One Small Step for Fundraising: Mobile Giving with mGive Webinar Deck

One small step for fundraising, one giant leap for nonprofits

IntroductionsIdealist 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 SnyderExecutive DirectorThe mGive Foundation303.875.5326jsnyder@mgive.org@mGiveFoundation

Angela Whaley Client Experience DirectormGive866.720.3350 x122awhaley@mgive.com@mGive

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?

The Mobile Ecosystem: How Do You Interact With Each?

Text Messaging

Mobile Apps Mobile Web Pages

Compare Open Rates

Prospective Donors/Supporters

Social Media Direct Mail Email Mobile

97%

Sphere of Influence

Social Media16% view rates

Organic / Paid Search (Website)

Email18% open rate

Mobile97% open rate

Unaware

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

Text donors want to give more Mobile is social media – hiding in plain sight Cause marketing stands to gain from mobile

Key Findings

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

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

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

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

Text Donors and Cause Marketing

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

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 videosRegional offices sent their own challenges and calls-to-

action to local supporters on their social networks

Example: Integrated Text and Social Media/Video

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

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.com/webform

or reply POLL now! Msg&Data Rates May Apply

Best Practices

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

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.com/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.com/webform or reply with your

email now.

Email Example

Standards Have Changed

From: 50555To 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: 50555Yes

From: 50555Thank 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

Q&A