90% of the Target Sector Has Smartphones

How Come 90% of Organizations Don’t Have a Strategic Mobile Plan Yet?

(Part Two in the Series)

• This is the second in what will be at least a nine-part content series

• On a weekly basis we’ll be touching upon subjects such as– Direct mail and the 99% non-open rate (there’s hope!)– “Digital Ambassadors”- tricks with technology you should use– And we’ll also describe board member, event and social media

opportunities all organizations should consider

• And now, let’s find out why mobile should be taking on increased emphasis in your future communications plans

• Here’s a theory that closely follows research from Nielsen-

• Of all the eligible givers in the U. S. aged 70 or younger, ~ 80% or them own Smartphones

• Here’s a fact-

• 87% of Millennials said they made a donation in 2014

• The majority of this group gave gifts larger than $100

- The Chronicle of Philanthropy

• And a hypothesis- – Online giving is going to continue to grow

• And one last fact-– Greater than 50% of all online activity now takes

place via mobile devices - Google

• Mobile is unique; across the entire media spectrum, it is the only platform that consistently achieves an open rate in excess of 90%

• Most other media platforms* deliver open rates of 10% or less; many of them hover at 1% or less

* (direct mail, email, social, online media)

• Mobile has become ubiquitous

• It should be a strategic part of every organization’s fundraising plan

• There are about 15 different ways you can use mobile for acquisition, donor achievement and retention

• Some of the most common uses include-

– Peer to peer fundraising– Push messaging which enjoys ~ 99% open rates– Advocacy campaigns, where existing donors and event

participants can radically magnify your outreach

– And of course, donor pages that actually work on mobile devices the way they’re supposed to

• The most important piece of new data you should be acquiring is your donor, prospect and advocate’s mobile numbers

• The four most successful methods of mobile # acquisition are-1. On event registration pages2. Via “Digital Ambassador” campaigns3. “Humanized content”; deployments that result in follower

sign-up4. Cross media applications with compelling calls to action

• As suggested in the previous deck regarding ALS Ice Bucket “replication”-

• You’ll need a humanized content plan, as digital media needs to be treated differently compared to direct mail and email tactics of the past

• Just as with social media apply the 4/5 rule where 80% of your mobile content is about them, vs. 20% or less being about you

• Use digital media content the way it works best- “humanize this content”

• If you “go for the ask” too early, or too often, you’ll blow them right out of the water

Stay Tuned For More Quick Points From NEPS Digital

Product Based Services• Mobile- The Perfect Storm for

Fundraising– Acquisition, Nurturing, Donor

Conversion– 99% Open Rates– Advocacy

• Social Media- The “Digital Natives” Guide to Fundraising

• Direct Mail- Digital Tactics to Avoid The Garbage Pail

• Board Member Rejuvenation• 10X Crowdfunding with Digital

Ambassador Programs• The Digital Method for Events

Multiplication • Marketing Automation Workflow

– “If-Then” automation for specific industry verticals

Strategy Based Services• Digital Media Temp- Chief

Development Officer Fractional Ownership Services

• Digital Immigrants Guide to Fundraising in a Digital Media Age– What digital natives instinctively

know

• Mobile Media, Social Media- Acquisitions & Conversion Plans

• Best in Class Private Sector Practices-– Inbound Marketing – Content Marketing Plans

For more information contact: Craig Carew – NEPS Digital ccarew@nepsmail.com