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Posts Tagged ‘mobile marketing’

Accentuate the Positive, Eliminate the Negative

Wednesday, December 5th, 2012

As you assess which portions of your campaign have been more successful than the others, no doubt you are considering which parts to eliminate or start anew.  It can be tempting to see what the trends are and mimic them.

It’s more important, though, to discern which parts of your campaigns your constituents are most responsive to, and keep those going strong, while adding and/or improving on others.

For example, you may be considering adding Pinterest this coming year, which might be a good fit with your demographic, but first consider carefully if you’re responding to media hype or what your constituents really prefer.  A recent study shows that people would prefer more videos than many other social media channels.

Social Media Sites Used

If you do add videos, make certain they are valuable ones that get searched and viewed . . . otherwise, you’ve spent a great deal of time in production for nothing.

Another social media change you might consider is adding GooglePlus, due to Facebook’s altered analytics and essential demand that you purchase ads, if you want your content to be viewed.  This doesn’t show signs of going away in 2013, since “stock prices” of FB keep making the news.  (Nearly all nonprofits – large and small – have seen a vast drop in their Facebook viewership, likes and shares this year.)

Direct mail is still a crucial part of your overall campaign, but it’s imperative to treat it as a multichannel appeal, which has a better overall response rate:

•     Do you include a direct hyperlink in mailings?
•     Do you include your social media channel logos prominently?

When sending email appeals, do you test your emails on various screens before sending – particularly mobile?  What about the links within the email . . . particularly your online giving form(s)?  How many clicks, scrolling and/or pop-ups is the mobile user subjected to?

It is going to be necessary to enhance and upgrade your mobile features, accessibilities for the coming year – and beyond.  There’s no doubt.  More and more users are accessing the web via mobile.  This figure is only going to increase.

You’ve got five seconds, BTW.  Has it loaded yet?  Oops.  I’ve moved on.  Try again, please.  (Think of the donors you might have gotten if you’d have tested this first.)

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Keep the base of the pyramid strong

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How Will Sandy Alter Your Year-End Campaign?

Wednesday, November 7th, 2012

So much has been donated during election season, that many fundraisers have been looking forward to the end of the election, so that donors can refocus on other priorities.  Namely, theirs.  Then, along came Hurricane Sandy.

If your nonprofit’s mission isn’t related to relief effort, then the spotlight has automatically been taken off of you for the holiday season.  The devastation that has hit so many – and domestically – is vast, and being publicized by even the private sector in multiple ways as a need for people to donate . . . to specific causes.

This probably isn’t the time to spend a great deal of effort on acquisitions, then, but to focus on your most tried and true segments, as well as your lapsed donors, reminding them of your mission and your successes – and why they supported you in the first place.  Tell them how their gifts have been helping, and what you plan to do to accomplish even more in the near future.  And, of course, how very grateful you are to have their support.

Another important aspect is how you’re asking for that support.  How easy/difficult is it for someone to donate to your cause?  Regardless of the appeal – mail, phone or email – have you included a (direct) hyperlink for your donor to use?  Do you have a way for them to text, if they prefer?

More is learned during each disaster giving cycle, and a couple of findings keep surfacing:  donors want convenience and respond to it, both via online and mobile.

Another way to help keep your donors loyal to your cause and mission is to have a recurring giving program.  Do you offer a monthly giving option on your online giving form, by mail and with your phonathon?  This is one of the best ways to keep your supporters thinking about you all year long.

Of course, these are all good practices, anyway – particularly having a healthy dose of online giving in your campaign, since many campaigns have barely kept up, while online giving has been steadily increasing.  Many reports show this, including the Blackbaud Indices of overall giving and online giving.

It’s all the more crucial, though, to implement these best practices now, as we head into the most crucial time of year – when donors will be spending the most . . . and probably not refocusing their attention where you thought they would, after the election.

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Keep the base of the pyramid strong

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This is a Test, This is Only a Test

Wednesday, October 24th, 2012

Network For Good has dubbed today the first Be Your Donor Day.  It’s a fabulous idea, designed to get nonprofits to test their online giving forms to see how easy – or cumbersome – their process is.  Why stop there, though?

What other aspects of donor interaction could be improved, if only we could get a look at it through our donor’s eyes?

Vanna* is a development officer who wanted to test this theory, so she made an online donation to her organization . . . using her husband’s credit card, during last year’s holiday season.  She wanted to test the data processing department’s speed and accuracy in entering and acknowledging the gift when things were very busy.

“My husband’s last name is different than mine,” Vanna explained, “And, although I entered myself as the joint donor, I thought that this gift might be lost in the shuffle along with many, many others.”

More time went by than Vanna thought should have, and “her husband” still hadn’t received an acknowledgment, so she decided to check in the database, wondering if it had even been entered.  She was surprised to still find nothing under her husband’s name.

“Then, I thought: ‘Perhaps someone did notice my name and gave me some sort of special treatment after all?’” Vanna recounted.  “I checked under my name, and not only was the gift there, but had been for days!  The problem was that it was credited not to my husband, but some other man entirely . . . living in a different state!  Talk about your data entry mistakes!”

It turned out that Vanna’s “false husband” had an ID number close to that of her real husband, and the transaction opened up dialogue for better verification procedures in the processing department, particularly during peak times.

Wyatt* did something similar, but instead of using a spouse’s or child’s name, opted to submit his dead grandfather’s name for mail, email and phonathon lists.  The name was entirely different, and he maintained a separate email account, where he could receive messages for “him.”  It was his way of not only monitoring what his nonprofit was doing, but other nonprofits as well, since he subscribed “grandpa” to multiple lists.

Wyatt was pleasantly surprised when his new mailing went out to discover that his new mail vendor had done a diligent job of running his list through the NCOA database prior to sending it out.  It was obviously a cut above what his previous vendors had done, because “grandpa’s” mail had been returned, marked as nobody living at that address with that name!

“I can’t tell you how many, many pieces ‘grandpa’ has gotten at my address, from dozens of nonprofits!” Wyatt said.  He plans on staying with this new mail vendor.

Checking your website for mobile-friendliness is advisable, too.  Have you tried to make an online donation using your handheld?  Does that ramp up the level of difficulty?  What about other transactions on your site?  How much interaction do you ask of your constituents online?  Registering for events?  Purchasing items?  Signing petitions?

Whenever you are telling constituents to “Go to our website and [take this action]!” try to take that action with your mobile – and encourage the person responsible for that department to do it as well.

The more departments that engage in this activity, the more buy-in you’ll have as an organization to convert your website to a mobile-friendly one!

What other donor/constituent engagement areas can you think of to test that staff rarely uses?

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Keep the base of the pyramid strong

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The Light at the End of the Tunnel

Wednesday, December 21st, 2011

For many nonprofits, this year-end is faring much better than the despair of last December, when there was far less a chance of exceeding the previous year and more thoughts of, “I hope we can match what we earned before!”

Of course, this isn’t the case for every organization, but early indications are quite favorable for the majority of nonprofits polled recently.

Having struggled through these past few years of the recession has forced charities to become leaner and strategize in new and more creative ways.  Many have also taken a long hard look at available research, to see what indicators will help them better serve their constituents.  Even better is taking time to review your own organization’s data, since it may vary from institutional trends on occasion.

One undeniable successful strategy is to combine appeals and have a multichannel approach.  Most nonprofits now realize that putting donors into “silos” is an inaccurate – and lower earning – method of fundraising.  It’s certainly challenging to manage multiple points of reaching out to donors, particularly when they continue to expand, but the organizations that do it best see the most promising results.

Of course, in addition to adding social media channels (and deciding how many to have!), nonprofits now need to decide when (not if!) to add mobile to their campaigns.

The term mobile itself brings an onslaught, too, since this encompasses a variety of possibilities, from converting the organization’s website to be mobile-friendly, to providing text messaging, apps, donations by mobile (and there are choices just within this), and more!

Again – integration is the key.  Social media is best integrated into what you’re already doing in your campaign, such as an event.  Parts of your mobile appeal(s) can be added to portions of your existing campaign as well, making it an enhancement to something already familiar.

Above all else, though, is the donor.  Cultivation and showing appreciation are key.  However, many nonprofits are unaware that they may not be displaying enough of their attention in the right direction.  New research has shown that in 90% of high net households, women are either the sole decision maker or equally involved in philanthropic decisions.

Women donors want to be more directly involved in their charitable giving and need to see and know that their contributions are making a meaningful impact.  This is important information to know when crafting appeals, annual reports, etc. for donors.  It tells us to write more about personal accounts and the significance a gift has had on the life of a recipient, rather than something resembling a balance sheet.

The more we learn about how to better serve our constituents, meeting them where they are – psychologically and technologically – the more successful we’ll become at acquiring and retaining our donors, not to mention increasing their commitment to the organization over time.

With the early results looking so promising, it seems that many organizations are becoming quite skilled at moving to “where the donors are,” rather than the previous model of telling them to “come over here.”

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Keep the base of the pyramid strong

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Make Donating To Your Cause Easy And Meaningful

Monday, December 20th, 2010

People have less time and more options to donate now than ever before, so if you are to engage someone to give to your cause, you’d better be compelling with your message and convenient with your means of donating – or they’ll simply go elsewhere.

This includes offering an array of ways of giving, since constituents have various preferences. Direct mail still drives many annual giving budgets, but online giving is increasing all the time, and mobile giving should not be ignored – it will most certainly be the new frontier.

When sending a direct mail appeal, make certain that you not only emphasize what your gift(s) of $___ will do/accomplish when making suggested asks, but prominently show how the gift can be made online with a direct hyperlink featured not only in the letter, but also on the reply card and the return envelope.

Studies have shown that many mail recipients will research a non profit organization online prior to making a gift (whether by mail or web), so why not provide a means for them to respond online directly? Statistically, online gifts average higher than mail gifts, and these funds are received more immediately.

Take care that your direct hyperlink goes immediately to an online giving form, however, and isn’t in a cumbersome trail of endless clicks. Your online eform should be to the point as well.

Once the donor arrives online, the first two questions on the eform should be regarding donation amount and credit card number. If the donor has committed to these two pieces of information, s/he is much less likely to abandon the form and to fill out the rest of the questions.

Again – tying donation amounts to what they will do/accomplish toward your organization’s mission will boost your overall average gift. It’s imperative that the donor feels their funds are helping to achieve something for the greater good.

With mobile giving increasing all the time, it’s all the more important that non profits engage constituents this way as well, whether it is simply via text messaging, or for outright giving. There are many more options than simply giving $5 or $10 gifts now, including larger gifts starting at $100, which provide the non profit with donor contact information, for further cultivation later on.

Making the process easy includes not imposing on the charities as well, however.

Many donors will conduct research on the non profits they are considering giving to, including how overhead costs are managed, and how much of their gift actually goes to benefit the organization, rather than to administrative expenses, and so forth. It turns out that donating on an iPhone is not only a cumbersome process, but sends 30% of the gift to Apple in the form of “fees.” Not terribly philanthropic by any standard.

There is a movement afoot in the form of a petition, urging Apple to change this policy, but in the meantime, many in the non profit world are calling for a boycott of the iPhone and investing their energy toward apps, etc. elsewhere, such as the Droid.

What is certain is that the industry will grow and change rapidly in the area of mobile giving and text messaging, so the prudent fund raiser will keep a watchful eye on what happens in this segment, and respond accordingly, to meet the needs of their constituents – and organization.

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Keep the base of the pyramid strong

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