Accelerate Mobile Charitable Giving

Accelerating Mobile Charitable Giving

David Balcom, Director Strategic Solutions, Moovweb

Stuart Boyd, VP Products, Charity Dynamics

Presenters

•  Founded 2010 •  San Francisco, New York & London •  22+ solution & service partners

•  120+ customers, 200+ mobile experiences •  Engaging 58M+ monthly mobile visitors

•  2014 fastest growing vendor to IR500 (289% growth) •  Google recommended vendor for multi-screen optimization

About Moovweb

•  Founded 2004 •  Austin, TX and offices in Washington DC •  Strategists, designers and technologists passionate about

helping clients achieve their missions •  $350M raised on mobile & social application, Boundless

Fundraising •  4x on Inc 5000 list of fastest growing private companies 50+

Nonprofit customers and partners

About Charity Dynamics

Customers

Over $350mm raised on Boundless Fundraising for over 100+ programs

Over 7mm taps on donation buttons last quarter for nonprofit customers

Charity Dynamics:

Moovweb:

Moovweb + Charity Dynamics

7 Billion people on earth

6 Billion mobile phones

33% Americans have abandoned desktops and laptops

Everyone ON EARTH has a phone

69% of Americans donate to charities

IN THE UNITED STATES:  

Reference: HBR and Donor Drive

Why Mobile?

Reference: Network For Good, Digital Giving Index

State of Mobile

Build it …

Web traffic trending towards mobile:

•  58% desktop, 41% mobile

•  65% growth of mobile phone visits 2013 v. 2014

•  3000% growth of mobile users v. 2012

•  Note: Site made mobile friendly in 2012

58%  

42%  

Visitors,  by  device  

desktop  

mobile  

… and they will come

90% Percentage of users that switch between devices to complete a goal (i.e. browsing on one, purchasing on another).

25% Typical mobile conversion rate as percentage of the desktop conversion rate.

<1% Typical mobile conversion rate, regardless of industry.

Understanding Mobile Conversion

Reference: Moovweb

Optimize UI

Optimize Experience

Beloved, But Not UI Optimized

Experience Optimized

Top 232 US nonprofits by revenue – do they have

mobile web experiences?

Yes mobile No mobile

76% 24%

177 55

Reference: Moovweb

What’s at Stake and Where to Go

Top 232 US nonprofits by revenue – do they have

mobile web experiences?

Yes mobile No mobile

76% 24%

177 55

Of the 76% “yes,” how mobilized are they?

UI optimized Experience optimized

58% 19%

134 43

Reference: Moovweb

What’s at Stake and Where to Go

Top 232 US nonprofits by revenue – do they have

mobile web experiences?

Yes mobile No mobile

76% 24%

177 55

Of the 76% “yes,” how mobilized are they?

UI optimized Experience optimized

58% 19%

134 43

What’s at Stake and Where to Go

Nonprofits who make it hard to give online “may be missing out on billions of dollars in online gifts.”

Reference: http://philanthropy.com/article/Most-Charities-Fail-at-Online/144401/

Nonprofits who make it hard to give online “may be missing out on billions of dollars in

online gifts.”

How to Get There – ROI

Unique  visitors  per  month  to  en6re  site  inc  mobile    2,000,000                                    

            TABLET       To  desktop  rate   By  5%   By  10%   By  15%  Every  1%  

improvement  

The  percentage  of  that  number  on  phone  is:     25.00%       Increasing  tablet  conversions  to…       5.00%   3.68%   3.85%   4.03%   3.54%  

The  percentage  of  that  number  on  tablet  is:     25.00%       …  Results  in  increased  revenue  per  month  of       $427,500   $52,369   $104,738   $157,106   $10,474  

The  percentage  of  that  number  on  desktop  is:   50.00%       How  many  Days  to  achieve  ROI  on  project  cost       4   29   14   10   144  

100.00%                                  

My  average  dona6on  on  smartphone  is:   $57.00       PHONE       To  desktop  rate   By  5%   By  10%   By  15%   Every  1%  

My  average  dona6on  on  tablet  is:   $57.00       Increase  phone  conversions  to  …       5.00%   1.05%   1.10%   1.15%   1.01%  

My  average  dona6on  on  desktop  is:   $57.00       …  Results  in  increased  revenue  per  month  of       $1,316,700   $16,459   $32,918   $49,376   $3,292  

    How  many  Days  to  achieve  ROI  on  project  cost       1   105   52   35   523  

My  current  conversion  rate  on  phone  is:     1.00%                                  

My  current  conversion  rate  on  tablet  is:     3.50%                                  

My  current  conversion  rate  on  desktop  is:     5.00%                                  

Growth  of  phone  share  over  the  year   10.00%       TABLET  PROJECT  COST  IN  YEAR  ONE   $49,600                      

Growth  of  tablet  share  over  the  year   15.00%       Implementa6on   $25,000                      

Growth  of  OVERALL  traffic  over  the  year   5.00%       Maintenance  and  support     $1,500                      

                $550                      

    derived       SMARTPHONE  PROJECT  COST  IN  YEAR  ONE   $56,600                      

Number  of  dona6ons  on  smartphone    5,000     Implementa6on   $32,000                      

Number  of  dona6ons  on  tablet    17,500         Maintenance  and  support     $1,500                      

Number  of  dona6ons  on  desktop    50,000         $550                      

What does this mean for your digital strategy?

Average donation from email:

$57 One-time $20 Monthly

Reference: Non Profit Tech For Good

Email Marketing

50% of email was consumed on mobile

Reference: Non Profit Tech For Good

Email Marketing

You Can’t Pick the Device

Social Is Mobile

 Inspire  using  social:  55%  of  those  who  engage  via  social  media  are  inspired  to  take  further  acDon    

Donate money.

59% Volunteer.

53%

Donate clothing, food, or other.

52%

Attend/help a charitable event.

43%

Purchase to help the cause.

40%

Contact political representative.

25%

Organize an event.

15% Some other way.

2%

Reference: Non Profit Tech For Good

Giving Is Social

Facebook referred 29.4% of traffic to donation pages on #GivingTuesday

Tweets sent 700% more visitors to donation pages than on an average day  

Reference: Non Profit Marketing Guide

Giving Is Social

How does this apply to your end of year giving?

Year End Giving

Reference: Network For Good

from Marketing Professors, Jan 2014

Holiday Spikes

Agree on objectives, success.

Gather data. Use the data.

Test (messaging, creative, placement). Make it urgent, make it tangible.

Segment creative, messaging.

✔  

Deliver a continuous experience (but don’t assume continuity).

Multi/omni/mega!-channel integration (email, search, ads, social, mobile).

Your Checklist

There is a place for SMS (but it might not be text donations).

Know your audience, know your timezones.

Go mobile!

Make it easy.

Mobilize all emails and landing pages.

Ask for mobile numbers (why not?)

Consider those fields you can’t live without.

✔  

Know audience, know your timezones.

Allocate mobile ad spend.

Your Mobile Checklist

There is a place for SMS (but it might not be text donations).

David Balcom [email protected]

Stuart Boyd

[email protected]

Questions?