1. MOBILE FUNDRAISING:
OPTIMISING A NEW MEDIUM
Robert McAllen
Senior Product Manager, Online and Shared Services
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2. 2

3. What is Mobile Fundraising?
Single SMS
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4. What are the Expert’s saying?
If you are wondering what the next big tech innovation is, it’s Mobile.
Holly Ross, Executive Director NTEN
Mobile Fundraising isn’t innovative – it’s mainstream.
Paul DeGregorio – Open Fundraising
A generation is coming where Smartphones and tablets are all they’ve ever known.
Jonathan Waddingham, Just Giving
@robmcallen 4

5. 7 MAJOR CONSIDERATIONS
@robmcallen 5

6. THE TECH IS NOT THE ANSWER
@robmcallen 6

7. Text Facts
@robmcallen 7 Figures – Mashable.com

8. SOME HAVE HAD SPECTACULAR SUCCESS
SINGLE/TEXT GIVING
Raised £15.1m
in text donations
DEC EAST AFRICA
APPEAL
RAISED £1,500,000
70% signed up for Gift Aid
$43Million during Haiti crisis
@robmcallen 8

9. So far that has been the exception...not the rule
@robmcallen 9

10. YOUR STORY IS STILL KEY
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11. @robmcallen 11

12. @robmcallen 12

13. MOBILE DOES NOT STAND ALONE
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14. @robmcallen 14

15. @robmcallen 15

16. @robmcallen 16

17. WHO IS YOUR AUDIENCE?
@robmcallen 17

18. CHARITY AND MOBILE
1) Charity revenues dropping
2) Aging donor profile – access to new supporters
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19. WHO CAN GIVE?
@robmcallen 19

20. HOW MUCH?
Numbers are slightly higher for the US market - $10 average
@robmcallen 20

21. THERE ARE MANY WAYS TO GO MOBILE
@robmcallen 21

22. The Hall of Fame
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23. @robmcallen 23

24. @robmcallen 24

25. VOLUME HELPS
•10-15% adoption rate for direct
debit for orgs who call their donors
afterwards.
•Needs to be straight away
•2 days later is too late.
Figures – Jason Potts, Think Consulting
@robmcallen 25

26. DON’T BE AFRAID TO TRY SOMETHING NEW
@robmcallen 26

27. REGULAR GIVING
• Direct Debit income is levelling or dropping.
• Effectiveness of Chuggers is on the wain.
• Negative publicity.
• Make it easier…make it self service?
• Now able to give up to £10 per month on a self service basis.
• Move off the street and onto Facebook/Twitter?
@robmcallen 27

28. EVENTS GIVING
@robmcallen 28

29. GALA DINNERS/TICKETED EVENTS
@robmcallen 29

30. GATHERING DATA
•First ever campaign.
•672 gifts in first 20 mins of going live.
•880 gifts in first event.
•30% Gift Aid sign up.
•Purpose – Donor info gathering
•Took minimum gifts (£1.50) - £1320
“It’s important, when choosing a new
system, that it not only allows us to raise
funds from new avenues but that it is easy
for non-technical staff to use,”
Mark Palfrey, Database Operations
Manager.
@robmcallen 30

31. @robmcallen 31

32. THERE IS NO SILVER BULLET
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33. 33

34. WHERE SHOULD THIS BE?
• Press
• Radio
• TV
• Outdoor
• Toilets!
@robmcallen 34

35. MOBILE APPS
Snooze
@robmcallen 35

36. MOBILE APPS
Give.mobi
Rapidata
@robmcallen 36

37. MOBILE APPS
@robmcallen 37

38. MOBILE APPS
@robmcallen 38

39. THERE IS NO SILVER BULLET
@robmcallen 39

40. 40

41. VOLUME HELPS
•10-15% adoption rate for direct
debit for orgs who call their donors
afterwards.
•Needs to be straight away
•2 days later is too late.
Figures – Jason Potts, Think Consulting
@robmcallen 41

42. THE MOBILE WEBSITE
@robmcallen 42

43. Four groups of strategic questions to help guide your thinking:
1. Who are your constituents and what are they like? Are they using
smartphones? How do they typically support you? When are times when
they might want to take action on mobile, and what types of actions are you
hoping to inspire?
2. What resources do you have to commit to mobile? Do a quick reality
check. What time, money, expertise and staff do you have to commit to
mobile, and what does that say about the scope of project you can handle?
3. How will mobile fit into your other outreach efforts? Step back and look
at mobile as a way to supplement, reinforce and enhance your other efforts,
including donor acknowledgement, special events and social media.
4. How are you going to measure your efforts? How will you track the return
on investment in cost savings or added donations? How about the return on
engagement in the form of new supporters, added convenience for
supporters, improved advocacy and brand exposure?
Katya Andresen, Network for Good
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44. There can be up to a 200% increased mobile success rate if a site is
mobile optimised.
Jason Potts,
Think Consulting
@robmcallen 44

45. TWO APPROACHES FOR MOBILE
• Separate website • Mobile-optimized site
- m.mysite.org - Use existing content
- Subset of content - Use existing site
• Pros structure
- Easy to build • Pros
• Cons - Once set up, it just works
- Consistent links
- Inconsistent links
- Mobile website are good
- Constantly have to think
websites
about it
• Cons
- Harder to set up
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46. HOW?
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47. M A R K U P P E R S P E C T I V E - L AY O U T
<div>
logo logo
</div>
<div>
nav nav
</div>
<div>
primary content Primary content
</div>
<div>
secondary content Secondary content
</div>
<div>
footer footer
</div>
<div>
quick links Quick Links (SEO)
</div>
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48. D E S K T O P PA G E
• CSS applied
logo
to structure
layout divs
Secondar
nav Primary content
y content
footer
Quick links
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49. M O B I L E PA G E
• CSS Change to Logo
rearrange
content
Nav
Primary content
Secondary content
footer
Quick links
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50. M O B I L E PA G E
• CSS Change to Logo alt. lo-res logo
rearrange
content
Nav alt. mobile nav
• Serve up some
alternative
content
• Remove a
content pane Primary content
Secondary content
footer
Quick links
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51. RESPONSIVE WEB DESIGN
12/24/2012 51 51

52. Exercise
Think about a Mobile strategy
1. Who are your Audience?
2. What are they doing?
3. Could you expand your audience?
4. What method would have most impact?
5. What is stopping you?
6. How would you measure success?
7. Can you assess the impact?
8. What could happen if you don’t do this?
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53. QUESTIONS?
Robert McAllen
Blackbaud
@robmcallen
Robert.mcallen@blackbaud.co.uk
@robmcallen 53