Mapping Mobile Technologies to Strategies

10/7/2013 #bbcon 1

Mapping Mobile Technologies to Strategies

PRESENTED BY

DAVID BALCOM, AMERICAN CANCER SOCIETY

SHANA MASTERSON, AMERICAN DIABETES ASSOCIATION

DONNA WILKINS, CHARITY DYNAMICS

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Donna Wilkins

CEO and Founder

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THREE QUESTIONS

1.Who is your audience?

2.What is your message?

3.What is your call to action?

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WHO IS YOUR AUDIENCE?

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UNIVERSITY STUDENTS

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ACTIVE MOMS

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• Existing Audience

• New Audience

• Underserved Audience

QUESTIONS TO CONSIDER FOR AUDIENCE

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WHAT IS YOUR MESSAGE?

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• Simple or Complex?

• Push or Pull?

WHAT ARE THE CHARACTERISTICS OF

YOUR MESSAGE?

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SIMPLE OR COMPLEX?

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PUSH OR PULL?

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WHO IS YOUR CALL TO ACTION?

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•Read

•Share

•Interact

•Financial Transaction

ACTION TYPE

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READ

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SHARE

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TRANSACTIONS

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MOBILE AND THE

AMERICAN CANCER SOCIETY

David Balcom

Managing Director, Digital

September 30, 2013

cancer.org

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The American Cancer Society is a nationwide,

community-based voluntary health organization

dedicated to eliminating cancer as a major health

problem. Headquartered in Atlanta, Georgia, the ACS

has 11 geographic Divisions, more than 900 local

offices nationwide, and a presence in more than 5,100

communities.

ABOUT THE AMERICAN CANCER SOCIETY

cancer.org

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Align Mobile with

Society Brand

and Digital

Channel

strategies,

Social, Web,

Search, Email

strategies

STRATEGIC ALIGNMENT

ACS BRAND STRATEGY

DIGITAL CHANNEL STRATEGY

Social Strategy

Mobile Strategy

Web, Search, Email

Strategies

stay well, get well, find cures, fight back

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Mobile Web

m.cancer.org

m.relayforlife.org

m.makingstrideswalk.org

Mobile Apps

Making Strides Against Breast Cancer

Relay For Life

MAJOR MOBILIZATIONS

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MAJOR MOBILIZATIONS

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• Site launched in October 2011

and Refreshed in October

2012

• Key performance indicators all

show positive growth

• Enthusiastic reception by ACS

staff, consumers, media

M.CANCER.ORG

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MOBILE CONTENT USAGE DIFFERS

January 2013 GA Data, Page Views

Desktop Rank

Desktop Page www.cancer.org

Mobile Page m.cancer.org

Mobile Rank

1 Homepage Signs & Symptoms of Cancer 1

2 Calorie Counter Calorie Counter 2

3 Donate Homepage 3

4 Signs & Symptoms of Cancer Guide to Quitting Smoking 4

5 Learn About Cancer Index Page Learn: Lymph Nodes and Cancer 5

6 Find Support & Treatment Index Page Testicular Cancer, Signs and Problems 6

7 Guide to Quitting Smoking Espanol: Signs & Symptoms of Cancer 7

8 Employment Opportunities Donate 8

9 Espanol: Signs & Symptoms of Cancer Do I have Testicular Cancer? 9

10 Cancer Facts & Figures Learn: Ovarian Cancer Early Symptoms 10

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• Information and fundraising features for both registered participants and those interested in learning about Relay

• Accepts donations and allows for mobile registration

• Single source publishing across multiple platforms and content owners

• Seamless mobilization across two desktop environments, UCM and Blackbaud.

• No additional support work for field and event staff

M.RELAYFORLIFE.ORG

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MAKING STRIDES AGAINST BREAST

CANCER – FULLY MOBILIZED!

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• Shortened mobile registration –

eager to learn and apply lessons

across programs

• Fundraising results

• Comparo with former web

approach

• Relationship with app

WHAT ARE WE EVALUATING?

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STRIDES APP

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RELAY FOR LIFE APP

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Backup

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MOBILE REACHES KEY DEMOGRAPHICS

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• Work from a plan

• Develop a style guide

• Think multi-channel

• Balance mobile web and apps (everything

doesn’t need an app!)

• Don’t buy into responsive – unless you

should

• Pick a great partner.

CONSIDERATIONS

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AMERICAN DIABETES ASSOCIATION

SPECIAL EVENT MOBILE STRATEGY

Shana Masterson

@npshana

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2012 – 2015 Organizational Priorities

Improve outcomes for people with diabetes and prediabetes

Expand the field of diabetes research

Give voice to those denied their rights because of diabetes

Heighten the nation’s sense of urgency for the growing diabetes

epidemic

***Build our capacity for success***

See full strategic plan:

http://main.diabetes.org/dorg/PDFs/American_Diabetes_Association-2012-2015-Strategic-Plan.pdf

ABOUT ADA

--Total revenue for the period of 2012 – 2015 will meet or exceed $1

billion.

--Achieve revenue growth for special events that will outpace that

of the overall Association, fueled by accelerated growth of our

signature campaigns.

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Signature Campaigns:

120 events, 120K participants 88 events, 62K participants

$24M raised $26.5M raised

Other Campaigns:

SPECIAL EVENTS

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Mobile “optimized” boutique

sites – Same for mobile and

tablet

TeamRaiser difficult to

“mobilize”

Most frequent click-through:

“View complete site”

Donation forms optimized in

Fall 2012

PRE-2013 MOBILE

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Allow participants to fundraise on

their phones!

Launched 2011

Integrated with email, Facebook

and Step Out/Tour center!

Current year – 123% app revenue

increase for Tour. 53% for Step

Out.

MOBILE APPS!

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OUR FIRST RESPONSIVE SITE –

MARCH 2013!

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SOLIDIFYING OUR APPROACH

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EARLY RESULTS

STEP OUT 2012 2013

Traffic 5.2% 33%

Bounce Rate

Tablet

Mobile

49%

65%

28%

29%

Time on Site

Tablet

Mobile

1:49

1:08

3:58

2:44

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Currently testing text messaging

Further email improvement for mobile needed

QR codes – limited results

Possibly losing personal donations via mobile/tablet

Local staff can “break” responsive, need additional

mobile training

i-donors donation average is 40% more than Android

donors

TeamRaiser adapting quickly to responsive

NOW WHAT?

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SUMMARY: THREE QUESTIONS

1.Who is your audience?

2.What is your message?

3.What is your call to action?

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THANK YOU

DAVID BALCOM, AMERICAN CANCER SOCIETY

SHANA MASTERSON, AMERICAN DIABETES ASSOCIATION

DONNA WILKINS, CHARITY DYNAMICS