Download as PDF, PPTX
More Related Content
Similar to Six Essential Mobile Tactics for Your Year-End Fundraising Strategy | Mobile Commons Webinar | November 5th, 2015
Six Essential Mobile Tactics for Your Year-End Fundraising Strategy | Mobile Commons Webinar | November 5th, 2015
- 1. Six Essential Mobile Tacticsfor Your Year- End Fundraising Strategy November 5th 2015 Meredith Begin Mobile Strategist Mobile Commons [email protected] Sarah Alexander Deputy Organizing Officer Food & Water Watch [email protected] Sandi Fox Digital Strategy Manager PPFA, PP Action Fund [email protected]
- 2. 2 Why use mobilefor year-end fundraising? How to incorporate mobile into your overall strategy 6 Mobile tactics (plus a few more) Lessons learned from real life examples © Copyright 2015, Mobile Commons by Upland. Objectives
- 3. Why should Itext my subscribers? 3 1. Multi-channel It takes seeing or hearing something 3 times before it sticks 2. Cut through the noise Overloaded with emails and social media advertisements 3. Meet people where they’re at As of January 2014, 90% of Americans had cell phones and 81% of them text © Copyright 2015, Mobile Commons by Upland.
- 4. How does mobilefit into overall strategy? 4 © Copyright 2015, Mobile Commons by Upland.
- 5. Failure to Planis Planning to Fail 5 Calendar • Thanksgiving • Giving Tuesday • New Years Eve © Copyright 2015, Mobile Commons by Upland. Content • Messaging • Graphics • Audio Recording • Short Links
- 6. Mobile Year EndFundraising 2014 Case Study and Lessons Learned Mobile Commons Webinar November 5, 2015
- 7. Planned Parenthood ActionFund is the nonpartisan advocacy and political arm of Planned Parenthood Federation of America. The Action Fund engages in educational and electoral activity, including legislative advocacy, voter education, and grassroots organizing to promote the Planned Parenthood mission. Planned Parenthood Federation of America, Inc. (PPFA) is the leading advocate for reproductive health care in the United States today. It provides support for the health, education, and advocacy missions of its 61 affiliates nationwide, which operate approximately 700 health centers in almost every state. Each year, Planned Parenthood affiliate health centers provide health care including routine gynecological exams, breast and cervical cancer screenings, contraceptive services, abortion care, sexually transmitted infection testing and treatment, and HIV testing and education to three million women, men, and adolescents. ONE IN FIVE American women visits a Planned Parenthood health center sometime during her lifetime. Have you heard about us lately? 7
- 8. • It’s afairly young program. • Third time is the charm. • 85k Mobile Network Subscribers on our PPFA & PP Action Lists. • Our lists have grown by 20-30% in the last year. • We typically send an average of 2-3 messages per month. The PP Mobile Program 8
- 9. • Make surea fundraising message isn’t the first one the supporter receives from your organization. • Remind supporters about the good work your organization does on a day-to-day basis, and what forces you are up against. Tactic: EOY Cultivation Message 9 PP Action: We had a lot of wins in 2014 - and a lot of "Really?!" moments too. Vote for your faves: http://lil.ms/l5x Stop2Quit Msg&DataRatesMayApply
- 10. Tactic: Mobile Friendly DonationForms 10 • 90% of American Adults on a mobile phone (Pew, 2014) • 44% of Gen Y, 31% of Gen X, 13% of Boomers would consider making a donation through their tablet or smartphone on a charity website. (npEngage, 2013) • Make giving easy! • If they don’t give on their phone it’s a nudge to give on their computer when they get home.
- 11. mConnect’s are notjust for click-to- call actions. They are good for multiple purposes. Tactic: Special “Happy Holidays” Message 11 Happy Holidays from PPFA! As the year comes to a close, Cecile Richards has a special message for you. Reply "CALL" and your phone will ring now with the msg. CALL
- 12. • 3% ResponseRate • 2,021 heard Cecile’s Message • 1% click-through rate to donate page 12 As Cecile said, we are truly thankful for your support of women's health. Any gift you give today to PPAction will be doubled: http://lil.ms/lh9 RESULTS: “Happy Holidays” Message Secondary matching gift donation ask.
- 13. • Multi-channel reminders! • Provide urgency via a deadline. • Consider using MMS to relay your ask. 13 Happy New Year! Help Planned Parenthood ring in 2015 with a bang: your tax-deductible gift will go 3x as far until midnight! http://lil.ms/lgo Stop2Quit Tactic: “Last Chance” to Give Message
- 14.
- 15. • Data onMobile Donors: Data sync to your low dollar donor database is essential for measurable metrics. • Make it personal: Use a person’s name “Sandi @ PP Action” vs. “PP Action” • Engagement. Engagement. Engagement. • Utilize MMS and Storytelling more in your mobile strategy. Lessons Learned & Ideas for 2015 15
- 16. 16 Food & WaterWatch Year End Mobile Program Sarah Alexander Deputy Organizing Director Food & Water Watch
- 17. Food & WaterWatch champions healthy food and clean water for all. We stand up to corporations that put profits before people, and advocate for a democracy that improves people’s lives and protects our environment. Our Mission 17
- 18.
- 19. Food & WaterWatch Mobile Program 19 • Program is 3 years old • 18,000+ subscribers • Most have come through keyword opt-ins from the field • We primarily engage our supporters around advocacy • We have shared responsibility for managing the program across staff
- 20. Food & WaterWatch Mobile Program 20
- 21. 21 Food & WaterWatch Mobile Program
- 22. 22 Food & WaterWatch Mobile Program
- 23. Year End MobileCampaign 23 • Match up with emails • Reinforce messaging from other channels • Break through noise to make our messages stand out
- 24. 24 Tactic: Use animage in your text message
- 25. 25 Tactic: Match messagingto your email
- 26. Which test won? 26 Tactic:Sign your name
- 27. 27 Tactic: Share yourvictories and send people to read more
- 28.
- 29. Bonus: Thank them for dona2ng! 29 Tactic: Personalize byputting their first name in the text
- 30. 30 Lessons Learned • Sendpeople directly to a mobile optimized donate page
- 31. 9 donors 9 donors 3donors 1 donor 8 donors 4 donors $0.00 $100.00 $200.00 $300.00 $400.00 $500.00 $600.00 Public Lands Bill Intro Matching Gift + NY Victory Match Extended (TestA) Match Extended (TestB) Last Chance (TestA) Last Chance (TextB) 10-Dec 17-Dec 26-Dec 26-Dec 31-Dec 31-Dec 31 2014 Year-End Results
- 32. 32 Tips: What We’reTrying This Year 1. Match up with Giving Tuesday 2. Send out state level emails that match up with mobile campaigns 3. Send special texts to previous donors to break through the email noise
- 33.
- 34. Summary: Six Tactics 34 1. Re-engage your list before asking for money 2. Make it personal 3. Localize/reinforce ongoing campaigns 4. Mobile/text friendly (web forms, text- to-pledge) 5. Use special features: mConnect, MMS, shortened URLs 6. Last day reminder © Copyright 2015, Mobile Commons by Upland.
- 35. How Did itGo? 35 • Report back to stakeholders • Anticipate your reporting needs • Track your URLs and other tests What Next? • Prepare for next year: Send a thank you! • Engage with your subscribers all year! © Copyright 2015, Mobile Commons by Upland.
- 36. We’re Here toHelp! 36 Finally, don’t be afraid to loop in your Mobile Strategist! Talk to us about your year-end fundraising campaign! We can help you think through different tactics for incorporating text messaging into your strategy. For help in the platform, email [email protected] © Copyright 2015, Mobile Commons by Upland.
- 37. Thank you forlistening! Questions? Meredith Begin Mobile Strategist Mobile Commons [email protected] Sarah Alexander Deputy Organizing Officer Food & Water Watch [email protected] Sandi Fox Digital Strategy Manager PPFA, PP Action Fund [email protected]