •Purpose – Donor info gathering •Took minimum gifts (£1.50) - £1320 “It’s important, when choosing a new system, that it not only allows us to raise funds from new avenues but that it is easy for non-technical staff to use,” Mark Palfrey, Database Operations Manager. @robmcallen 28
  • 29. MOBILE APPS Snooze @robmcallen 29
  • 30. MOBILE APPS Give.mobi Rapidata @robmcallen 30
  • 33. QUESTIONS? Robert McAllen Blackbaud @robmcallen Robert.mcallen@blackbaud.co.uk @robmcallen 33

Hinweis der Redaktion

  1. Page-view growth since July 2010: 88.7 %Unique-user growth since July 2010: -8.6 %