ntc 2010_trinet internet solutions_mobile giving

TextText22Success! Success!

Ron WeberTrinet Internet Solutions, Inc.

Visit Booth #19

In January 2010, mobile giving raised over $30 million, compared to $4 million for 2009.

Agenda• Industry Overview• 7 Steps to Strategies for Success!

Today’s Trends

Social MediaMicro-giving

Micro-Blogging

“Wired Wealthy”

Mobile Donations

What’s the Reach?

Source: Mobile Web Design by Cameron Moll, Telephia

850M 1.5 B 2.7 BCurrently 68.7% of all American Mobile phone subscribers are active user of text messages.

Mobile Industry Overview

• Mobile Industry Growing at 27% year over year

• 268 Million U.S. Mobile Subscribers in 2009

• 40 Million Smart Phones Sold in 2nd Quarter ’09

• US mobile phone users open more than 90% of the text messages they receive

Sources: The Nielsen Company, Apple, Venture Capital Companies

4 Billion Text Messages sent PER DAY in the US!

Sources: 2009 Social Media Revolution, 2009 CTIA Semi Annual Report

Mobile Giving

How Does it Work?

“Give” to 50500 “Yes”

2) Confirmation Text1) Keyword Text Message

Opt-In

Mobile Giving Overview

1st Year – 2007

Mobile Giving

Sources: Mobile Accord, USA Today, 2009, *Mobile Cause

$300,000

*Estimated $15 Billion in 2017?5

Nonprofits

In 2008, text2give raised 4 million for all nonprofits. January 2010, text2give has already raised 30 million + for nonprofits.

Who is Using Mobile Giving?

7 Strategies for Mobile1. Short-Term Events2. Matching Gifts3. Social Media4. Partnerships5. Text2Pledge6. Text2Broadcast7. Applications

1) Short-Term Events

Since the HAITI Earthquake,* ADRA’s online and mobile fundraising initiatives have raised over 73% of 2009’s online initiatives.

Short-Term Events Strategy

• Promote campaign at offline ministry events

• Promote campaign on radio or television

• Promote campaign on social networks, such as Facebook or Twitter

Medium: Large: Small:

Make sure to feature and integrate campaign in

marketing materials!

2) Matching Gifts

Share our Strength partners with AT&T

• Goal: Provide relief to the 12.4 million children at risk of hunger in America

• Donate $5 by texting “SHARE” to 20222

• AT&T encouraged employees to volunteer and participate •Organized 32 food drives throughout the country •AT&T matched up to $100,000 in text2give initiatives

Case Study: Toys For TotsHASBRO Match “Text 4 Tots” donation

• Text “TOY” to “90999” to donate $5 • HASBRO matched up to 150k texts.

2) Matching Gifts Strategy

• Partner with an influential donor or “wired wealthy”

• Partner with a large corporation

• Partner with corporate employee matching donation program

•Partner with group of influential donors

Medium Tier: Large Tier: Small Tier:

Establish a realistic giving goal

Over 70% of US online adults now participate in some form of social media activity.

Source: Forrester Research, 2009

3) Social Media

YouTube Campaign

Open Doors USA Text to Send a Bible Campaign (Integrated w/YouTube Marketing Campaign)

Social Media Strategy

Medium: Large: Small:

• Post movies promoting campaigns on social media sites, such as YouTube

•Embed videos on blogs and different sites

• Encourage congregations to promote the films on their social media accounts and websites

• Encourage large scale websites to feature movie

• Contact and encourage influential ministry bloggers and sites to feature movie

Encourage your constituents to

“retweet” or embed your video

Fox Q13 and Food Lifeline partners for the 5th Annual Children's Holiday Campaign

4) Partnerships

Partnerships Strategy

• Partner with local TV and newspapers to promote campaign

• Develop relationships with local journalists

• Partner with National TV Programs and Publications to promote and feature campaign

• Leverage celebrities

• Partner with regional television programs and large publications

Medium Tier: Large Tier: Small Tier:

Don’t be afraid to leverage

relationships!

5) Text2PledgeAllows constituents to PLEDGE a donation amount.

Image Sources: Apple, MVGR

+ =• Receive Larger Mobile Donations• 80% Response Rate

6)Text2Broadcast

Allows nonprofits to send constituents a text message.

Why is Text2Broadcast effective?

• Requires constituents to opt-in.

• Reach anyone, anytime and anywhere.

• Over 90% SMS Open Rate.*

• Share News, Updates, Donation Opportunities

Source: Mobile Marketing USA, Gartner Research

Hope For The Heroes

Text2Broadcast Opportunities

• Share Donation & Volunteer Opportunities• Share Breaking News• Share Site Updates• Share Inspirational Messages

7) Applications

*Source: Mobile Marketer

According to industry experts,* mobile ads are three-to-five times more effective than online.

Smartphone Sales in North America Grew 69!%

Source: Gartner Research, 2009

Smartphone Industry

iPhone Market

Sources: Goldman Sachs Research, Apple

20072 million

20087 million

200920 million

201040 million

• iPhone is most popular mobile phone in the US

• 100,000+ iPhone Applications

Apple’s first live network streaming mobile application.• Live Streaming of Television Shows and Network Channels • Integrated Brand Promotion, which helps encourage donations

GoPlanit.com’s Pet Earth Application

• Application Features: Earth is Your Virtual Pet and You Take Care of It• Applications donates a portion of the retail price and ad revenue to plant trees

Can You Meet Me Half Way?

Image Source: Apple

iPad, 2010

• Will Create More Demand for Mobile Applications

Mobile Application Opportunities

• Volunteer Applications• Interactive Games• Connect Constituents • Share Videos, Photographs, Event Highlights &

Mobile Friendly WebsiteAccording to Gartner Research, “by 2013, mobile phones WILL OVERTAKE PCs as the most common Web access device worldwide.”

Mobile Friendly Website

Livestrong.org

Jumping to NEW Heights with Mobile!

Steps for Mobile Success

1. Filter: Strategize and determine unique and engaging content.

2. Focus: Create appealing content, including voice response channels, segmented content paths and SMS alerts to engage target audience.

3. Adjust: Tailor the mobile content to continually reflect the changing needs and desires of your target audience.

Make Mobile Part Of Your IMC Plan!

Awareness

Knowledge

Interest

LoyalConstituent

Mobile - Radio/TV/Print/Direct Mail – Email/Banner Ads/SEO –SEM/Facebook/Twitter

Visit YOUR WEBSITE

Attends Ministry

Donation

Goal 1:

Goal 2:

Goal 3:

Integrated Marketing Communications

Questions

Ron.Weber@TrinetSolutions.com

Trinet Internet Solutions, Inc.

• Visit Booth #19

• Mobile Giving Provider

www.trinetsolutions.com

Ron.Weber@trinetsolutions.com

Visit Booth #19

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