Go Mobilex

The Mobile Roadmap

ORIGINS: TO BOLDLY GO. . .

WHAT’S SO SPECIAL ABOUT THIS GUY?

WHAT IS THE EVOLUTION OFTECHNOLOGY ?

Early Use

Invisibility

MOBILE TRENDS

FROM DESKTOP TO MOBILE, WHAT’S THE

TEXT VID

TO: 62582

WHY IS MOBILE WEB IMPORTANT?

GapingVoid.com

STRATEGERY IT’S NOT ROCKET

SURGERY!

TOP 5 TIPS FOR USING SOCIAL & MOBILE 1. Target ON-the-GO users (Facebook: Stop by our

blood drive today and you may win a TV).

2. Keep it short. PPL are on the go. (There’s a reason twitter chose 140 characters per tweet)

3. Make your promotion local.

4. Drive them to a MOBILE friendly site. (Thumb friendly, minimal forms and/or check boxes.)

5. Provide a link to your regular site.

TIP: STUDIES SHOW <80 CHARACTERS IS THE BEST #

HOW DO YOU REACH THEM?

NEW TECH

The Internet can be a negative place

Some of the QR code-generating sites are Qurify, Kaywa, Scanbuy, QR Stuff and Delivr. Google’s URL Shortener can also create a QR code from a shortened link.

For mobile phone users, iPhones offer a downloadable app from the iTunes store. BlackBerry, Android and other mobile phone platform users can download an app from Scan Life.

WHAT DO YOU TAKE WHENYOU LEAVE THE HOUSE?

WHAT’S NFC?

APPS OR NO APPS

Do you know how many apps have been downloaded in the last 3 years?

Prior to July 2008#of Apps: 0

Today: over 10,000,000,000= 10 billion

HOW MUCH IS IT WORTH TO SLEEP IN?

ISNOOZE

YOUR CELLPHONE OR WHAT?

33% WOULD PREFER TO GIVE UP SEX

63% WOULD PREFER TO GIVE UP CHOCOLATE

70% WOULD PREFER TO GIVE UP ALCOHOL

WHAT DO PEOPLE USE THEIR MOBILE PHONES FOR MOST?

81%ACCESS THE INTERNET

38% SEND/GET EMAIL48% WATCHED A VIDEO

73% FOR TEXT MSG

73% TAKE PHOTOS63% SOCIAL NET

39% of mobile users use it in the bathroom.

Second Screen

WHY IS A MOBILE WEBSITE IMPORTANT?

What gets seven times the response rate versus email (7% vs 1%) and reaches twenty five times the number of users as does Twitter. (MMA) ?

TEXTING!!!

THINK BACK TO JANUARY 2010

HOW MUCHWAS RAISED

WITHIN HOURS? 48

HOW MUCHWAS RAISED

WITHIN 48 HOURS?

$3,000,000.00

HOW MUCHWAS RAISED

WITHIN HOURS? 72

HOW MUCHWAS RAISED

WITHIN 72 HOURS?

$8,000,000.00

TODAY???

Over $30,000,000.00

PERSPECTIVE:ALL OF 2009

ALL MOBILE DONATIONS =$4,000,000.

For a donor, the steps to give via text message are simple:

HOW IT WORKS FOR DONOR

For a donor, the steps to give via text message are simple:1: Decide to make a text-based donation. Donations in the United States are possible at a $5 or $10 donation per text message at this time. The amount is specific to a given campaign and determined by the organization, so the user can only decide whether or not to make a donation, not which amount to choose.

For a donor, the steps to give via text message are simple:1: Decide to make a text-based donation. Donations in the United States are possible at a $5 or $10 donation per text message at this time. The amount is specific to a given campaign and determined by the organization, so the user can only decide whether or not to make a donation, not which amount to choose.2: Create and send a text message on a mobile phone. Typically this text message is sent to a short code -- a five or six digit number. The message consists of a keyword -- a single word such as AID, HAITI, GIVE or the like..

For a donor, the steps to give via text message are simple:1: Decide to make a text-based donation. Donations in the United States are possible at a $5 or $10 donation per text message at this time. The amount is specific to a given campaign and determined by the organization, so the user can only decide whether or not to make a donation, not which amount to choose.2: Create and send a text message on a mobile phone. Typically this text message is sent to a short code -- a five or six digit number. The message consists of a keyword -- a single word such as AID, HAITI, GIVE or the like.3: An automated response consisting of a text message is sent back to the userʼs phone. This message asks for a reply to confirm the donation -- usually a single word such as OK or YES.

For a donor, the steps to give via text message are simple:1: Decide to make a text-based donation. Donations in the United States are possible at a $5 or $10 donation per text message at this time. The amount is specific to a given campaign and determined by the organization, so the user can only decide whether or not to make a donation, not which amount to choose.2: Create and send a text message on a mobile phone. Typically this text message is sent to a short code -- a five or six digit number. The message consists of a keyword -- a single word such as AID, HAITI, GIVE or the like.3: An automated response consisting of a text message is sent back to the userʼs phone. This message asks for a reply to confirm the donation -- usually a single word such as OK or YES.4: A confirmation text message is sent by the system, and received by the user..

For a donor, the steps to give via text message are simple:1: Decide to make a text-based donation. Donations in the United States are possible at a $5 or $10 donation per text message at this time. The amount is specific to a given campaign and determined by the organization, so the user can only decide whether or not to make a donation, not which amount to choose.2: Create and send a text message on a mobile phone. Typically this text message is sent to a short code -- a five or six digit number. The message consists of a keyword -- a single word such as AID, HAITI, GIVE or the like.3: An automated response consisting of a text message is sent back to the userʼs phone. This message asks for a reply to confirm the donation -- usually a single word such as OK or YES.4: A confirmation text message is sent by the system, and received by the user.5:On the donor's next mobile phone bill, a charge is shown for the amount of the donation. Prepaid customers (those who buy airtime as they go) can, at this time, typically not make a donation via text message.

1. The first thing for a nonprofit organization to do is to decide whether or not to explore the possibilities of mobile giving. Here are some things to consider:+First and foremost, ask yourself how mobile donations fit into your overall fundraising strategies. What are your goals? Who is your audience? What are your current tactics? How does mobile fit in? Consider more fine-grained questions such as this: Does reaching out to new donors, maybe from a different demographic, make sense for your organization? Are your current organizational programs conducive to mobile giving (for example, do you run large events on a regular basis where building a mobile list and text donations make sense?)

+Can you cover the start-up and overhead costs for a mobile giving campaign (more on that below “Don’t Worry About Breaking Even” section that follows).

+Is mobile giving becoming a factor in fundraising for comparable nonprofits in your field?

+Can you afford not to at minimum explore the possibilities of mobile giving? This is not just a matter of the money involved: it is a matter of demonstrating to your supporters that you are aggressively pursuing your organization’s needs and goals, that you are savvy in the use of technology (if that matters to your brand), etc.

1. The first thing for a nonprofit organization to do is to decide whether or not to explore the possibilities of mobile giving. Here are some things to consider:

+Although the TTP and ASP provide the technical support, nevertheless you need some support for a new technology. How willing are your staff and volunteers to explore new ways of working?

1. The first thing for a nonprofit organization to do is to decide whether or not to explore the possibilities of mobile giving. Here are some things to consider:

+Although the TTP and ASP provide the technical support, nevertheless you need some support for a new technology. How willing are your staff and volunteers to explore new ways of working?

+For some organizations, you may be helping your donors to make their first text message-based donations. Will they need reassurance and support? Can you provide it?

2. Collect Mobile Numbers.If you do not already collect mobile numbers, do so and make certain that you provide the appropriate information about how you will and will not use that information. If you want to let people know about a mobile giving campaign, sending messages to them (if permitted) or using your existing lists can be a way to raise attention to the short code/text fundraising campaign. If you have to start scrounging for mobile numbers at the point of wanting to raise money, you are behind. Here are some easy ways to collect mobile numbers.

•On your website when you have people sign up for your newsletter, etc•From your existing email list/constituent list.•At event registrations.•On Facebook and other social media)•On feedback you collect for mail donations, reservations, or any other communication to and from your constituents.•Through polls and games or competitions

3. Find the Right ProviderThe easiest way to find the right ASP provider is exactly the same way you consider any other vendor. Ask around, read articles, participate in discussions, and keep your eyes open. Just as you might ask a colleague for recommendations to an event planner, ask for recommendations to an ASP from an existing client.

4. Understand the FeesThe fee structures for ASPs include one-time costs (the set-up), fixed monthly costs (which often include other services such as text message campaigns or extra keywords), and the transaction costs for donations. This can make comparing ASPs difficult; it also can mean that it makes the decision to actually go ahead with a mobile giving campaign harder. You have no way of knowing how much money will be raised, but at the same time you must commit to the overhead of the set-up and a year's worth of monthly fees.

This is quite similar to any fundraising initiative that you have not done before. The first time you plan for a fundraising dinner, you have the same problems. Once you have one or two such events under your belt, you have a good sense of the costs and benefits.

5. Integrate Mobile Giving with Your Other Fundraising TacticsDo not make the mistake of making mobile giving a separate project apart from your other fundraising operations. Remember that the donation process starts when a donor sends a text message. That action happens as a result of the donor having an existing relationship with the organization and/or some external prompt: a news article, an e-mail from you or a friend, an announcement at an event, a news story, or a message on a blimp, for that matter. The precipitating event for the donation uses exactly the same communication tools that you can and have used in other circumstances. Although you integrate mobile giving with your other fundraising activities, your donors may not do so.

Keep track of who is using what medium and how well each technique is working. Track and evaluate mobile giving the same way you track responses to direct mail, Web, and phone solicitations. (This is another reason for integrating mobile numbers with your donor database and should be a decision criteria when choosing a mobile application service provider.)

TRACK IT!!!

One unresolved issue for many organizations is how mobile giving affects their other donations. Do people who would have sent $100 now feel they've done their part with a $10 mobile donation? Do you want to try to convert $10 mobile donors into larger-amount donors and if so, how? Or is it more likely to convert them from once-a-year donors to once-a-month donors? (This is one reason why there is so much interest in recurring donations in the mobile world. Currently they are not possible.)

One unresolved issue for many organizations is how mobile giving affects their other donations.

Do people who would have sent $100 now feel they've done their part with a $10 mobile donation? Do you want to try to convert $10 mobile donors into larger-amount donors and if so, how? Or is it more likely to convert them from once-a-year donors to once-a-month donors? (This is one reason why there is so much interest in recurring donations in the mobile world. Currently they are not possible.)

One unresolved issue for many organizations is how mobile giving affects their other donations. Do people who would have sent $100 now feel they've done their part with a $10 mobile

donation? Do you want to try to convert $10 mobile donors into larger-amount donors and if so, how? Or is it more likely to convert them from once-a-year donors to once-a-month donors? (This is one reason why there is so much interest in recurring donations in the mobile world. Currently they are not possible.)

6. Don't Worry About Breaking EvenHere is one way to get your first mobile giving campaign off the ground without devoting half of your waking hours to spreadsheet what-if games. For one or more of the ASPs you are considering, calculate the fixed cost for the first year (some ASPs will offer a shorter contract). The amount can be as low as $1,188 (Causecast), up to $5,288 (mgive.com) with various added services available beyond those amounts.

Once you have calculated your financial commitment, consider approaching one or more of your existing donors to cover that cost. This means that your break-even point for at least the vendor is $0. As with all other fundraising techniques, you really do not know how it works until you have done it, so removing some risk is a good way to position this as an experiment. After the first year, you can continue the mobile giving process by including its costs and projected revenues in your budget based on the first year's experience.

7. Start EarlyFor your first mobile giving campaign, work with your board, staff, volunteers, and other supporters to set the scope of the project. (As noted, this is the time to minimize your risk and financial exposure by trying to raise money to cover the first year’s cost.) As with any project, the greater the support and commitment from all stakeholders, the greater the likelihood of success.

Photo courtesy of RED CROSS

Most carriers waived their fees for this promotion

DON’T EXPECT THE SAME TREATMENT

Non-profits have to pay set up fees with wireless partners like mGive and the Mobile Giving Foundation, can range from $3,000-$10,000 in some cases.

TEXTING

REMEMBER THESE PPL?

1 IN 10 TEXTED A DONATION

1 IN 10 TEXTED A DONATIONAND IT WAS AN IMPULSE.

CAN A TEXT START A FIRE?

NO. BUT, IT CAN KEEP YOU WARM

With just a couple of texts a month… the Humane Society, supporters who received a text message donated online with an increased response rate of 77%.

SMS…

WHAT IS IT?

SHORT CODE727272 (REDBOX) VANITY

466453 (GOOGLE)77865 (SNAPTAG)

LONG CODE1-424-543-3332

AUCTIONS BY CELLULAR

KEYWORDS

MESSAGES

MESSAGES160 CHARACTERS

& YES,SPACES DO COUNT!

2, 4, U, R, MSG&DATA, TXT, 2QUIT, REPLY, . . . . OU812

. . .ICU2. . .RU1?IM2, WHAT R U 4?

DON’T B A H8R!U R GR8! CU L8R

BEST PRACTICES 4 TEXTING

TEXTQUIZ

TO: 62582

WHAT ABOUT THAT MOBILESITE?

WHERE TO START?

The End

IMPERFECT ACTION TRUMPS

PERFECT INACTION

START!Take a pulse

Start learning

Educate others, as you learn

SpecificMeasureable ActionableRealisticTime Bound

WHAT’S YOUR GOAL

IncomeList size Conversions/Opens/DownloadsPhone callsBuzz/Brand awareness

WHAT’S YOUR GOAL

Exciting featuresStatistics Make sure they’re on the list!

SHOW ‘EM WHAT’S UP!

Use goals to set standardsCheck with IT & legalCommunication is keyBuild a Social & Media PlanSet time-line

PLAN IT!

Multi-channel integrationSocial MediaPR MachineGrassrootsTrack it

GO MOBILE!

THINK OF THE 3 TO 5MOST IMPORTANT THINGS TO

THE USER.

THEN MAKE THEM EASY FOR THE USER TO FIND & DO.

REMEMBER: WHAT YOU WANT

& WHAT THE USER WANT,AREN’T LIKELY THE SAME

THING.

FOCUS ON THE USER.

Keep it simple.Create short text links in your copy so people can easily access relevant information on other pages of the site.Include simple images that will be visible on a smaller screen. For example, a headshot will be easier to view than a group of people. NOTE: You can move these to another page altogether.Avoid cluttered pages by reducing the number of elements on each page.Make sure the call to action is easy to locate and read.Make it thumb friendly

HERE ARE A FEW BEST PRACTICES TO KEEP IN MIND:

BONUS:DON’T BE AFRAID TO PUTA DONATE BOX ON THE

BOTTOM OF EVERY PAGE.

SPEAKING OF BUTTONS

Susan G. Komen site claims that 50% of its user access the mobile site at least once per day, since optimizing it.

Text heavy…But still works

Let your audience know about your mobile site on:Your website and blogYour e-newslettersPress releasesPrinted collateralPrinted advertising and marketing materialsEmail signatures

PROMOTE YOUR SITE

Put your company/nonprofit on the map with a Google Places listing (www.google.com/placesforbusiness). Add details, photos and coupons to make your listing stand out.

Add your business to local online listings, including Yahoo!® Local (local.yahoo.com)

Bing™ Local Listing Center (https://ssl.bing.com/listings/BusinessSearch.aspx),so consumers can find your business.

TAKE ADVANTAGE OF FREE LOCAL LISTINGS.

www.GoMobileVirginia.com

Go Mobilex

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Book List: GO GO GO!