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The Whole World in Your Hand:
Embracing the Mobile Revolution
John Kenyon
Evolution in Tech Intimacy
Flickr
Photo
s: C
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Evolution in Tech Intimacy
Flickr
Photo
s: C
esa
rhara
da.c
om
; th
epara
dig
msh
ifte
r; D
ia
Evolution in Tech Intimacy
Evolution in Tech Intimacy
Flickr
Photo
s: C
esa
rhara
da.c
om
; th
epara
dig
msh
ifte
r; D
ia
Mobile is Personal
New World of Connection + Conversation
Flickr
Photo
s: C
esa
rhara
da.c
om
; th
epara
dig
msh
ifte
r; D
ia
Australia + Mobile
48% of Australians aged 16+ years own a smartphone
– Nielsen Australian Multi-Screen Report
Tablet devices to reach 39% of Australian homes in 2013
– Nielsen, Australian Online Consumer Report
Source: http://digitalmarketinglab.com.au
Australia + Mobile
61% of mobile users are
unlikely to return to a site
they had trouble accessing from their phone
Source: http://digitalmarketinglab.com.au
Operations | Programs | Fundraising
Mobile Impact
Rapid
Mobile
Phone-based
Survey
Challenge – collect data related to Malaria
Developed toolkit for collecting and reporting via mobile
Operations
IFRC
RAMP
Replaces decades-old paper + pencil method
Reduced time and costs of collecting, reporting
Efficient
Effective
Data available - days vs. weeks
Direct data access for program managers
PEAK + Square
Former Process –
Register setup
Moved to Square for registration, materials, silent auction
Receipts, nightly deposits
Records and reconciliation with Quickbooks
Mission/ Program Goal:
Get People Engaged with Wildlife
Programs
People share
wildlife
sightings
via mobile
Populates
website
Wildlife Watch
+ Mobile
+ Flickr
Robin in
San Francisco
#NWF
Start Small (Realistic)
50 unique
Twitter Users
200 Wildlife
sightings in
first month
5 tweets a day
Koala Count
Log, Photograph
Connects to
Central Database
Can Also Email
Iwaidja
App
Leverages uptake of mobile by indigenous communities
Keeps language alive
Iwaidja App
Translate, Record, Share
Mobile + Fundraising
15% of traffic to donation pages - mobile
23% use mobile to help fundraise
Mobile users raise almost 3x more
Donations made via mobile up 205%
Source: 83,000+ campaign participants
Artez http://info.artez.com/mobile-fundraising-research-paper-2013/
Mobile friendly website
Emails configured for mobile
Mobile Strategy
Don’t Start with Apps
Start with Mobile Strategy
Get in Mobile Mindset – use just your phone for a day
Mobile Actions
Brainstorm Mission-Aligned Activities
Collect Mobile Numbers
Try Something!
What To Text?
Advocacy – protests, calls to action, campaign activity
Events – reminders, tickets on sale, special codes
NOT – Give now!
Flickr photo: garryknight
Track website, email + social media metrics
for mobile
Mobile Access %, Content Favored Website
Your Own Metrics are Most Important
Interesting to Compare
No True Industry-Wide Benchmark
How do we track metrics?
How might we do it differently moving forward?
Reflection
Goal = Coordinated Approach
Reflection
How do we coordinate across channels – and platforms?
Links
IFRC:
http://www.ifrc.org/en/what-we-do/health/ramp/
Artez Mobile Fundraising Report:
http://info.artez.com/mobile-fundraising-research-paper-2013/
Nonprofit Mobile Resources:
http://www.nten.org/search/node/mobile
All Images: Flickr - Creative Commons License
