The document discusses strategies for mapping mobile technologies to nonprofit organization goals. Representatives from the American Cancer Society, American Diabetes Association, and Charity Dynamics address three questions: who is your audience, what is your message, and what is your call to action. They describe their organizations' mobile websites and apps, metrics for evaluating mobile initiatives, and lessons learned. The overall presentation provides insights into developing effective mobile strategies to engage supporters and further organizational missions.
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Mapping Mobile Technologies to Strategies
1. 10/7/2013 #bbcon 1
Mapping Mobile Technologies to Strategies
PRESENTED BY
DAVID BALCOM, AMERICAN CANCER SOCIETY
SHANA MASTERSON, AMERICAN DIABETES ASSOCIATION
DONNA WILKINS, CHARITY DYNAMICS
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MOBILE AND THE
AMERICAN CANCER SOCIETY
David Balcom
Managing Director, Digital
September 30, 2013
cancer.org
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The American Cancer Society is a nationwide,
community-based voluntary health organization
dedicated to eliminating cancer as a major health
problem. Headquartered in Atlanta, Georgia, the ACS
has 11 geographic Divisions, more than 900 local
offices nationwide, and a presence in more than 5,100
communities.
ABOUT THE AMERICAN CANCER SOCIETY
cancer.org
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Align Mobile with
Society Brand
and Digital
Channel
strategies,
Social, Web,
Search, Email
strategies
STRATEGIC ALIGNMENT
ACS BRAND STRATEGY
DIGITAL CHANNEL STRATEGY
Social
Strategy
Mobile
Strategy
Web, Search,
Email
Strategies
stay well, get well, find cures, fight back
24. 10/7/2013 #bbcon 24
• Site launched in October 2011
and Refreshed in October
2012
• Key performance indicators all
show positive growth
• Enthusiastic reception by ACS
staff, consumers, media
M.CANCER.ORG
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MOBILE CONTENT USAGE DIFFERS
January 2013 GA Data, Page Views
Desktop
Rank
Desktop Page
www.cancer.org
Mobile Page
m.cancer.org
Mobile
Rank
1 Homepage Signs & Symptoms of Cancer 1
2 Calorie Counter Calorie Counter 2
3 Donate Homepage 3
4 Signs & Symptoms of Cancer Guide to Quitting Smoking 4
5 Learn About Cancer Index Page Learn: Lymph Nodes and Cancer 5
6 Find Support & Treatment Index Page Testicular Cancer, Signs and Problems 6
7 Guide to Quitting Smoking Espanol: Signs & Symptoms of Cancer 7
8 Employment Opportunities Donate 8
9 Espanol: Signs & Symptoms of Cancer Do I have Testicular Cancer? 9
10 Cancer Facts & Figures Learn: Ovarian Cancer Early Symptoms 10
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• Information and fundraising features for both
registered participants and those interested
in learning about Relay
• Accepts donations and allows for mobile
registration
• Single source publishing across multiple
platforms and content owners
• Seamless mobilization across two desktop
environments, UCM and Blackbaud.
• No additional support work for field and
event staff
M.RELAYFORLIFE.ORG
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• Shortened mobile registration –
eager to learn and apply lessons
across programs
• Fundraising results
• Comparo with former web
approach
• Relationship with app
WHAT ARE WE EVALUATING?
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• Work from a plan
• Develop a style guide
• Think multi-channel
• Balance mobile web and apps (everything
doesn’t need an app!)
• Don’t buy into responsive – unless you
should
• Pick a great partner.
CONSIDERATIONS
37. 10/7/2013 #bbcon 37
2012 – 2015 Organizational Priorities
Improve outcomes for people with diabetes and prediabetes
Expand the field of diabetes research
Give voice to those denied their rights because of diabetes
Heighten the nation’s sense of urgency for the growing diabetes
epidemic
***Build our capacity for success***
See full strategic plan:
http://main.diabetes.org/dorg/PDFs/American_Diabetes_Association-2012-2015-Strategic-Plan.pdf
ABOUT ADA
--Total revenue for the period of 2012 – 2015 will meet or exceed $1
billion.
--Achieve revenue growth for special events that will outpace that
of the overall Association, fueled by accelerated growth of our
signature campaigns.
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Mobile “optimized” boutique
sites – Same for mobile and
tablet
TeamRaiser difficult to
“mobilize”
Most frequent click-through:
“View complete site”
Donation forms optimized in
Fall 2012
PRE-2013 MOBILE
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Allow participants to fundraise on
their phones!
Launched 2011
Integrated with email, Facebook
and Step Out/Tour center!
Current year – 123% app revenue
increase for Tour. 53% for Step
Out.
MOBILE APPS!
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EARLY RESULTS
STEP OUT 2012 2013
Traffic 5.2% 33%
Bounce Rate
Tablet
Mobile
49%
65%
28%
29%
Time on Site
Tablet
Mobile
1:49
1:08
3:58
2:44
44. 10/7/2013 #bbcon 44
Currently testing text messaging
Further email improvement for mobile needed
QR codes – limited results
Possibly losing personal donations via mobile/tablet
Local staff can “break” responsive, need additional
mobile training
i-donors donation average is 40% more than Android
donors
TeamRaiser adapting quickly to responsive
NOW WHAT?
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SUMMARY: THREE QUESTIONS
1.Who is your audience?
2.What is your message?
3.What is your call to action?
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THANK YOU
DAVID BALCOM, AMERICAN CANCER SOCIETY
SHANA MASTERSON, AMERICAN DIABETES ASSOCIATION
DONNA WILKINS, CHARITY DYNAMICS