"Anytime, Anywhere: Mobile Engagement for Communities & Donors" by Amy Gahran

1. Anytime, Anywhere:
Mobile Engagement
for Communities &
Donors
Oct. 22, 2015
Amy Gahran
amy@gahran.com
@agahran

2. Amy Gahran
amy@gahran.com
@agahran
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3. Mobile & Engagement
MYTHBUSTING!!!
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8. What is mobile? (Primarily)
• Cell phones (not
always smartphones)
• Texting (SMS)
• Social media
• E-mail
• Mobile web
• Podcasting
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9. Smartphones: fastest consumer
adoption of any technology!
- Lee Rainie, Pew Research
(Me: Because mobile is
inherently engaging.)
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10. Mobile is PERSONAL!
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11. Take out
your phones!
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12. What mobile engagement
can look like…
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16. SVCF deploys Mobile Commons
on behalf of grantees
• Grantees. Made it a priority for grantees to get
text alert signups — often live, on the spot.
• Broadcast alerts: Issues, events, workshops,
deadlines, opportunities, etc.
• Unique links in texts allow support analytics.
• Web portal: People can easily resubscribe if
cell number changes.
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17. Local Podcasts
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18. Self-Guided
Walking
Tours:
VoiceMap.me
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19. Mobile Giving
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20. Mobile Giving Options
• Text to give. Wireless carrier billed. Works
on any cell phone (even dumb phones)
• Mobile donations. Credit card billed.
Needs smartphone.
• Mobile web or apps, including
crowdfunding. Needs smartphone.
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21. Hispanics in
Philanthropy
Custom-built,
mobile-friendly
crowdfunding
platform
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24. • Regularly organizes online giving events
• Supports, promotes broader campaigns like
Giving Tuesday
• Lots of resources, training (capacity building)
• Cool prizes as perks: SW airline tickets, in-
kind contributions
• Matching funds: For every $1 HIP partners
offer as match, nonprofits raise $1.71
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HIPGive does this:

25. Text-to-Give: How it works
• Donor texts a keyword to a shortcode
• Fixed donation amount only
• Carrier billing: added to donor’s cell phone bill
• Carrier & donation platform take their cut
• You (eventually) get the money
• Optional: Can build up your opt-in texting list
• Simplest donor experience, works on any cell
phone
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Shortcode
Keyword
Response
Donor confirmation

27. Mobile Donations: How it works
• Texting/mobile web hybrid
• Donor texts a keyword to a shortcode
• Autoresponse text includes link to donate
• Donor fills out mobile web form — flexible
donation amount!
• Billed to credit card (or sometimes Paypal,
ApplePay, Google Wallet)
• Minus fees (for platform, transactions)…
• You get the money!
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Keyword
Shortcode
Donation link
(mobile web)

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31. More data = More engagement opps!
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32. Drawbacks of Text-to-Give
• Longer time to receive funds: 90-120 days
vs. 15 days (donors must pay phone bill)
• Limited data for engagement: Cell # only
• Higher transaction fees.
• Lower fulfillment than mobile donations:
59% vs. 84% (more failed transactions)
• Most family, group, corporate plans are
ineligible.
• Not compatible with discount resellers
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33. Text-2-Give
FAIL
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Oops! My cell
plan is from
Walmart
(reselling AT&T)

34. Drawbacks of Mobile Donations
• Smartphones only
• Requires live mobile data connection
• Takes more donor time, thought,
attention
• Mobile typing SUCKS!!!
• More possible donor errors =
frustration & alienation!
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35. Cell phone
typing:
What could
possibly go
wrong?…
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36. Thermometer: Check integration!
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37. Giving Day: Engagement Opportunity!
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39. Main mobile DO’s
• DO assume many/most users/donors
are on their phones
• DO have mobile-friendly website or
campaign landing pages
• DO promote mobile across all media!
• DO use mobile-friendly e-mail templates!
• DO post links to mobile-friendly
content in social media!!!!!!
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amy@gahran.com

43. Campaigns: Mobile Tips
• Mobile-friendly info & donation pages!!!!
• Promote causes BEFORE event/
campaign
• Offer mobile donations and/or text-to-give
• Build your texting/email list: Ask
permission!
• Ask questions to engage further.
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