New Whitepapers: http://www.smartonline.com/whitepapers/ Emerging technologies are changing our lives for the better enabling users to be in "constant connection" with the things they care about. Mobile plays a huge part in this, especially with the advent of smart phones. Already growing at an enormous rate, mobile growth is only going to continue on this upward trend, with smart phone sales beating PC sales in Q4 2010. The key focus of the session is to be a resource to nonprofits in helping them understand and evaluate how mobile solutions will help them grow holistically.

1. Mobile for Today’s Nonprofits
Presented by Tonia Zampieri &
Anusha Sethuraman – Smart Online, Inc.
The developers of SmartOn™ Mobile solutions that will help bring your mission further with
mobile

2. Agenda
• The Big 4 in Mobile – Overview
• Today’s nonprofit challenges – how can mobile assist?
• Summary of Smart Online Whitepaper findings
• Mobile readiness assessment (handout)
• Additional nonprofit mobile resources
• Invent Your App Contest Announcement
• Q& A

3. Outcomes
• Understand the basics of mobile technology
• Know 4 categories of NPO mobile channel & give examples
• Identify your organization’s mobile readiness
• Create your own mobile roadmap
(fundraising, advocacy, program delivery) success
• Learn about
– ‘Invent your App’ contest
– Additional education/resources

4. The Big 4

5. • Completely different layout from static site
• Available via any mobile device w/Internet
• Start w/most critical calls to action
– Donation pages, volunteer opps, top programs

6. Soles4Souls.org
Static website homepage

7. Soles4Souls.Org
Mobile Website
Home Page Donate page Get Involved page

8. • Stands for ‘short message service’
• Use text messaging as form of
communication
• Text2Give falls under this category
• MMS – Multimedia messaging service
– video, photo

9. Text4Baby Case Study
(program delivery)
Goal
To reach low-income
new mothers or
mothers to be to promote
maternal and child health
Action
Text BABY (or BEBE in
Spanish)
to 511411 – free weekly texts
•Timed to due date or
• Baby’s date of birth
Outcome
Help Moms take good care of themselves –
and their babies

10. • Major device OS (Apple, Android, BB, etc.)
• Deep engagement – 2 way
• Rich Engagement and Offline capabilities
• Integration with external databases
– contact management systems (no silos)
– Volunteer, gov’t officials, donation systems, etc

11. National Parks Conservation Association
Primary goals: increase email list & engagement w/org.

12. • Can be Text2Give, mobile website or app
• Must be integrated with existing campaign
• Marketing is KEY to success

13. Not mobile optimized Mobile optimized

14. Big 3 Questions to ask
• What is the desired outcome?
Define top 1-3 goals for next 12/18 months
• Who is the target audience?
• What are the channels needed based on the
above?

16. • Idea: understand users
– What do they do with their phones?
– Causes and apps – how do they react?
• Showcase results
Surveyed ~300 consumers

17. Questions we asked
• Usage on smartphone vs. PC
• Mobile ‘unfriendly’ website – what do you do?
• Mobile app or mobile website?
• Used an app for a cause you care about?

18. Smartphones vs. PCs - Sales
• Smartphone sales beat PC sales
– 100.9 million Smartphones
– 92.1 million PCs (Q4 2010) *
* International Data Corp., 2010

19. Salvation Army App
• Social Justice ‘The Daily Cup’ App
– 190,000 downloads in 6 weeks
– Over 10% response rate *
This example reiterates the rate
of proliferation of smartphones –
you want to build your presence
here, and quickly
* Salvation Army., 2010/2011

20. Smartphones vs. PCs –Usage
• 72% open emails more often on their
phones or equally on their phones and
computers
• 63% open social networking sites similarly
Always on my phone
Equally
More often on my phone
Less often on my phone
Don’t open emails on my phone

21. Mobile ‘Unfriendly’ Websites
Get frustrated and disengage
Leave the website and forget
about it
Open it later on a computer
Zoom in and read
information with difficulty

22. Comparison: Mobile Website or Apps
• 67% prefer app for utility
• 62% for social networking
• 26% for fundraising events/advocacy

23. Causes & Mobile – Consumer Reaction
• 21% used phones to support nonprofits
• 59% want to receive real time updates

24. World Wildlife Fund - Canada
• 10,000 downloads since Nov launch
• Promotes org news
• Goal – reach 1 million (5 yrs)

25. The Idea begins with You
• Invent Your App
• Submissions accepted till
April 30
• Voting begins – May 1
Your Brand. Your Supporters. Your App!

26. App Ideas

27. What are your next steps?
• Mobile readiness questionnaire
• Get informed! (beyond today) 
• Get buy in, set a strategy, timeline & budget
• Develop mobile roadmap – build tiered plan
– 1st release, 2nd, etc. + maintenance
Mobile is here – doing nothing is NOT an
option!

29. Additional Resources
• LinkedIn Groups:
– Mobile Technology for nonprofit organizations
• Websites
– http://www.mobilecommercedaily.com/
– http://smartonmobile.com
• Blog on mobile email best practices, causes & mobile, etc.
• Notable Twitter handles:
– @iheartcharity, @smartonmobile @NPOmobile
– @NTENorg @NetSquared

30. Where do you stand today?

32. Appendix

33. Best Practices – Mobile Emails
• ‘View on Mobile Device’ link
• Single column layouts
• Branding and Calls to Action at the top
• Read blog article at
• http://www.smartonline.com/smarton-products/smarton-mobile/best-practices-for-
creating-mobile-emails/