01.24.12 innogive mobile - fundraising123.org · mobile text broadcasting why is texting important?...
TRANSCRIPT
Nonprofit 911:Where Are Your Supporters?
They’ve Gone Mobile!With Doug Plank
Chairman/CEO of MobileCause
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www.Nonprofit911.org
About Network for GoodUpcoming Trainings: Nonprofit911.org
NetworkForGood.org – for Nonprofits
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CommonGround
Virtual Fundraising Partner
The Network for Good
888.284.7978 x1
The Rise of Mobile• Ubiquity of Mobile Devices
• Texting is taking over Email• Open rate for email – 35‐40%• Open rate for Texting 93% +
• Text adoption (other than Millenniums)• Age 35 and up is the fastest growing
• Mobile Giving Tipping point 2010• Haiti – 5 million micro donations of $5 and $10 totaling more than $35M in 6 weeks
How Much Time do
People Spend using
Mobile?• 19% of cellphone owners ages 18‐29 said that they’ve donated via text message. [Pew Internet Report] [Chronicle of Philanthropy thoughts]
• More than half of cell phone internet users go online daily from their mobile device [Pew Internet Report]
How Important is Mobile to the Social Media World
?
Social Networking sites like Facebook and Twitter now account for 22.7% of time spent on the web. [Nielsen Study]
SMS/PSMS/Billing Aggregator(reporting)
Other Foundation(remittance)
Data Provider(donation data)
Mobile Giving Provider(ASP)
(technology‐reporting)
Non‐Profit
Carrier(100% payout)
Donation Fulfillment—Follow the Dollar
Mobile Giving Provider(MobileCause/Innogive)(technology‐reporting 100% remittance)
Non‐Profit
Carrier(100% payout) The improvements as compared to other systems:
‐ Greater transparency
‐ Greater accountability
‐ Cost savings to market
‐ Funds remitted quicker
‐ Reporting and remittance reconcile and more accurate
‐ Greater SMS/Billing efficiency
‐Mobile giving positioned to scale
New Era of Transparency
This is example of MobileCause operating structure.
Carrier Requirements for Mobile Services
Fundraising
501 C 3$500K990’s$5 & $10 donations
Carrier Billed $5 and $10 Non Carrier Billed
501 C 3 N/A TBDUnlimited Size $$
Carrier Requirements for Mobile Services
List Building
DBL Opt‐In (poll, T2V)
Frequency unlimited
MMA Guidelines
SMS PSMS
DBL Op‐In Frequency Limited
Carrier & MMA Guidelines
text2give
Micro donations of $5 or $10 Billed to donors cell phone ~$30/month donation cap Keywords based on planWeb & Facebook widgets Live thermometer 14 day go live lead time $350 application feeData: cell #, state, time
Text Pledging
Donations of any size Credit card billedUnlimited keywords Live thermometerOpt‐in to broadcast list Instant set‐up Recurring donations Expanded donor data Live call center (Donations >$100)
text2broadcast
Build your mobile donor list
Year‐round communication
Low cost, low maintenance
communication method
Unlimited Keywords & lists
Web subscription widget
Real time & scheduled alerts
Send instant call to action
text2screen
Live & ongoing pollingAsk open‐ended questionsAsk multiple choice questions Web widgetsGrade responsesOpt‐in to broadcast ListModerator tools
TextTINA
To27138
EARN the right to ask...
Build Mobile List
Provide Content
Seek Feedback
Ask
Non-Episodic Fundraising
1. Mobile List• Volunteers responding to emergency CTA• Need / Location Based notifications and responses• Build Region-Centric broadcast/volunteer lists• Communication from field staff/Volunteers
2. Content• Updates on Local needs, Meetings, Volunteer.
Notify donors what their money is supporting• “Text-Nudge” increase response of Email, DM, TM
3. Feedback• Poll various lists (including staff) regarding opinion,
propensity to volunteer, give more than one gift, etc.• Seek feedback on quality of website, publications• Initiate a “Text-Storm” idea campaign
4. Ask• Volunteers• People2People – Peer solicitation• General micro / macro gifts• New Donor Acquisition and recurring gifts
Through Innovative Mobile Integration
Mobile Text BroadcastingWhy is Texting Important?
93%+ open rates compared to email of 34%
1. Build Your List(s)—Collect cell phone numbers now 2. Rules for mass Texting communication
• Opt in –required by the Carriers and MMA
3. Sample opt‐in to join a mobile list• Text MC to 27138
4. Broadcasting to your list(s)• Short Message—word of encouragement• Rich Media to support for Updates, Solicitations..
• Malaria No More (Sample)
5. Integration with • Traditional Telemarketing• Direct Mail• Email• Web
….Proven Value• Already proven to be a huge success in donor
acquisition when done right• Proven to not interrupt larger gifts… when
done right• Shown to augment other forms of solicitation• Great for list building• Audience interaction and opinions• Peer to Peer and viral• Upcoming improvements in technology and
utilization
Mobile / Social• Local Mobile Social
– Becomes National via• Facebook• Twitter
• Justin Bieber and friends• 98,000 donate
– Added to list– Future donations
• When is your local tragedy– How will you respond
• Traditional & Mobile ?