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Mobile Touches Everything
                                 Misty McLaughlin
©2011 Convio, Inc. | Page 1
Your Host
Misty McLaughlin
      Manager of User Experience
    • 10 years of nonprofit-focused online
      consulting
    • Master’s degree in Information
      Architecture (IA)
                                                                 I’m also a…
    • Worked with nonprofits of all                        Portland, Maine resident
      shapes, sizes, budgets, and causes                            who’s a
                                                             parent of a 2-year-old
    • Newest exciting mobile projects:                               and a
        • Launching the new mobile U.S. Fund for UNICEF             Cancer
          site(coming two a device near you!)                      who likes
                                                           long walks on the beach
        • Just published A Guide to the Mobile Web: Best   …with my mobile device.
          Practices for Nonprofits

©2011 Convio, Inc. | Page 2
Poll: You & Mobile
• Who here has a smartphone?




©2011 Convio, Inc. | Page 3
Poll: You & Mobile
• Who here has a smartphone?

• How many organizations currently have a
  mobile web presence?




©2011 Convio, Inc. | Page 4
Poll: You & Mobile
• Who here has a smartphone?

• How many organizations currently have a
  mobile web presence?

• How many have mobile-specific goals for 2012?




©2011 Convio, Inc. | Page 5
The Buzz About Mobile

    What’s it all about?

          In-context, on-
         demand connection


        For you: The most immediate channel for reaching
        constituents – where they already are.

        For your supporters: Their venue for accessing
        information, organizing their lives, and engaging daily
        with the causes they most care about.
©2011 Convio, Inc. | Page 6
Why Are We Here Today?

                                         90% of NPOs
                               use email and social marketing
                              in their engagement strategies…




                                       * From NTEN’s recent survey on nonprofit mobile trends

©2011 Convio, Inc. | Page 7
Why Are We Here Today?

                                         90% of NPOs
                               use email and social marketing
                              in their engagement strategies…
                                      …yet only 16%
                                will have a mobile presence
                                          in 2011*




                                       * From NTEN’s recent survey non nonprofit mobile trends

©2011 Convio, Inc. | Page 8
Mobile is…
• A channel                   • A way of thinking
• An environment              • A lifestyle
• A cluster of activities     • A culture
• A set of constraints &      • A paradigm shift
  opportunities




©2011 Convio, Inc. | Page 9
In Short…



   Mobile.
   Touches.
   Everything.*
      *Gratis Lara Koch, Mobile Communications Manager, Humane Society of the U.S.

©2011 Convio, Inc. | Page 10
Why is Mobile Important?
                               A sensitivity exercise…

                                     From your
                                   smartphone, try:
                                   www.nyu.edu




©2011 Convio, Inc. | Page 11
Why is Mobile Important?
                               A sensitivity exercise…

                                       Now try:
                               http://humanesociety.org




©2011 Convio, Inc. | Page 12
Why is Mobile Important?




                          A strong, simple mobile presence =
                 Foundational to effective campaigning


©2011 Convio, Inc. | Page 13
How to Know If You Need a Mobile Site
                                   Reasons to Go Mobile:
                               #1. Your Visitors Already Are

•         5% or more of visits
•         Referral traffic from mobile
          sites
•         Planning to target highly
          mobile constituencies



    ©2011 Convio, Inc. | Page 14
How to Know If You Need a Mobile Site
                                Reasons to Go Mobile:
                                #2. Portable Potential

• Geographic or place-based element
  to your cause
• Host awareness-building,
  promotional, or fundraising events
• Send email communications
  containing interesting links (e.g. local
  or personalized content)


 ©2011 Convio, Inc. | Page 15
How to Know If You Need a Mobile Site
                                  Reasons to Go Mobile:
                               #3. You’re Already Redesigning
                        Design for mobile first.

   “When a team designs mobile first, the end
   result is an experience focused on the key
   tasks users want to accomplish without the
    extraneous detours and general interface
    debris that litter today's desktop-accessed
   Web sites. That's good user experience and
                 good for business.”
      - Luke Wroblewski, Ideation + Design

©2011 Convio, Inc. | Page 16
Approaches to Mobile
                                        A. Mini Site
                                       (Speed Dating)

                               • Mobile-optimized, curated
                                 set of content (~3-25 items)
                               • Typically consists of:
                                • Highest-value content pages
                                • <5 action opportunities
                                • Basic about/education page
                                • A few timely news items


©2011 Convio, Inc. | Page 17
Approaches to Mobile
B. Campaign, Program, or Event Site
 (Dipping the Best Toe into the Mobile Waters)




©2011 Convio, Inc. | Page 18
Approaches to Mobile
                               C. Engagement Opportunity
                                           Only
                                    (Nothing But Action)

                               •   Donation form
                               •   Action alert
                               •   Sign up form
                               •   Event/participant center
                               •   Petition
                               •   Other campaign component

©2011 Convio, Inc. | Page 19
Approaches to Mobile
    D. Mobile-friendly Content
     (Mining Those Sub-Pages)

        • Different from “mobile-optimized”
          content
        • Typically automated across a site
        • Minimal nav and images
        • Often combined with Mini or Full
          Site approaches
        • Use case: A supporter searches a
          topic or clicks on a link in an email
          and reaches this page

©2011 Convio, Inc. | Page 20
Approaches to Mobile
E. Special Interactive Feature (The Whiz Bang)




©2011 Convio, Inc. | Page 21
Approaches to Mobile
                                  F. Full Mobile Site
                                   (The Kitchen Sink)

                               • For orgs that provide info as a
                                 service
                               • Extremely rare (or for very small
                                 sites)
                               • Only appropriate for sites with
                                 high-value, high-traffic content
                               • Biggest investment is in strong
                                 IA and design to make so much
                                 content navigable


©2011 Convio, Inc. | Page 22
Strategizing, Designing, & Building
1. Define one key
   message
2. Identify desired
   actions
3. Allocate real
   estate
4. Create design
5. Build and test

©2011 Convio, Inc. | Page 23
Strategizing: Defining Your Message
•         Distill your org’s online priorities.
•         Define one key message that’s
          succinct, understandable, and repeatable.

          “At [org name] we [verb     For U.S. Fund for UNICEF:
                 phrase] so that
            [constituent group] can   “22,000 children die each
                 [verb phrase].”           day of preventable
                                        causes. We believe that
            Hint: Not your mission         number should be
                    statement.                    zero.”



©2011 Convio, Inc. | Page 24
Strategizing: Identify Desired Actions
• Ideally focus on 1-2 key actions (<5)
• Prioritize actions so one task is clearly at the
  forefront




                                         Donations
  Email signup




              Location-specific search

©2011 Convio, Inc. | Page 25
Designing: Allocate Real Estate

  • Start with key message and
    desired actions
  • Standard screen size:
    320x480 pixels
  • Prioritize. And plan for
    experiences at top AND
    bottom of page
  • Limit scrolling for
    homepage, but OK for
    secondary pages
©2011 Convio, Inc. | Page 26
Designing: Visuals
Creative Strategy

    • Adapt your existing visual
      brand
    • Choose a small “best of”
      set of visual
      communicators
      (imagery, brand elements)
    • Prioritize spatial
      arrangement, orientation,
      and hierarchy



©2011 Convio, Inc. | Page 27
Building Your Mobile Presence
Strong CMS Capabilities
    • Separating presentation
      elements from content
    • Facilitating automatic
      device detection
    • Allowing for device-
      specific tailored displays
    • Creating simple
      movement between
      mobile and desktop
      content

©2011 Convio, Inc. | Page 28
Building Your Mobile Presence
Build for Maintainability
    • Incorporate feeds &
      dynamic content
    • Balance evergreen with
      timely content
    • Touch your content just
      once
    • Create a scalable structure
    • Review & iterate



©2011 Convio, Inc. | Page 29
Building: Test, Test, Test
• Cater to the majority, accommodate the minority
• Optimize for 2-3 devices to reach 90%
• Current standard is 320 x 480px
• Use simulators (no need to buy every device!)




©2011 Convio, Inc. | Page 30
Congrats…You’re Mobile! Now What?
Promote it!
1. Cross links between mobile
   & full sites
2. Desktop site call-out
3. Promotional campaigns
   •         Geosocial Networking
   •         Text2Give
   •         QR codes


©2011 Convio, Inc. | Page 31
Congrats…You’re Mobile! Now What?
To app, or not to app?




     Monterey Bay Aquarium’s   Central Park Conservancy’s      YMCA’s
         Seafood Watch             Central Park App         Location Finder
              (free)                     ($1.99)                 (free)
©2011 Convio, Inc. | Page 32
Congrats…You’re Mobile! Now What?
Evolve your content
•         How might someone read, perceive, or use
          this item on the go, from a small screen?
•         Which visual content is critical to
          communicating a particular message? Which is
          peripheral?
•         How can we increase the level of interactivity
          of our offerings?


©2011 Convio, Inc. | Page 33
Congrats…You’re Mobile! Now What?
Mobilize gradually

   •         Analytics are your
             friend.
   •         Always be
             evaluating mobile
             fitness.
   •         Plan for phases 2+.




©2011 Convio, Inc. | Page 34
Congrats…You’re Mobile! Now What?
                                 Measure your investment:
                               Does mobile bring in the bacon?
•         Take a multi-channel
          perspective.
•         Acquisition tool
     •         $11/email address
               gathered
     •         86% who give via text are
               willing to consider larger
               gifts via other channels*

•         Opportunity cost
                                               *mGive’s Text Giving Donor Survey Report

©2011 Convio, Inc. | Page 35
Mobile Resources
• Convio’s A Guide to the Mobile          Mobile guide screenshot
                                                   here
  Web: Best Practices for
  Nonprofits
• mGive’s Text Donations
  Research
    • Mobile Donation Price Point Study
    • Text Giving Survey Report




©2011 Convio, Inc. | Page 36
Questions?
                                   Misty McLaughlin
                                    512-652-2661
                               mmclaughlin@convio.com
                               @uxfornonprofits on Twitter




©2011 Convio, Inc. | Page 37
Let’s talk. Connect with us.
                    ConnectionCafe.com

                     Twitter.com/Convio

                     Facebook.com/ConvioInc

                     YouTube.com/ConvioInc

                     Slideshare.net/Convio
©2011 Convio, Inc. | Page 38

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Mobile Touches Everything webinar (Oct 2011)

  • 1. Mobile Touches Everything Misty McLaughlin ©2011 Convio, Inc. | Page 1
  • 2. Your Host Misty McLaughlin Manager of User Experience • 10 years of nonprofit-focused online consulting • Master’s degree in Information Architecture (IA) I’m also a… • Worked with nonprofits of all Portland, Maine resident shapes, sizes, budgets, and causes who’s a parent of a 2-year-old • Newest exciting mobile projects: and a • Launching the new mobile U.S. Fund for UNICEF Cancer site(coming two a device near you!) who likes long walks on the beach • Just published A Guide to the Mobile Web: Best …with my mobile device. Practices for Nonprofits ©2011 Convio, Inc. | Page 2
  • 3. Poll: You & Mobile • Who here has a smartphone? ©2011 Convio, Inc. | Page 3
  • 4. Poll: You & Mobile • Who here has a smartphone? • How many organizations currently have a mobile web presence? ©2011 Convio, Inc. | Page 4
  • 5. Poll: You & Mobile • Who here has a smartphone? • How many organizations currently have a mobile web presence? • How many have mobile-specific goals for 2012? ©2011 Convio, Inc. | Page 5
  • 6. The Buzz About Mobile What’s it all about? In-context, on- demand connection For you: The most immediate channel for reaching constituents – where they already are. For your supporters: Their venue for accessing information, organizing their lives, and engaging daily with the causes they most care about. ©2011 Convio, Inc. | Page 6
  • 7. Why Are We Here Today? 90% of NPOs use email and social marketing in their engagement strategies… * From NTEN’s recent survey on nonprofit mobile trends ©2011 Convio, Inc. | Page 7
  • 8. Why Are We Here Today? 90% of NPOs use email and social marketing in their engagement strategies… …yet only 16% will have a mobile presence in 2011* * From NTEN’s recent survey non nonprofit mobile trends ©2011 Convio, Inc. | Page 8
  • 9. Mobile is… • A channel • A way of thinking • An environment • A lifestyle • A cluster of activities • A culture • A set of constraints & • A paradigm shift opportunities ©2011 Convio, Inc. | Page 9
  • 10. In Short… Mobile. Touches. Everything.* *Gratis Lara Koch, Mobile Communications Manager, Humane Society of the U.S. ©2011 Convio, Inc. | Page 10
  • 11. Why is Mobile Important? A sensitivity exercise… From your smartphone, try: www.nyu.edu ©2011 Convio, Inc. | Page 11
  • 12. Why is Mobile Important? A sensitivity exercise… Now try: http://humanesociety.org ©2011 Convio, Inc. | Page 12
  • 13. Why is Mobile Important? A strong, simple mobile presence = Foundational to effective campaigning ©2011 Convio, Inc. | Page 13
  • 14. How to Know If You Need a Mobile Site Reasons to Go Mobile: #1. Your Visitors Already Are • 5% or more of visits • Referral traffic from mobile sites • Planning to target highly mobile constituencies ©2011 Convio, Inc. | Page 14
  • 15. How to Know If You Need a Mobile Site Reasons to Go Mobile: #2. Portable Potential • Geographic or place-based element to your cause • Host awareness-building, promotional, or fundraising events • Send email communications containing interesting links (e.g. local or personalized content) ©2011 Convio, Inc. | Page 15
  • 16. How to Know If You Need a Mobile Site Reasons to Go Mobile: #3. You’re Already Redesigning Design for mobile first. “When a team designs mobile first, the end result is an experience focused on the key tasks users want to accomplish without the extraneous detours and general interface debris that litter today's desktop-accessed Web sites. That's good user experience and good for business.” - Luke Wroblewski, Ideation + Design ©2011 Convio, Inc. | Page 16
  • 17. Approaches to Mobile A. Mini Site (Speed Dating) • Mobile-optimized, curated set of content (~3-25 items) • Typically consists of: • Highest-value content pages • <5 action opportunities • Basic about/education page • A few timely news items ©2011 Convio, Inc. | Page 17
  • 18. Approaches to Mobile B. Campaign, Program, or Event Site (Dipping the Best Toe into the Mobile Waters) ©2011 Convio, Inc. | Page 18
  • 19. Approaches to Mobile C. Engagement Opportunity Only (Nothing But Action) • Donation form • Action alert • Sign up form • Event/participant center • Petition • Other campaign component ©2011 Convio, Inc. | Page 19
  • 20. Approaches to Mobile D. Mobile-friendly Content (Mining Those Sub-Pages) • Different from “mobile-optimized” content • Typically automated across a site • Minimal nav and images • Often combined with Mini or Full Site approaches • Use case: A supporter searches a topic or clicks on a link in an email and reaches this page ©2011 Convio, Inc. | Page 20
  • 21. Approaches to Mobile E. Special Interactive Feature (The Whiz Bang) ©2011 Convio, Inc. | Page 21
  • 22. Approaches to Mobile F. Full Mobile Site (The Kitchen Sink) • For orgs that provide info as a service • Extremely rare (or for very small sites) • Only appropriate for sites with high-value, high-traffic content • Biggest investment is in strong IA and design to make so much content navigable ©2011 Convio, Inc. | Page 22
  • 23. Strategizing, Designing, & Building 1. Define one key message 2. Identify desired actions 3. Allocate real estate 4. Create design 5. Build and test ©2011 Convio, Inc. | Page 23
  • 24. Strategizing: Defining Your Message • Distill your org’s online priorities. • Define one key message that’s succinct, understandable, and repeatable. “At [org name] we [verb For U.S. Fund for UNICEF: phrase] so that [constituent group] can “22,000 children die each [verb phrase].” day of preventable causes. We believe that Hint: Not your mission number should be statement. zero.” ©2011 Convio, Inc. | Page 24
  • 25. Strategizing: Identify Desired Actions • Ideally focus on 1-2 key actions (<5) • Prioritize actions so one task is clearly at the forefront Donations Email signup Location-specific search ©2011 Convio, Inc. | Page 25
  • 26. Designing: Allocate Real Estate • Start with key message and desired actions • Standard screen size: 320x480 pixels • Prioritize. And plan for experiences at top AND bottom of page • Limit scrolling for homepage, but OK for secondary pages ©2011 Convio, Inc. | Page 26
  • 27. Designing: Visuals Creative Strategy • Adapt your existing visual brand • Choose a small “best of” set of visual communicators (imagery, brand elements) • Prioritize spatial arrangement, orientation, and hierarchy ©2011 Convio, Inc. | Page 27
  • 28. Building Your Mobile Presence Strong CMS Capabilities • Separating presentation elements from content • Facilitating automatic device detection • Allowing for device- specific tailored displays • Creating simple movement between mobile and desktop content ©2011 Convio, Inc. | Page 28
  • 29. Building Your Mobile Presence Build for Maintainability • Incorporate feeds & dynamic content • Balance evergreen with timely content • Touch your content just once • Create a scalable structure • Review & iterate ©2011 Convio, Inc. | Page 29
  • 30. Building: Test, Test, Test • Cater to the majority, accommodate the minority • Optimize for 2-3 devices to reach 90% • Current standard is 320 x 480px • Use simulators (no need to buy every device!) ©2011 Convio, Inc. | Page 30
  • 31. Congrats…You’re Mobile! Now What? Promote it! 1. Cross links between mobile & full sites 2. Desktop site call-out 3. Promotional campaigns • Geosocial Networking • Text2Give • QR codes ©2011 Convio, Inc. | Page 31
  • 32. Congrats…You’re Mobile! Now What? To app, or not to app? Monterey Bay Aquarium’s Central Park Conservancy’s YMCA’s Seafood Watch Central Park App Location Finder (free) ($1.99) (free) ©2011 Convio, Inc. | Page 32
  • 33. Congrats…You’re Mobile! Now What? Evolve your content • How might someone read, perceive, or use this item on the go, from a small screen? • Which visual content is critical to communicating a particular message? Which is peripheral? • How can we increase the level of interactivity of our offerings? ©2011 Convio, Inc. | Page 33
  • 34. Congrats…You’re Mobile! Now What? Mobilize gradually • Analytics are your friend. • Always be evaluating mobile fitness. • Plan for phases 2+. ©2011 Convio, Inc. | Page 34
  • 35. Congrats…You’re Mobile! Now What? Measure your investment: Does mobile bring in the bacon? • Take a multi-channel perspective. • Acquisition tool • $11/email address gathered • 86% who give via text are willing to consider larger gifts via other channels* • Opportunity cost *mGive’s Text Giving Donor Survey Report ©2011 Convio, Inc. | Page 35
  • 36. Mobile Resources • Convio’s A Guide to the Mobile Mobile guide screenshot here Web: Best Practices for Nonprofits • mGive’s Text Donations Research • Mobile Donation Price Point Study • Text Giving Survey Report ©2011 Convio, Inc. | Page 36
  • 37. Questions? Misty McLaughlin 512-652-2661 mmclaughlin@convio.com @uxfornonprofits on Twitter ©2011 Convio, Inc. | Page 37
  • 38. Let’s talk. Connect with us. ConnectionCafe.com Twitter.com/Convio Facebook.com/ConvioInc YouTube.com/ConvioInc Slideshare.net/Convio ©2011 Convio, Inc. | Page 38

Notas do Editor

  1. browsing content-heavy, full-scale sites can be overwhelming and ineffective on small screens
  2. browsing content-heavy, full-scale sites can be overwhelming and ineffective on small screens
  3. browsing content-heavy, full-scale sites can be overwhelming and ineffective on small screens
  4. Barrier to entry is high