how to maximize your year-end donations with mobile
TRANSCRIPT
Maximize Your Year-End Donations with Mobile
John Brian McCarthy
Contents
• Intro
• How do you View Supporters?
• +Mobile Supporters
• The Ultimate Fundraising Message
• Questions?
Intro
How do you View Supporters?
How Organizations View Fundraising
Non-Profit
Email Subscribers
Online Donations
Direct Mail Subscribers
Direct Mail Donations
Mobile Subscribers
Mobile Donations
Major Donors
Major Donor
Donations
How Supporters View Fundraising
Jane Donor
The Environment
•Greenpeace
•Conservation International
•Sierra Club
Hungry Kids
•Heifer International
•Share our Strength
•ONE
Huggable Animals
•Humane Society
•ASPCA
•Animal Welfare League of Arlington
Arts
•Americans for the Arts
•Association for Public Art
Education
Religious Organizations
Political Campaigns
How Organizations Should View Fundraising
Non-Profit
Jane Donor
Mobile
Direct Mail
Major Gifts
Social Media
Non-Profit
Mobile
Direct Mail
Major Gifts
Social Media
Supporters take action
Non-Profit
Jane Donor
Mobile
Direct Mail
Major Gifts
Social
US Senate
Call
Send Letter
Social Media
Protest
Organization thanks supporter
Non-Profit
Jane Donor
Mobile
Direct Mail
Major Gifts
Social Media
Jenny Friend
Mobile
Direct Mail
Major Gifts
Social Media
Organization asks for gift
Non-Profit
Jane Donor
Mobile
Direct Mail
Major Gifts
Social Media
Non-Profit
Web
Mobile
Major Gifts
Tell-a-friend
All Mobile Marketing is Fundraising
Three steps to get on the Nice list
Find out why
Do those things
Talk about impact
What is a +Mobile Supporter?
Why should you upgrade subscribers to +Mobile Supporters?
January 2013 Subscribers January 2013 Donations
Mobile8%
Non-mobile92%
Mobile23%
Non-mobile77%
January 2014 Subscribers January 2014 Donations
Mobile9%
Non-mobile91%
Mobile21%
Why?
+Mobile Supporters
• Break through the noise
• Demographics
• User feedback
• Continuous Engagement
• Breaking routine
The Ultimate Fundraising Message
Fundraising is about your relationship with your supporter.
Mobile is a reflection of that relationship.
The best fundraising message in the world:
You care about this.
Here’s why.
Keep caring.
The best fundraising message in the world:
You care about this.
Here’s why.
Keep caring.
How do we get there?
• Build a history of each supporter
• Label your messages to make this easy
• Look at issues and tactics
• Use every contact point
• Make a plan
• Stick to your plan
• No, really, stick to your plan
Mobile gets you the donation even if you don’t receive the donation on mobile
