This document provides an overview of mobile marketing for nonprofits. It defines mobile marketing as communicating with prospects, customers, and donors using texting and QR codes. The benefits of mobile marketing include its high reach since 93% of Americans have cell phones, and texts have a high open rate. Nonprofits focused on health, fundraising, events, and services can benefit. Mobile marketing can be used for reminders, notifications, contests, and sharing information. Setting up a mobile marketing service and developing strategies are required to implement a mobile marketing campaign. Examples of successful nonprofit mobile marketing are provided.

1. Mobile Marketing 101
Taylor Ellwood
November 1, 2011
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Taylor Ellwood
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5. Mobile Marketing 101
Presented by
Taylor Ellwood
Imagine Your Reality
http://www.imagineyourreality.com

6. What is Mobile Marketing?
♦ Mobile Marketing is:
♦ a way to communicate with
prospects, customers, and
donors using texting.
♦ You can use QR codes as
another way to attract
attention.
♦ Texts are opt-in only, which
means you can’t spam. It also
means people who have opted
in are interested in hearing
from you and supporting your
cause.

7. Why use Mobile Marketing?
♦ 93% of Americans have cell
phones.
♦ Mobile is available virtually
everywhere.
♦ People are more likely to
check and respond to a text
than a phone call.
♦ There is at least a 35% ROI
on Mobile Marketing.
♦ People of all ages prefer
texting over having to listen
to a voice mail or read an
email.

8. Why use Mobile Marketing part
2?
♦ Over 86 billion text messages
are sent every month. Over
97% of those texts are
opened and read within 5
minutes.
♦ People take their mobile
phones everywhere
♦ Mobile is an extension of the
internet and its marketing
applications
♦ Mobile can be integrated into
social media and email
marketing

9. Who can use Mobile Marketing?
♦ Non-profits focused on a
health cause like curing
cancer or muscular dystrophy
♦ Non-profits focused on
generating relief money
♦ Non-profits that hold events
at their facilities and want to
generate more attendance.
♦ Non-profits that want to
share information about
services they offer.

10. What Can I use Mobile
Marketing for?
♦ Appointment Reminders
♦ Customer Service
♦ Notification of special events.
♦ Activity reminders
♦ Inspirational messages
♦ Telling people how they can
donate to a cause
♦ Up to date information blasts
on what’s happening with
your non-profit cause
♦ Hold a contest to generate
interest

11. What do I need to do to use
mobile marketing?
♦ Sign up for a mobile
marketing service.
♦ A mobile marketing service
will provide short code
keywords, a quantity of text
messages per month.
♦ Some additional tools include
the ability to create QR codes,
schedule texts, and a
database capture system.
♦ Develop mobile marketing
strategies for using the
keywords

12. Examples of Non-profit Mobile
Marketing
♦ National Breast Cancer
Foundation uses In App ads to
drive awareness. They
created ads for the USA Today
APP, to get people’s attention
and direct them to a site
where they could learn more.
♦ UN Foundation uses Mobile to
educate people on how they
can help. By texting UNF to
80676, subscribers receive
text messages that tell them
activities they can do to get
involved in the UN work.

13. Examples of Non-profit Mobile
Marketing
♦ PFLAG uses QR codes as part
of mobile marketing
campaign. They put QR codes
on their ads in creative
places, so that people could
scan the codes to get directed
to a video they could watch
online.
♦ National Park Fields guide
App provides a complete view
of a park wildlife, as well as a
comprehensive ecosystem
review of 50 national parks.
♦ Text “Haiti to 90999”
generated $50 million in
disaster relief in less than
2 weeks.

14. Planning your Mobile Marketing
♦ Remember Mobile marketing
is just one channel. Keep
using other channels such as
social media, e-mail, and
print, as well as mobile.
♦ Combine your mobile
marketing with your other
forms of marketing to raise
awareness and get people
subscribed to multiple
channels of communication.

15. Planning your Mobile Marketing 2
♦ Don’t overload people with
texts. Use texts to cause
actions to occur, but don’t
send so many that people
unsubscribe.
♦ Remember texting has limited
characters. Develop concise
and to the point messages
and calls for action or a
website they can visit!

16. Next Steps
♦ If you want to use mobile
marketing, you need to hire a
carrier, and get training on
the back office to learn the
technology.
♦ Ideally you’ll assign your
mobile marketing to your
marketing person or team.
♦ Be consistent with your
mobile strategy. When people
text your key word, have a
welcome message and follow
up. Then continue to be
consistent.

17. Find listings for our current season
of webinars and register at:
NonprofitWebinars.com
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