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The Importance of Social and Mobile in Year-End Campaigns
The document discusses the crucial role of social media and mobile platforms in enhancing year-end fundraising campaigns. It emphasizes the need for mobile-friendly donation forms, effective email mobilization strategies, and using social media to engage audiences and build awareness. Organizations are encouraged to assess their mobile engagement metrics and integrate social and mobile channels into their campaigns for better returns on investment.
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The Importance of Social and Mobile in Year-End Campaigns
- 1. THE IMPORTANCE OFSOCIAL & MOBILE IN YEAR-END CAMPAIGNS August 22, 2012
- 2. Tangled Web Appeal Direct Social EMail Website Mail Media Mobile Mobile Email Website 2
- 3. Tangled Web Appeal Direct Mobile Mobile Social EMail Website Mail Email Website Media Engage Mobile Mobile Landing Social Website Landing Website Page Media Page 3
- 4. Tangled Web Appeal Direct Mobile Mobile Social EMail Website Mail Email Website Media Engage Mobile Mobile Landing Social Website Landing Website Page Media Page Donate Online Mobile Reply Donation Donation Envelope Form Form 4
- 5. Tangled Web Appeal Direct Mobile Mobile Social EMail Website Mail Email Website Media Engage Mobile Mobile Landing Social Website Landing Website Page Media Page Donate Online Mobile Reply Donation Donation Envelope Form Form 5
- 6. Tangled Web Appeal Direct Mobile Mobile Social EMail Website Mail Email Website Media Engage Mobile Mobile Landing Social Website Landing Website Page Media Page Donate Online Mobile Reply Donation Donation Envelope Form Form 6
- 7. Holes in YourCampaign Appeal Direct EMail Website Mail Engage Landing Website Page Donate Online Reply Donation Envelope Form 7
- 8. Our Focus Today Appeal Mobile Mobile Social Email Website Media Engage Mobile Mobile Social Landing Website Media Page Donate Mobile Donation Form 8
- 9. #1 – MobileDonation Form 9
- 10. #1 – MobileDonation Form How? – depends on the system Streamlined Easy navigation Mobilized styles Thank you pages should be mobile friendly Don’t forget about social 10
- 11. #2 – EmailMobilization Source: Litmus Email Analytics July 2012 11
- 12. #2 – EmailMobilization Source: Litmus Email Analytics July 2012 12
- 13. #2 – EmailMobilization Source: Litmus Email Analytics July 2012 13
- 14. #2 – EmailMobilization Separate template, not a separate email Variable width design Small images Prioritize content Calls to action at top Double space clickable links Link to mobilized pages Don’t forget about social 14
- 15. #3 – MobileLanding Page 15
- 16. #4 – SocialMedia Reach a different audience than those in your housefile Build Awareness Keep your organization top of mind between direct mail & email contacts Platform to demonstrate value with rich media Coordinate and reinforce campaign messaging Communicate campaign status 16
- 17. #4 – SocialMedia Volunteers of America Used social media to build awareness of their Sidewalk Santa and Spirit of Giving campaigns before asking for donations. Continued to share facts about the program throughout the campaign. 17
- 18. #4 – SocialMedia 18
- 19. #4 – SocialMedia JDRF Throughout the year, JDRF uses social media to communicate how the organization is working to find a cure for diabetes. When donors receive a year-end ask, they are less likely to wonder if their donation is making an impact. 19
- 20. #4 – SocialMedia 20
- 21. #4 – SocialMedia Be The Match BeThe Match used social media to reinforce their year-end campaign message. 21
- 22. #4 – SocialMedia 22
- 23. #5 – MobileWebsite 23
- 24. Making the Case Not Mobilized Mobilized Total Email File 25,000 25,000 38% Mobile Readers 9,500 9,500 70% Delete if Not Mobilized 2,850 9,500 3% Read on Another Device 3,135 9,500 2% Response Rate 63 190 Average Gift $93.67 $93.67 Donations Through Emails $5,901 $17,797 Received on Mobile Devices 24
- 25. What to donow? Find out how many of your emails are being opened on mobile devices & run the numbers. Find out how much traffic your website is getting from mobile devices, look at specific pages, including your donation pages. Prioritize how to integrate social and mobile into your year end campaign paying close attention to ROI. 25