share our strength’s mobile fundraising strategy jason wilson, associate director of digital...

Share Our Strength’s Mobile Fundraising Strategy

Jason Wilson, Associate Director of Digital Communications

Share Our Strength - Washington, DC

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What’s in this presentationVisitors coming from mobile should surpass desktop traffic by mid-2014

Overview of our mobile experience and connections to fundraising

Why it’s so important to test everything

Why we have ditched text to give

How we plan our end of year campaign for success

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Mobile matters – mobile IS the Web

2010 2011 2012 2013 2014 20150%

10%20%30%40%50%60%70%80%90%

100%Mobile vs. Desktop Traffic Trends

% DesktopVisits% MobileVisits % Worldwide

Visitors coming from mobile should surpass desktop traffic by mid-2014

Worldwide data source – KCPB 2013 Internet Trends (http://www.kpcb.com/insights/2013-internet-trends)

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No Kid Hungry’s mobile user experience

Holiday Season Other Times of The Year

Different styles based on the time of year

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Donation Page TestingUsing testing, we’ve increased our conversion percentage on donation pages to nearly 25%.

A (control)conversion rate: 21.2%

B (2-column version) 10.5% conversion lift

C (cleaner, 2-column) 22.5% conversion lift

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Mobile donation page experienceWhat does this look like on mobile?

What are the best practices for us?

Make it “thumb friendly”

Larger buttons

The fewer fields, the better

Limit the amount of text

Plenty of space between fields

If your supporter is donating via mobile device, customize follow up communication

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Food Network case study

Does driving people to make donation through text-to-give do better than driving people to a mobile-friendly donation page in non-disaster scenarios?

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Food Network: Holiday 20127 times the amount of money raised from ads linking to mobile-friendly donation page vs. text to give.

How’d we do?

Text To Give: $12,490 raised from 1,249 gifts

Links Driving to Mobile-friendly page: $88,697 raised from 1,247gifts

Other benefits:

We received all donor information

About 30% of text to give donations never make it through

We don’t have to wait 3 months for the gifts to come in

What was the promotion? In simplest terms:

This…

vs. This.

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End of year fundraising

Rules we live by for end of year planning

Make it simple

Know your supporters – who is on your list? Are they donors already?

Test! Time of day, time of week, cultivation with appeal thrown in, celebrity inclusion

Reference earlier conversations with your supporters

Always include sharing options

Simple Message PlanningFind a sample editorial calendar at

http://nokidhungry.org/pdfs/editorial-calendar-sample.xlsx

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Specific plans around end of year texting

How the campaign breaks out

Number of sends: 5 in 6 weeks

What are we testing Time of the day

Day of the week

Send immediately before vs. after email

Using celebrity name in message

Suggesting a donation amount in the message

Number of groups: 3

How we plan our text messaging1. Develop a campaign strategy2. Develop email messaging3. Base timing and messaging of texts

on the email messaging

Any Questions? You can contact me at jwilson@strength.org anytime

Thanks for your time!