What is your organization doing to maximize mobile? Beyond responsive design and optimizing landing pages for mobile, how can you make mobile work for activism, fundraising, and loyalty now and in the next five years? See3 Partner Nick Allen put together this presentation on how to take advantage of the new opportunities in mobile for communications, fundraising, activism, and building supporter loyalty — and how to develop a strategic roadmap for mobile for your organization. See what's working – and what’s not – in SMS, apps, and one-click giving via PayPal, Amazon, and OneID’s QuickDonate. Also covers responsive Web design, how to make your communications look good on smartphone, and how to select priority information to present to your supporters on small screens. About the presenter: As founder of the Donordigital agency, Nick Allen helped create the first U.S. mobile advocacy networks for the Humane Society of the United States, Amnesty International USA, and Human Rights Campaign. He recently joined See3 Communications after two years in Barcelona working with online and mobile programs for UNICEF, UNHCR, and World Vision in Spain, Amnesty International and WSPA in London, and UNAIDS in Geneva.

1. 5 ways to
maximize mobile
presented by Nick Allen
February 25, 2014

5. 5 ways
1. Make your site work for mobile
2. Figure out what your constituents are doing
on mobile and what they want from you
3. Build your mobile file
4. Use mobile as an additional channel in
integrated marketing – information,
fundraising, advocacy
5. Create a roadmap for the next 3 years

6. PC v. mobile
PC
• Shared or used at work
• Hassle to carry
• Web and search
Mobile
• Personal
• Take it everywhere
• Practically 24/7
• Web, search, apps, social,
camera, location, image
recognition, prediction,
voice, etc.
Thanks: Benedict Evans, http://benevans.com/presentations/2013/11/5/mobile-is-eating-theworld-autumn-2013-edition

11. 1. Mobile optimization - Web
• Eliminate horizontal scrolling
• Make text easy to read without resizing or
zooming
• Easy to use finger tips for buttons and links
• Enable fast page loads if user on slow mobile
networks
• Simplify navigation and content to focus on what
mobile users want

12. Mobile optimization - email
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•
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Majority of emails read on mobile
Big fonts, easy to read
Buttons easy to click with fingertip
Form field big (and minimum number of
fields)
• Test PayPal, Amazon
• Store regular donors’ credit cards?

13. 2. What do your constituents want?
• Google Analytics, Facebook Analytics
• Ask them (surveys, focus groups)
• See what people looking at elsewhere (peer
sites, commercial sites, etc.)
• Experiment and learn

15. HUGE drop in bounce rate from mobile devices after
launch.
Thanks: Michele Zwiebel and Derek Olson,
2013 NTC presentation

16. Although we’re seeing more and more
customers buy from mobile, we still think of
mobile as an informational channel versus a
place where consumers make a purchase. Our
challenge is making the shopping experience
on mobile as smooth as possible.
— Kaleb Cho, marketing manager, Amazon

17. Fundraising with mobile
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•
•
•
•
SMS
Direct donation on smartphone
PayPal, Amazon, other vault solutions
Where’s my “mobile wallet”?
Build mobile file via advocacy and info, then
convert by telemarketing
• More channels = more money

18. Oxfam UK: 1 pound a week
http://www.youtube.com/watch?v=n2zymuD83aM

19. UNICEF Spain: SMS -> TMK
19

20. 20

21. 1 million SMS are worth…
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•
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1,000,000 SMS x $1.50 = $1,500,000
5% TMK conversion? = 50,000 new donors
$15 monthly gift x 50,000 x 12 mo.
Acquisition cost? Long-term value?
21

22. U.S. challenges
• Hard to get major TV promotion
• Can’t call mobile numbers without opt-in
• Americans might not respond as well as
Spaniards
22

24. SMS leads converted best
Thanks: Helen Pattinson, UNICEF UK

28. What’s working
• Tube (metro) ads asking for £3 monthly SMS
donations
• Option to “text SKIP” to skip any monthly
payment
• Telephone upgrades

31. This was the ad which was featured on overland trains, London Underground and
public bathrooms. We chose these places because although competing with other
ads, they are pretty captive audiences and are going to be looking for a while.
They are also likely to see it more than once because they will take the same
travel journey again.

32. 3. Build your mobile file
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Ask everywhere
Include SMS for response everywhere
Ask on forms (optional field?)
Text cancer to 12345
Excellent welcome and opt-in
Generate leads with SMS, then telemarketing

33. You can…
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•
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Quick polling on hot issues
Provide locators and information look-up
Be the first with news
Run an advocacy program
Build turn-out for events

38. 4. Add a mobile channel
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Let your supporters choose their channels
Offer mobile/SMS wherever it makes sense
Events, RSVP, action alerts, appointments, info
Send an SMS during fundraising campaign or
advo campaign (but also send email, Web site,
Facebook, Twitter)

39. 5. Make a roadmap plan
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Evaluate what’s most important for your org
Determine the steps, budget, staff
Make a calendar
Be flexible, things change

40. More info?
Nick Allen
See3 Communications
(415) 531-4262
nick@see3.com
www.See3.com