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Fundraising is an integral part of every non-profit’s efforts to sustain their organization. However, it’s often tough for an organization to break out from the crowd and ensure that their message is heard. Emails go unopened and phone calls go unanswered. That’s why text messaging is the best channel to reach and engage your supporters. Text messaging offers a significant advantage in reaching supporters over other communication channels – 99% of all text messages are read and the average text is opened within 90 seconds. In fact, supporters who are mobile subscribers are 250% more likely to donate than supporters who are email only subscribers. Learn how to implement text messaging as part of your fundraising strategy, and case studies on how non-profits have successfully integrated text messaging into their fundraising campaigns.
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Mobile Commons, Inc. | www.mobilecommons.com | [email protected]
Text messaging for non-profit fundraising
Michael Sabat [email protected]
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 2
§ Text messaging for communica<ons and text messaging for dona<ons
§ Benefits of tex<ng as a channel § Approach to text messaging for donors § Case studies
What You Will Learn Today
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 3
Organiza<ons using text messaging
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 4
99% of text messages are read.
The average text is read in 90 seconds.
Text messaging is the #1 applica<on on phones.
*Sources: Conversa<onal Adver<sing 2010, SinglePoint; Cell Phone Ac<vi<es 2012, Pew Research ; How Americans Use Text Messaging 2011, Pew Research; CTIA
Key Statistics
Why Text Messaging
Mobile Use Text messaging is the most effec<ve method for reaching everyone – especially underserved popula<ons, young people, and minori<es.
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 5
The Solution § Web applica<on for managing mobile communica<on: § Text Messaging § Phone Calls § Mobile Web § Mobile Transac<ons § MMS – Pics and videos
About Mobile Commons
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 6
Ask for email and expect an 80% conversion rate
Automated Conversa<ons
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 7
§ More Supporters § More Ac<on § Engagement § Phone Calls § Dona<ons
More Dona<ons
More Volunteers
More On-‐the-‐ground Ac<on
More Advocacy Phone calls
NPO + SMS = Fundraising Success
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 8
§ Print § Radio § TV § Live Events § Press § Social Media
5 – 10x Increase in Response Rate
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 9
Q: When should you use text to give? A: We recommend text to give in emergencies or natural disasters when you have a celebrity endorser or the afen<on of the whole na<on. Why is text to give not good for engagement? 1. Text to give limits the amount that your
users can donate at one <me, thereby undercugng your fundraising efforts.
2. Text to give is a one-‐<me interac<on between your nonprofit and the donor.
3. Not everyone can donate with his or her cell phone, and donors some<mes choose to cancel their dona<ons.
4. Text to give dona<ons take <me to process.
Text to Give
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 10
SMS Amplifies Your Results
Email Social Media Print Digital TV Events
Adding text messaging amplifies your results from all your other
media channels
More dona<ons
More likes
More conversions
More clicks
More views
More engagement
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 11
Add a CTA to Exis<ng Media
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 12
Case Study: Shedd Aquarium
§ The Shedd Aquarium used an SMS call-‐to-‐ac<on in 25% of their TV ads to drive contest entries. § Three sta<ons asked viewers to
go to a website to enter the contest.
§ The fourth sta<on asked viewers to text the word FOX to 69866.
§ The TV ad with an SMS call-‐to-‐ac<on generated 325% more contest entries than any other call-‐to-‐ac-on.
§ SMS entries made up 52% of the total contest entries, despite only running in 25% of the ads.
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 13
Mobile is part of a mul<-‐channel strategy. 1. True opt-‐in. 2. +Mobile supporters
perform much befer, than email-‐only supporters.
+ Mobile
SMS engagement = moving donors up the ladder of engagement
Observer and member
Donor and evangelist
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 14
§ A +mobile supporter is 250% more likely to donate, compared to supporters who are email-‐only subscribers.
§ The value of +mobile supporter was 309% higher than an email-‐only subscriber.
Case Study: Human Rights Campaign
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 15
§ The easiest way to <e in text messaging to your fundraising campaign is to send out a simple reminder to donate.
§ Cut through the clufer, grab their afen<on and focus it.
Send an SMS Reminder
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 16
Case Study: The Humane Society
§ Supporters that receive a text reminder are 77% more likely to donate – through the email ask.
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 17
§ Make it easier by asking your donors to respond with a pledge to donate a specific amount that they can finalize later.
§ You can then remind them of their pledge when they decide to make the dona<on online, over the phone, or in person.
Ask for a pledge over text
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 18
§ JFNA chose to use “Text to Pledge” over “Text to Donate” because “Text to Donate” dona<ons are limited to $10
§ Highest pledge being $1000 and the lowest $1
§ The average dona<on was $96 § JFNA saw a 46% pledge-‐to-‐
dona<on conversion rate
Case Study: The Jewish Federa<on
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 19
Coming Next: Mobile Web Forms
§ The key to gegng supporters to give is minimizing the number of steps they need to take in order to make a dona<on.
§ By adding a link to a mobile web form that autofills their basic informa<on, such as name, email, and address, supporters simply have to fill out their credit card informa<on to make a contribu<on.
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 20
Mobile Op<mized Dona<on Form
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 21
§ High engagement – response rates ranged from 11% to 138%
§ 25% more likely to run
§ SMS Subscribers raised 50% more money
List Growth, Engagement & Fundraising
Mobile Commons, Inc. | www.mobilecommons.com | [email protected]
Text NPO to 662266
to see how this works.
Michael Sabat [email protected]