The Path To Mobile Engagement

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The Path to Mobile Engagement

Wendy Marinaccio

Senior Account ExecutiveDonordigital

@wendymarinaccio@donordigital

The Foundation Center SFApril 18, 2013

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About Donordigital

• 14 years of focus on online fundraising and engagement

• Comprehensive range of services: fundraising and advocacy, search marketing, advertising, landing page testing, micro-site and web development, mobile optimization, social media integration

• Understanding of integration of all direct response channels

• Analytic capabilities to provide multi-channel reporting and analysis

• Integrated fundraising service with our sister direct mail company, Mal Warwick Associates

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Donordigital builds successful online fundraising and advocacy programs

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Agenda• Why We Should Care

• Mobile Optimizationo Landing pages/donation formso Email messageso Websites

• Text-to-Give

• Apps

• Questions & Resources

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Mobile vs Desktop Usage in North America

- StatCounter Global Stats, March 2013

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Conversion on Mobile

- The New Multiscreen World, August 2012, Google

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The Mobile Experience Matters

And 69% of consumers admit to using smartphones to filter their emails. - Consumer Views on Email Marketing, 2012

BlueHornet

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So…what does all of this data mean?

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First, Take A Breath

20% of site traffic on mobile devices

36% of email opens on mobile devices

Don’t drop everything for an immediate shift to mobile. Prioritize ROI.

80% of site traffic NOT on mobile devices

64% of email opens NOT on mobile devices

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Google Analytics Data

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What IS Mobile Optimization?

• Horizontal scrolling eliminated

• Text is large enough to read without zooming

• Buttons and link are large and tap-friendly

• Page loading happens quickly

• Navigation is simple; content is easy to find

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Mobile Optimization

Prioritize, Implement, Test, Iterate

1.Conversion pages (landing pages)• Donation forms• Email signup• Action taking pages

2.Email3.The rest of your website

• Mobile site• Responsive design

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Mobile Optimization: E-Mail

With Caveats

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Email Preheader

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Check Your Site

http://www.howtogomo.com/en/d/test-your-site/

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Mobile Optimization: Website

Two choices:

1.Mobile WebsiteBuild a second website specifically adapted to mobile devices and redirect mobile browsers to it from the desktop site.

2.Responsive DesignBuild one website that adapts its layout to the width of the browser window.

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Mobile Optimization: Website

Mobile Website:

•Experience is fully tailored•Faster load time•Must mange cross-linking and redirecting•Maintain two websites

Responsive Design:

•Easier to maintain• Code• Content

•User experience compromises for both desktop & mobile users

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Text To Give

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Text To Give

Best practicesMay be better primarily as a tool to engage

your list rather than to raise fundsMulti-channel promotionEffort is part of a larger campaignEvent fundraising

CaveatsGathering donor informationHigher cost to raise $1

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Text To Give

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Text To Give

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Text To Give

SMS Stats99% open rate83% of messages read within 15 min

VendorsMobile CommonsmGiveGive By Cell

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Apps

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Apps

When an app kinda makes sense• Your audience is asking for mobile access to

specific functionality or content• You can offer value by tying into functionality that

is only available on mobile devices (GPS, camera, etc.)

• Your content/functionality is particularly well-suited to mobile (location-based, social, killing time)

• You have lots of money and access to expertise in developing for iOS and Android

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Apps

When an app really makes sense• Device-based storage or caching is essential for

privacy or performance reasons• Your users will use the app when not online• The user experience is the most important thing

When an app really really makes sense• Peer-to-peer fundraising (Walk/Run/ other personal fundraising opportunity)

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Apps: Personal Fundraising

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Apps: CalParks

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Take-aways

1. Mobile is growing in importance, but is still overshadowed by other fundraising platforms.

1. Supporters have ready access to mobile and will be turned off from any campaign if they have a negative experience.

2. “Going mobile” can mean many, many things. While everyone should adopt some mobile best practices, there is no magic bullet answer across all nonprofits.

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Mobile Resources

• Donordigital Blog/Social Media & Mobilehttp://donordigital.com/category/social-media-and-mobile/

• Artez InteractiveMobile Matters: The Impact of Mobile Technology on Peer-Driven Fundraising Campaigns

• From Network for Good and PayPalWhy Mobile Matters: A Guide To The Mobile Web

• Pew Research Center’s Internet & American Life ProjectReal Time Charitable Giving and others

• Mobile Marketer – daily e-newsletterhttp://www.mobilemarketer.com/

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Resources

• Donordigital blog: www.donordigital.com/blog

• Donordigital Twitter feed: @donordigital

• Nonprofit Technology Network: www.NTEN.org

• Association of Fundraising Professionals Golden Gate Chapter: www.afp-ggc.org

• Showcase of Fundraising Innovation and Inspiration SOFII: www.sofii.org

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Have a question?

Wendy MarinaccioSenior Account [email protected]

Mwosi SwensonVP for Client Services

[email protected]

We’ll find your answer.