How to Optimize Nonprofit Fundraising with Text Messaging | Mobile Commons Webinar | 11.25.2014
- 1. Text messaging for non-profit fundraising Michael Sabat michael@mobilecommons.com Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com
- 2. What You Will Learn Today § Text messaging for communica<ons and text messaging for dona<ons § Benefits of tex<ng as a channel § Approach to text messaging for donors § Case studies Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 2
- 3. Organiza<ons using text messaging Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 3
- 4. About Mobile Commons The Solution § Web applica<on for managing mobile communica<on: § Text Messaging § Phone Calls § Mobile Web § Mobile Transac<ons § MMS – Pics and videos Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 4
- 5. Why Text Messaging Key Statistics 99% of text messages are read. The average text is read in 90 seconds. Text messaging is the #1 applica<on on phones. Mobile Use Text messaging is the most effec<ve method for reaching everyone – especially underserved popula<ons, young people, and minori<es. *Sources: Conversa<onal Adver<sing 2010, SinglePoint; Cell Phone Ac<vi<es 2012, Pew Research ; How Americans Use Text Messaging 2011, Pew Research; CTIA Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 5
- 6. Automated Conversa<ons Ask for email and expect an 80% conversion rate Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 6
- 7. NPO + SMS = Fundraising Success § More Supporters § More Ac<on § Engagement § Phone Calls § Dona<ons More Dona<ons More Volunteers More On-‐ the-‐ground Ac<on More Advocacy Phone calls Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 7
- 8. 3 – 10x Increase in Response Rate § Print § Radio § TV § Live Events § Press § Social Media Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 8
- 9. Add a CTA to Exis<ng Media Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 9
- 10. SMS Amplifies Your Results Adding text messaging amplifies your results from all your other media channels Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 10 Email Social Media Print Digital TV Events More dona<ons More likes More conversions More clicks More views More engagement
- 11. Text to Give Q: When should you use text to give? A: We recommend text to give in emergencies or natural disasters when you have a celebrity endorser or the agen<on of the whole na<on. Why is text to give not good for engagement? 1. Text to give limits the amount that your users can donate at one <me, thereby undercuhng your fundraising efforts. 2. Text to give is a one-‐<me interac<on between your nonprofit and the donor. 3. Not everyone can donate with his or her cell phone, and donors some<mes choose to cancel their dona<ons. 4. Text to give dona<ons take <me to process. Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 11
- 12. Case Study: Shedd Aquarium § The Shedd Aquarium used an SMS call-‐to-‐ac<on in 25% of their TV ads to drive contest entries. § Three sta<ons asked viewers to go to a website to enter the contest. § The fourth sta<on asked viewers to text the word FOX to 69866. § The TV ad with an SMS call-‐to-‐ac<on generated 325% more contest entries than any other call-‐to-‐ac-on. § SMS entries made up 52% of the total contest entries, despite only running in 25% of the ads. Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 12
- 13. + Mobile Mobile is part of a mul<-‐ channel strategy. 1. True opt-‐in. 2. +Mobile supporters perform much beger, than email-‐only supporters. Donor and evangelist SMS engagement = moving donors up the ladder of engagement Observer and member Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 13
- 14. Case Study: Human Rights Campaign § A +mobile supporter is 250% more likely to donate, compared to supporters who are email-‐only subscribers. § The value of +mobile supporter was 309% higher than an email-‐only subscriber. Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 14
- 15. Send an SMS Reminder § The easiest way to <e in text messaging to your fundraising campaign is to send out a simple reminder to donate. § Cut through the cluger, grab their agen<on and focus it. Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 15
- 16. Case Study: The Humane Society § Supporters that receive a text reminder are 77% more likely to donate – through the email ask. Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 16
- 17. Ask for a pledge over text § Make it easier by asking your donors to respond with a pledge to donate a specific amount that they can finalize later. § You can then remind them of their pledge when they decide to make the dona<on online, over the phone, or in person. Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 17
- 18. Case Study: The Jewish Federa<on § JFNA chose to use “Text to Pledge” over “Text to Donate” because “Text to Donate” dona<ons are limited to $10 § Highest pledge being $1000 and the lowest $1 § The average dona<on was $96 § JFNA saw a 46% pledge-‐to-‐ dona<on conversion rate Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 18
- 19. Coming Next: Mobile Web Forms § The key to gehng supporters to give is minimizing the number of steps they need to take in order to make a dona<on. § By adding a link to a mobile web form that autofills their basic informa<on, such as name, email, and address, supporters simply have to fill out their credit card informa<on to make a contribu<on. Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 19
- 20. Mobile Op<mized Dona<on Form Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 20
- 21. List Growth, Engagement & Fundraising § High engagement – response rates ranged from 11% to 138% § 25% more likely to run § SMS Subscribers raised 50% more money Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com 21
- 22. Text NPO to 662266 to see how this works. Michael Sabat Michael@mobilecommons.com Mobile Commons, Inc. | www.mobilecommons.com | info@mobilecommons.com