six essential mobile tactics for your year-end fundraising strategy | mobile commons webinar |...

Six Essential Mobile Tactics for Your Year-End Fundraising StrategyNovember 5th 2015

Meredith BeginMobile StrategistMobile [email protected]

Sarah AlexanderDeputy Organizing OfficerFood & Water [email protected]

Sandi FoxDigital Strategy ManagerPPFA, PP Action [email protected]

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Why use mobile for 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

Why should I text 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


How does mobile fit into overall strategy?4


Failure to Plan is Planning to Fail5

Calendar•  Thanksgiving

•  Giving Tuesday

•  New Years Eve


Content•  Messaging

•  Graphics

•  Audio Recording•  Short Links

Mobile Year End Fundraising2014 Case Study and Lessons Learned

Mobile Commons WebinarNovember 5, 2015

Planned Parenthood Action Fund 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

•  It’s a fairly 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 Program8

•  Make sure a 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 Message9

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

Tactic: Mobile Friendly Donation Forms

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•  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.

mConnect’s are not just for click-to-call actions. They are good for multiple purposes.

Tactic: Special “Happy Holidays” Message11

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

•  3% Response Rate•  2,021 heard Cecile’s Message•  1% click-through rate to donate page

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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.

•  Multi-channel reminders!•  Provide urgency via a deadline.•  Consider using MMS to relay your ask.

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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

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Storytelling via Mobile MMS

•  Data on Mobile 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

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Food & Water WatchYear End Mobile Program

Sarah AlexanderDeputy Organizing DirectorFood & Water Watch

Food & Water Watch 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 Mission17

Food & Water Watch Mobile Program19

•  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

Food & Water Watch Mobile Program20

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Food & Water Watch Mobile Program

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Food & Water Watch Mobile Program

Year End Mobile Campaign23

•  Match up with emails•  Reinforce messaging from other channels•  Break through noise to make our messages stand out

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Tactic: Use an image in your text message

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Tactic: Match messaging to your email

Which test won?

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Tactic: Sign your name

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Tactic: Share your victories and send people to read more

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Ban Fracking Landing Page

Bonus:Thankthemfordona2ng!

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Tactic: Personalize by putting their first name in the text

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Lessons Learned

•  Send people directly to a mobile optimized donate page

9 donors

9 donors

3 donors 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

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2014 Year-End Results

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Tips: What We’re Trying 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

MobileCommons,Inc.|www.mobilecommons.com|[email protected] 33

Summary

Summary: Six Tactics34

1.  Re-engage your list before asking for money

2.  Make it personal

3.  Localize/reinforce ongoing campaigns4.  Mobile/text friendly (web forms, text-

to-pledge)

5.  Use special features: mConnect, MMS, shortened URLs

6.  Last day reminder


How Did it Go?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!


We’re Here to Help!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]


Thank you for listening!Questions?

Meredith BeginMobile StrategistMobile [email protected]

Sarah AlexanderDeputy Organizing OfficerFood & Water [email protected]

Sandi FoxDigital Strategy ManagerPPFA, PP Action [email protected]