One Small Step for Fundraising: Mobile Giving with mGive Webinar Deck
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This is the slidedeck from the Idealist Consulting-mGive webinar hosted 6/4.
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One Small Step for Fundraising: Mobile Giving with mGive Webinar Deck
- 2. One small step for fundraising, one giant leap for nonprofits
- 3. Introductions Idealist Consulting strives to advance social responsibility through thoughtful and approachable technical consulting. • Top-rated on the AppExchange • Over 700 Salesforce implementations • Certified B Corp The mGive Foundation partners with more than 60 of the nation’s leading mobile carriers (covering 99 percent of U.S. mobile customers) to enable qualified nonprofits to increase overall donations and reach new audiences using affordable, reliable and regulation-compliant mobile donation campaigns. Jenifer Snyder Executive Director The mGive Foundation 303.875.5326 jsnyder@mgive.org @mGiveFoundation Angela Whaley Client Experience Director mGive 866.720.3350 x122 awhaley@mgive.com @mGive
- 4. Mobile is Read • 97% open rate for text messages Mobile is Now • 85% of text messages read within 15 minutes of receipt Mobile is Present • Phones within reach 19 hours per day Mobile is Loved • Text donors are extremely satisfied What Makes Mobile Super Powerful?
- 5. The Mobile Ecosystem: How Do You Interact With Each? Text Messaging Mobile Apps Mobile Web Pages
- 6. Compare Open Rates Prospective Donors/Supporters Social Media Direct Mail Email Mobile 97%
- 7. Sphere of Influence Social Media 16% view rates Organic / Paid Search (Website) Email 18% open rate Mobile 97% open rate Unaware
- 8. Annual survey of text donors 5,555 donors who gave by text in 2013 Online study fielded through text message and email from April 4 though April 21 Fourth year of study The mGive Foundation 2014 Text Donation Study
- 10. Text donors want to give more Mobile is social media – hiding in plain sight Cause marketing stands to gain from mobile Key Findings
- 11. Text donors are extremely happy with text giving The overwhelming majority want to continue giving by text Most see text giving as a preferred, “excellent” way to give Yet only 30 percent of text donors respond that they usually give in this way “Giving Preference Gap”: Text Donors Want More Giving
- 13. Social media was the second most- cited source of information about text donation campaigns (after T.V.) Charitable giving through social media is in the top five preferred choices of giving Text donors are active video viewers and Facebook users through their mobile phones Text Donors Want More Social
- 15. 60% of Twitter users tweet from mobile Two-thirds on Facebook and use their mobile devices at least some of the time to update/check status YouTube reports one billion video views per day through mobile Social media image content increasingly from mobile: • 47% of smartphone users reported replacing digital cameras with mobile phone in 2011 Mobile and Social – a Broader Look
- 16. This year’s survey showed strong linkages between text donors and cause marketing: Corporate/Brand acts as an incentive Already a “top-five” source for info about text campaigns Text Giving and Cause Marketing
- 17. Text Donors and Cause Marketing
- 19. 1. Text is underutilized, both as a solicitation method and as a source for sharing news and information 2. Text integration with social media should be the focus for those wanting to do more with text – especially integrating text calls- to-action with social video and Facebook 3. Nonprofits and corporate cause marketing partnerships provide effective opportunities to communicate and solicit by text • In fact, a cause marketing campaign is the perfect vehicle to tie together points one and two Survey Implications and Best Practices
- 20. A client was able to double their text donations from 2012 to 2013. Social media/text integration was the key success factor Used celebrity video with a text call-to-action Fans retweeted calls-to-action and shared videos Regional offices sent their own challenges and calls-to- action to local supporters on their social networks Example: Integrated Text and Social Media/Video
- 21. Segment and Target: Right message to the right audience at the right time applies to mobile Possible segmentation includes: • Donation history • Geography • Activity preferences (Volunteer? Advocacy? Recruit others?) • Donor source • Issue preferences Best Practices
- 22. Use text as a source of information about your donors • Qualitative and quantitative surveys • Use to collect info for segmentation and to build rapport with your supporters through text From: 50555 Tell [ORG NAME] what is important to you at http://m.mgive.c om/webform or reply POLL now! Msg&Data Rates May Apply Best Practices
- 23. Use online & offline forms • Sign-in forms • Widgets Collecting a mobile number on your website is the most successful way to build a strong mobile community Best Practices
- 24. Cross-pollinate • To increase email open rates, encourage supporters to opt-in for email and text • Use text to get updated email addresses for bounce backs • Use email to recruit mobile information Best Practices From: 50555 Tell [ORG NAME] what is important to you at http://m.mgive.c om/webform or reply POLL now! Msg&Data Rates May Apply From: 50555 Your email recently bounced back! Please update it for [ORG NAME] at http://m.mgive.co m/webform or reply with your email now.
- 25. Email Example
- 26. Standards Have Changed From: 50555 To receive text updates from [your favorite nonprofit], please reply with YES. Up to 2msg/mo. Reply HELP for help.Info?Visit: mGive.com/E Msg&DataRatesMay Apply From: 50555 Yes From: 50555 Thank you! For more, visit http://mgv.cc Up to 2msg/mo. Reply HELP for help, STOP to cancel.Info? Visit: mGive.com/E Msg&DataRates MayApply
- 27. Q&A
Notas del editor
- Kirsten to introduce webinar
- Kirsten to introduce Idealist Partner to introduce their presenter (5 min)
- Before we go through some of our 2014 Text Donation Survey results in more detail, let’s look at four reasons why mobile is a super way to engage supporters. (See graph on next slide for text donor experience rating – 98% rate their experience in text giving as “excellent” or “good”)
- Before we go through some of our 2014 Text Donation Survey results in more detail, let’s look at four reasons why mobile is a super way to engage supporters. (See graph on next slide for text donor experience rating – 98% rate their experience in text giving as “excellent” or “good”)
- Before we go through some of our 2014 Text Donation Survey results in more detail, let’s look at four reasons why mobile is a super way to engage supporters. (See graph on next slide for text donor experience rating – 98% rate their experience in text giving as “excellent” or “good”)
- Before we go through some of our 2014 Text Donation Survey results in more detail, let’s look at four reasons why mobile is a super way to engage supporters. (See graph on next slide for text donor experience rating – 98% rate their experience in text giving as “excellent” or “good”)
- The results of our annual survey show that donors want to engage – and give – more through mobile. That engagement includes increasing integration with social media. Social media and mobile go so well together that we should no longer distinguish the two: mobile is social Survey findings also show that cause marketing – corporate and brand involvement – are effective motivators and engagers in mobile. Cause marketing provides an opportunity to integrate mobile into your overall program.
- 98 percent rate their experience with text giving as excellent (78%) or good (20 percent) -- the highest in four years On a scale of 1 to 4, text donors gave text giving a median score of 3.5 as their preferred method of giving, the top preferred choice among respondents. Text giving was the top pick for the first time in this year’s survey. 61% of respondents prefer text giving as an “excellent” way to give. Only 30 percent of respondents say they “usually” give via text. The text Giving Preference Gap can be seen in the graph on the next slide
- This chart represents the Text Giving Preference Gap – while just under 30 percent of respondents say they usually give by text, nearly 100% rate their text giving experience as “excellent” or “good.” 61 percent strongly prefer it as a donation method and 85 percent say they want to continue to give this way. The Text Giving Preference Gap indicates that text giving is under-utilized by nonprofits. This giving gap is most pronounced for text, as well as online giving and special events.
- When it comes to how donors hear about text campaigns, most say T.V., at 60 percent (Ads, TV shows, Concerts and telethons top TV sources). Second source is social media at 35 percent. Text donors like giving through social media – it’s in the top five preferred methods. Text donors use their phones to make online donations, update Facebook and send Tweets, but their favorite activity is watching online videos with their mobile phones. (See chart on next slide for stats on how mobile donors use their mobile phones with social media)
- What we’re seeing with the integration of mobile and social media among text donors is reflective of how society is engaging social media. They are increasingly engaging it through social.
- Cause marketing – a company or brand making an appeal – is the most likely motivator for making a text donation. A give away or coupon – another cause marketing technique -- was second choice. Other cause marketing related findings from the survey include: Cause marketing was in the top five sources for how text donors heard about text donation campaigns. The appetite for information via text about updates on information and specials from corporate partners is growing, along with the opportunity to communicate more news and information overall. (see next slide)
- Looking at the types of information desired by text, we see a growing trend in a desire for more news and information, volunteer opportunities and info and specials from corporate partners. Given the effectiveness of a brand or corporate appeal to action, sharing news and information about your cause marketing campaigns seems like a natural fit for text donors.
- Text can and should be used more – and not just for solicitations. Our clients have found that multiple, targeted messages sent within a month, can boost conversion from 10 percent to 21 percent. Follow-up and status reports are important and effective – plus the numbers show that there is an appetite among text donors for this information. Integration with social media is critical, and the survey shows that Facebook and video have a powerful role to play. Use social to inform about your campaign and add video to make it compelling and personal. Create messages and videos supporters will share across their social networks. We will talk about an example shortly. Clearly corporate brands offer a powerful incentive for text donors to give. Corporate partners can help provide a great source for content for social media and you can plug your campaign into their networks – making cause marketing the perfect and effective vehicle to tie practices one and two together.
- Example of cross-pollination: A university client reached out to alumni and asked them to opt-in to their mobile network. 70% of the respondents who opted-on had not been actively communicating with the university
- Example of cross-pollination: A university client reached out to alumni and asked them to opt-in to their mobile network. 70% of the respondents who opted-on had not been actively communicating with the university
- Example of cross-pollination: A university client reached out to alumni and asked them to opt-in to their mobile network. 70% of the respondents who opted-on had not been actively communicating with the university
- Idealist moderates – will field questions from audience or ask from this list: -What sort of org is best suited for this solution? -Solution cost -What fundraising resources do you recommend? (10 min)