how to optimize nonprofit fundraising with text messaging | mobile commons webinar | 11.25.2014
TRANSCRIPT
Mobile Commons, Inc. | www.mobilecommons.com | [email protected]
Text messaging for non-profit fundraising
Michael Sabat [email protected]
Mobile Commons, Inc. | www.mobilecommons.com | [email protected] 2
§ Text messaging for communica<ons and text messaging for dona<ons
§ Benefits of tex<ng as a channel § Approach to text messaging for donors § Case studies
What You Will Learn Today
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Organiza<ons using text messaging
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The Solution § Web applica<on for managing mobile communica<on: § Text Messaging § Phone Calls § Mobile Web § Mobile Transac<ons § MMS – Pics and videos
About Mobile Commons
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99% of text messages are read.
The average text is read in 90 seconds.
Text messaging is the #1 applica<on on phones.
*Sources: Conversa<onal Adver<sing 2010, SinglePoint; Cell Phone Ac<vi<es 2012, Pew Research ; How Americans Use Text Messaging 2011, Pew Research; CTIA
Key Statistics
Why Text Messaging
Mobile Use Text messaging is the most effec<ve method for reaching everyone – especially underserved popula<ons, young people, and minori<es.
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Ask for email and expect an 80% conversion rate
Automated Conversa<ons
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§ More Supporters § More Ac<on § Engagement § Phone Calls § Dona<ons
More Dona<ons
More Volunteers
More On-‐the-‐ground Ac<on
More Advocacy Phone calls
NPO + SMS = Fundraising Success
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§ Print § Radio § TV § Live Events § Press § Social Media
3 – 10x Increase in Response Rate
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SMS Amplifies Your Results
Email Social Media Print Digital TV Events
Adding text messaging amplifies your results from all your other
media channels
More dona<ons
More likes
More conversions
More clicks
More views
More engagement
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Q: When should you use text to give? A: We recommend text to give in emergencies or natural disasters when you have a celebrity endorser or the agen<on of the whole na<on. Why is text to give not good for engagement? 1. Text to give limits the amount that your
users can donate at one <me, thereby undercuhng your fundraising efforts.
2. Text to give is a one-‐<me interac<on between your nonprofit and the donor.
3. Not everyone can donate with his or her cell phone, and donors some<mes choose to cancel their dona<ons.
4. Text to give dona<ons take <me to process.
Text to Give
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Case Study: Shedd Aquarium
§ The Shedd Aquarium used an SMS call-‐to-‐ac<on in 25% of their TV ads to drive contest entries. § Three sta<ons asked viewers to
go to a website to enter the contest.
§ The fourth sta<on asked viewers to text the word FOX to 69866.
§ The TV ad with an SMS call-‐to-‐ac<on generated 325% more contest entries than any other call-‐to-‐ac-on.
§ SMS entries made up 52% of the total contest entries, despite only running in 25% of the ads.
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Mobile is part of a mul<-‐channel strategy. 1. True opt-‐in. 2. +Mobile supporters
perform much beger, than email-‐only supporters.
+ Mobile
SMS engagement = moving donors up the ladder of engagement
Observer and member
Donor and evangelist
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§ A +mobile supporter is 250% more likely to donate, compared to supporters who are email-‐only subscribers.
§ The value of +mobile supporter was 309% higher than an email-‐only subscriber.
Case Study: Human Rights Campaign
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§ The easiest way to <e in text messaging to your fundraising campaign is to send out a simple reminder to donate.
§ Cut through the cluger, grab their agen<on and focus it.
Send an SMS Reminder
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Case Study: The Humane Society
§ Supporters that receive a text reminder are 77% more likely to donate – through the email ask.
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§ Make it easier by asking your donors to respond with a pledge to donate a specific amount that they can finalize later.
§ You can then remind them of their pledge when they decide to make the dona<on online, over the phone, or in person.
Ask for a pledge over text
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§ JFNA chose to use “Text to Pledge” over “Text to Donate” because “Text to Donate” dona<ons are limited to $10
§ Highest pledge being $1000 and the lowest $1
§ The average dona<on was $96 § JFNA saw a 46% pledge-‐to-‐
dona<on conversion rate
Case Study: The Jewish Federa<on
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Coming Next: Mobile Web Forms
§ The key to gehng supporters to give is minimizing the number of steps they need to take in order to make a dona<on.
§ By adding a link to a mobile web form that autofills their basic informa<on, such as name, email, and address, supporters simply have to fill out their credit card informa<on to make a contribu<on.
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§ High engagement – response rates ranged from 11% to 138%
§ 25% more likely to run
§ SMS Subscribers raised 50% more money
List Growth, Engagement & Fundraising
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Text NPO to 662266
to see how this works.
Michael Sabat [email protected]