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BBCON 2013 Presented by mGive and National Geographic Society
@mGive
Angela Whaley Client Experience Director, mGive
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Text ANGELA to 50555 for my mCard*
*Msg&Data Rates May Apply
…we knew
how to acquire
NEW donors
…we could
improve our
email open rate
…we could
better engage
supporters
…we could
retain donors
longer
…we could
better interact
with our
volunteers
…we could better
cultivate and
understand our
donors
…we could get
our donors to
give more
and/or monthly
…we could
fundraise more
effectively
@mGive
@mGive
Fact:
@mGive
Our survey shows that Boomers 2, Baby Boomers AND The Greatest Generation are also using text-to-donate.
U.S. Senior (age 65+) mobile phone penetration projected to be 72 percent in 2014.
Fact:
@mGive
A plurality of Text Donors give more than $250.
42% of
respondents give more than $250 annually through multiple channels.
Fact:
This is complicated
@mGive
Complicated? Not so much – and we all use it everyday
@mGive
Faster than a Speeding Bullet
Mobile has a 97% open rate, and 85% of those texts get read within 15 minutes of receipt.
More Powerful than a Locomotive
Mobile donors are strong – retention rate can be double that of traditional fundraising retention.
Able to Leap Tall Buildings in a Single Bound
Mobile provides access – Up to 80 percent of mobile donors are unique to an organization. Mobile Internet Access will soon overtake desktop Internet usage.
@mGive
• Mobile Web • Mobile Apps • Mobile Messaging
• Help you get to know and better engage your current supporters and donors
• Raise top of mind awareness of your organization
• Increase volunteer engagement • Increase donations • Re-activate donors • Attract new supporters and donors • Attract corporate partners/sponsors @mGive
When it comes to mobile, thinking small is
kryptonite
– that it can only be used for small donations with
a small demographic sub-segments –
and that it can’t be used strategically with other fundraising strategies
and channels @mGive
BUILT ON 4 CORE PRINCIPLES
Using the mobile channel for social good should include the Four Principles of Engagement and Fundraising.
@mGive
IDENTIFY
Identify those that may engage and give via mobile
Assess potential supporters of mobile through mobile provider supplied research information
Obtain information so you can segment your audience
Poll Supporters for information relevant to the cause.
Compile information in a systematic and actionable way.
Receive studies from mGive and partners.
RESEARCH
CULTIVATE
Use mobile tools to build a relationship
Execute ongoing engagement campaigns
Promote activities and accolades
Targeted messaging based on profiles Great Caesar's Ghost! Be as ruthless as Perry
White in making your news relevant and timely
Build a Relationship through Regular Communication A client saw opt-outs go down and conversions go
up the MORE they communicated to supporters.
Don’t live in the Fortress of Solitude – Interact! Surveys Social Media
Surveys Qualitative and Quantitative both
possible through mobile
Use an an opportunity to get feedback and buy-in
Social Media More donors finding out about text
campaigns via mobile
Number of users engaging in social media activities increasing.
• Polling
• Advocacy
• Fundraising
• Engagement
• Informational
• Data Collection
• Volunteer Request
Different types of messages include
@mGive
SOLICIT
- Ask for monetary donations on a singular or re-occurring basis
- Invite in-kind donations
- Highlight corporate
partnerships - Invite social media
inbound engagement through stories, videos and pictures
Research Identify Cultivate Solicit
Your Org Name:
Tell us more about
yourself and what
you want to know
about Us!
http://m.mgive.com
/webform
Your Org Name:
You have been so
awesome in supporting
us! We have a special
need this month please
help!
Reply YES to make a
$10 contribution today
and we’ll do all the
work!
Your Org Name:
We have a Run/Walk
this next month!
Please click below
and register today!.
http://m.mgive.com/4
365/s/1720989535
Your Org Name:
Thanks so much for
your help. We want
to learn more about
you. Follow the link
to update your
contact info.
http://m.mgive.com/4
365/s/1720989535
@mGive
Laura uses the
Social Share Tool
to tell others about
volunteering with
your organization
Laura receives
a text telling
how her
donation is
being used
Laura is asked to
fill out a mobile
web form to
provide more
information about
herself
Laura is
sent a YouTube
video about your
mission
Laura is
sent
a mobile poll to
learn more about
her interests
Laura opts into Mobile
Community
Or Makes Mobile
Donation
Laura is asked
if she’d like to
make a gift
today
@mGive
…we knew
how to acquire
NEW donors
…we could
improve
our email
open rate
…I could better
engage
supporters
at events …we could
retain donors
longer
…we could
better interact
with our
volunteers
…we could better
cultivate and
understand our
donors
…we could get
our donors to
give more
and/or monthly
…we could
fundraise more
effectively
@mGive
Questions?
@mGive
