Beekeeper Group - How Nonprofits Use Mobile Applications to Recruit - NetSquared DC January 28, 2014
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This document discusses how non-profits can use mobile apps for ongoing engagement and fundraising. It provides a sample case study of a disaster relief non-profit using app data and push notifications to target users for donations during a typhoon. The non-profit would use specialized email segmentation, push notifications, SMS donations, display ads, and integrated petitions to further segment app users and determine the highest value targets for fundraising.
Beekeeper Group - How Nonprofits Use Mobile Applications to Recruit - NetSquared DC January 28, 2014
- 1. JUSTIN KUTNER | @JMKUT | JUSTINK@BEEKEEPERGROUP ACCOUNT MANAGER, BEEKEEPER GROUP
- 2. USE MOBILE APPS AS AN ENTRY POINT Take a group of people interested enough to install the app Keep them informed through reasonable updates via push notifications (97% average read rate on push!) ONGOING ENGAGEMENT
- 3. SAMPLE CASE STUDY • You are a disaster relief non-profit with an app primarily used for information. • There’s a typhoon in the Philippines
- 4. SAMPLE CASE STUDY • App’s secondary focus is on generating donations • You now use the data you’ve collected from app users to target them via specialized email segmentation (Did they donate during the last disaster? Are they heavy content users? Have you ID’d their income level?) • Entire user base can be targeted with a push notification asking for donations as well • SMS text-to-donate
- 5. SAMPLE CASE STUDY Keep exploring ways to activate users • Tag app users in your CMS database and target them via display ads • Give them an easily Google-able message, so if they don't click on your ads, you can hit them with SEO ads • Build the app with integration to whatever paid petitions the organization may be running on Care2 or Change.org
- 6. SAMPLE CASE STUDY Segment Segment Segment Segment Segment Segment Segment Segment Segment Segment Segment Segment Segment Segment Segment By integrating petitions and online ads, you can now segment your audience further to determine your highest value targets. App Users App Users Who Sign Petition App Users Who Donate & Sign Petition App Users Who Donate, Sign Petition and Receive Email
- 7. USING THE DATA • The use of apps can be an early indicator of an issue worth hitting people with fundraising appeals • Do you see a big uptick on X day with X alert? Does one blog post, delivered via mobile, demonstrate higher engagement? Run with it.