anytime, anywhere: mobile engagement for communities & donors
TRANSCRIPT
Anytime, Anywhere: Mobile Engagement for Communities &
Donors
Oct. 22, 2015
Amy Gahran [email protected]
@agahran
Mobile & Engagement
MYTHBUSTING!!!
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What is mobile? (Primarily)
• Cell phones (not always smartphones)
• Texting (SMS) • Social media • E-mail • Mobile web • Podcasting
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Smartphones: fastest consumer adoption of any technology!
- Lee Rainie, Pew Research
(Me: Because mobile isinherently engaging.)
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Mobile is PERSONAL!
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Take out your phones!
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What mobile engagement can look like…
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SVCF deploys Mobile Commons on behalf of grantees
• Grantees. Made it a priority for grantees to get text alert signups — often live, on the spot.
• Broadcast alerts: Issues, events, workshops, deadlines, opportunities, etc.
• Unique links in texts allow support analytics. • Web portal: People can easily resubscribe if
cell number changes.
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Local Podcasts
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Mobile Giving
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Mobile Giving Options
• Text to give. Wireless carrier billed. Works on any cell phone (even dumb phones)
• Mobile donations. Credit card billed. Needs smartphone.
• Mobile web or apps, including crowdfunding. Needs smartphone.
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Hispanics in Philanthropy
Custom-built, mobile-friendly crowdfunding
platform
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• Regularly organizes online giving events • Supports, promotes broader campaigns like
Giving Tuesday • Lots of resources, training (capacity building) • Cool prizes as perks: SW airline tickets, in-
kind contributions • Matching funds: For every $1 HIP partners
offer as match, nonprofits raise $1.71
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HIPGive does this:
Text-to-Give: How it works• Donor texts a keyword to a shortcode • Fixed donation amount only • Carrier billing: added to donor’s cell phone bill • Carrier & donation platform take their cut • You (eventually) get the money • Optional: Can build up your opt-in texting list • Simplest donor experience, works on any cell
phone
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Shortcode
Keyword
Response
Donor confirmation
Mobile Donations: How it works• Texting/mobile web hybrid • Donor texts a keyword to a shortcode • Autoresponse text includes link to donate • Donor fills out mobile web form — flexible
donation amount! • Billed to credit card (or sometimes Paypal,
ApplePay, Google Wallet) • Minus fees (for platform, transactions)… • You get the money!
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Keyword
Shortcode
Donation link (mobile web)
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More data = More engagement opps!
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Drawbacks of Text-to-Give• Longer time to receive funds: 90-120 days
vs. 15 days (donors must pay phone bill) • Limited data for engagement: Cell # only • Higher transaction fees. • Lower fulfillment than mobile donations:
59% vs. 84% (more failed transactions) • Most family, group, corporate plans are
ineligible. • Not compatible with discount resellers
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Text-2-Give FAIL
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Oops! My cell plan is from Walmart (reselling AT&T)
Drawbacks of Mobile Donations• Smartphones only • Requires live mobile data connection • Takes more donor time, thought,
attention • Mobile typing SUCKS!!! • More possible donor errors =
frustration & alienation!
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Cell phone typing:
What could possibly go wrong?…
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Thermometer: Check integration!
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Giving Day: Engagement Opportunity!
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Main mobile DO’s• DO assume many/most users/donors
are on their phones • DO have mobile-friendly website or
campaign landing pages • DO promote mobile across all media! • DO use mobile-friendly e-mail templates! • DO post links to mobile-friendly
content in social media!!!!!!
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Campaigns: Mobile Tips• Mobile-friendly info & donation pages!!!! • Promote causes BEFORE event/
campaign • Offer mobile donations and/or text-to-give • Build your texting/email list: Ask
permission! • Ask questions to engage further.
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