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Best Practises in Mobile Fundraising!Working Group on Mobile Fundraising
David Hueso September 2013
www.mmspain.com @davidhueso
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The Mobile Marketing Association
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www.mmaspain.com
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Source: State of the Nonprofit Industry Oct 2012 (Blackbaud)
The use of mobile technologies in fundraising and marketing will experience explosive growth in 2013
More than 40% of nonprofits in each country plan to enable their website for mobile browsing in the next 12 months.
State of the Nonprofit Industry 2012
Optimizing email messages for viewing on mobile devices is frequently utilized by organizations in the United States (29%),
Australia (26%), Canada (24%), and Italy (20%).
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The power of Mobile to save lives
http://www.youtube.com/watch?v=LiUClSItcy0
Using mobile web and apps are almost 2x more likely to bring in at least one donation.
Source: MOBILE MATTERS – Artez Interractive (April 2013)
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Mobile Engagement Marketing
E = M2C!
Engagement = Mobile 2 Communities
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“Engagement Marketing is the process of involving consumers in the co-creation of brand experiences”.
Alan Moore, author of “Communities Dominate Brands”, “Social Media Marketing”, “No Straight Lines”. (Qustodian Founder)
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2 big engagement moments
TIME FILLING ON THE GO
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+35%
The opportunity: +127 min/day
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Consumers download an average of 85 apps But use only 5-10 apps in a given week
Source: Flurry Analy/cs, Jan 2012 – March 2012
But the competition is fierce..
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iPhone vs. Android
iPhone app users raise just slightly more than Android app users.
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Key success factors to engage !with consumers
!Personalization Notification Reward
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Personalization
The User is King
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Personalization !Display?
Text-link!Banner! Video!Intersticial!
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Personalization !Crowdtilt: crowdfund ‘from your pocket’
Crowdtilt allows groups to pool funds for objectives in a simple, social, and frictionless way.
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Personalization!SMS & EMAIL
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Personalization !Mobile Internet
• Engagement marketing service for mobile phone users • Communicates over the mobile internet, independently of phone
manufacturer and operators
Brands Donors Channel
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Mobile Internet !To cover main marketing objectives Build brand & product Awareness Promote services & dona7ons
Build Customer insights: Surveys
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Key success factors to engage !with consumers
!Personalization Notification Reward
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Notifications
The User is King
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Notification: Premium SMS!One-Off Donations vs Regular Donations
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Notification: Premium SMS!One-Off Donations vs Regular Donations
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Notifications !QR Codes
The use of QR codes to highlight the organization’s
mission or to enable donations is one of the most frequent mobile
marketing tool
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Key success factors to engage !with consumers
!Personalization Notification Reward
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Reward!Pride, points, info… ARPU-up
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Reward!Cashback player
You can keep it or donate to our partner charities.
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Reward!Mobile affiliate network for fundraising
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“you can no longer buy attention,
you have to earn it"
David Jones, Havas CEO "
David Hueso [email protected] www.mmspain.com www.qustodian.com
