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Mobile Communication is Key to Strong Cause Marketing Relationships

Posted by mGive Team on May 1, 2013 3:02:00 PM

Dr. Ruth, Dr. Phil and Oprah have it right: a successful relationship requires clear, effective and responsive communication. That’s true between two people, and it is certainly true when it comes to the relationships involved in cause marketing.mobile communication key to cause marketing relationships

Cause marketing grows out of the relationships between nonprofits, corporations and their various stakeholders. Communication provides the path to successful, win-win outcomes for all partners. And mobile communication in particular can strengthen those relationships and help you realize the full power of cause marketing.

Here are just some of the ways mobile communication can strengthen your cause marketing relationships and programs:

Empowers visibility and engagement in a multi-screen world

  • Text provides easy access to participation while making campaigns more relevant to mobile supporters 
  • Cell phone penetration in the U.S. is greater than 100 percent 
  • By 2014, mobile internet is predicted to take over desktop internet usage (source: Microsoft Tag, 2012)
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Topics: Strategies and Tactics, Social Good, Advanced, Mobile Marketing, Mobile Engagement

Fundraising for Charity: Solicitation

Posted by mGive Team on May 1, 2013 2:50:00 PM

fundraising for charity solicitationYou’ve done the research. You’ve identified likely supporters, the right messages, tactics and tools to win them over. You’ve cultivated relationships. And now it’s time to ask for a donation. If you have gone through all the previous principles of fundraising, you are ready to solicit.

Here is a partial list of solicitation “dos.”

Make Fundraising Easy: Look at your solicitation from the donor’s viewpoint: is it easy, convenient and does the donor control the process? These are all reasons why donors like text donations, according to the mGive 2012 Text Giving Survey. There’s no reason they shouldn’t be factors of any appeal.

Ask. And Repeat: Consider asking for donations on a recurring basis. Sometimes a one-time donation is the right thing to do. For other donors, asking for a routine or recurring donation works. For example, according to the Text Giving Study, one out of every four respondents want to have the ability to have automatic monthly recurring text donations added to their phone bill.

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Topics: Mobile Fundraising, Social Good, Advanced

mGive Case Study: Becoming a Hero by Texting for Heroes

Posted by mGive Team on May 1, 2013 1:47:00 PM

 Becoming a Hero by Texting for HeroesThe Organization Active Heroes provides financial and emotional support to veterans, active duty military and their families through community projects, challenges and fundraisers.

The Highlights

  • Active Heroes executed an mGive mobile donation campaign during the inaugural #GivingTuesday
  • Active Heroes raised $2,510 in $10 donations from one day of calls-to-action activity
  • Active Heroes activated their calls-to-action through social media using compelling imagery and stories
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Topics: Health and Social Services, Mobile Fundraising, Social Good, Intermediate, Case Study

Cultivate Fundraising Tactics to Grow Loyal Donors

Posted by mGive Team on Apr 30, 2013 1:39:00 PM

Cultivate Fundraising Tactics to Grow Loyal DonorsTo cultivate: it means to prepare for or foster growth, to encourage and to seek society or make friends. Cultivation is usually associated with gardening, but it is a fundamental principle of fundraising.

A cultivated donor is one who is more engaged, involved and whose level of support continues to grow.

Let’s look at three aspects of cultivation: using fertile “ground,” fostering growth and making it social.

Sow in Fertile Ground: A fundraising program, like a lush garden, has to be planted in fertile ground. This means conducting the research and identifying likely supporters and the best messages and media to reach them. We’ve covered that in two previous blog posts, on research and identification.

Fostering growth: It’s a competitive world, and your organization is not the only one vying for donations.

According to the 2012 Donor Engagement Survey published by Charity Dynamics and the Nonprofit Technology Network (NTEN): Most donors give to more than one charity. Nearly half of the survey respondents give a majority of their annual total donation amount to the charity to which they feel most connected.

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Topics: Mobile Fundraising, Strategies and Tactics, Social Good, Advanced

Be Authentic to Yourself, Not Gender "Role"

Posted by mGive Team on Apr 26, 2013 1:02:00 PM

By Jenifer Snyder, Executive Director of The mGive Foundation

“I was born this way,” proclaims the anthem of a current pop diva.  If you prefer a more traditional expression of that sentiment, consider, “to thine own self be true.”  But whether it’s the words of Lady GaGa or William Shakespeare that speak to you, my advice is to embrace that message and be true to who you are and not who others or our culture tell you to be.

And that advice goes double in matters of gender roles in the workplace.

I’ve never let myself be constrained by conforming to society’s norms of how a woman should act in the workplace if it wasn’t consistent to who I am as a person and my own professional values.

Long ago, I decided to shrug off how I was “supposed” to behave.  For me, this meant not listening to advice about how I was to ignore what might be considered stereotypical female behaviors.  It is more important to me to be genuine and cultivate a leadership style that plays to my strengths and fits the organization and people I lead.   Hillary Clinton and Michelle Obama offer two good examples of women who are comfortable with themselves and who embrace their own distinct approaches to gender roles.

“Which designers do you prefer?” a reporter once asked then-Secretary of State Clinton, to which she famously replied, “Would you ever ask a man that question?”  Whereas First Lady Michele Obama has appeared on the cover of Vogue, embracing her influence as a fashion trendsetter without diminishing her stature as a successful lawyer.  Both women have stellar careers forged by their own unique personalities and approaches to “traditional” gender roles.

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Topics: Strategies and Tactics, Advanced, Mobile Marketing

Identifying Ideas for Fundraising Means Identifying Who to Ask and How to Ask Them

Posted by mGive Team on Apr 24, 2013 12:55:00 PM

mGive identify resized 600Good fundraising ideas don’t just happen. And reliable, loyal donors don’t fall from the sky. If you’ve been pulling your hair out trying to determine how to raise more money with shrinking resources, perhaps it’s time to review fundamentals. Last post we discussed the first principle of fundraising – Research. Today, let’s look at the second principle: Identification.

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Topics: Mobile Fundraising, Strategies and Tactics, Advanced, Mobile Research

Luck of the Mobile: 6 Lucky Tricks to Increase Your Support Base Instantly

Posted by mGive Team on Mar 16, 2013 10:00:00 PM

mblog 6 lucky tips to increase your support base instantly 200x300 resized 600Do you have the “luck of the Irish” when it comes to using mobile to build solid relationships with supporters? Luck likely has nothing to do with it. As Obi-Wan Kenobi told a skeptical Han Solo, “In my experience, there is no such thing as luck.”

So how do you get “lucky” with mobile outreach? Relax – you don’t need to be Irish or learn the ways of the Force. Good “luck” in mobile means cultivating prospects and supporters all the time, not just when asking for a donation. “Luck” comes from sharing information and news and keeping supporters engaged in your organization.

This is a lesson that political campaigns have learned well.

According to Pew Research findings on the 2012 election cycle, nearly 90 percent of registered voters have cell phones; 75 percent of those voters use text. 45 percent of those with smartphones used them to read about election news on social networking sites.

No wonder presidential campaigns in 2012 expanded their mobile communication to include text donations, list building, geo-targeted ads, mobile web sites, apps and videos to connect with voters through their phones.

One political consultant, Paul Bremer, of Rhythm NewMedia, told Mobile Marketer that mobile has clear advantages over other forms of communications. “Mobile devices are single task in nature and lend themselves to a more immersive experience than online or TV,” he said.

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Topics: Strategies and Tactics, Social Good, Advanced, Mobile Engagement

Luck of the Mobile: Leprechauns and Rainbows Not Needed for Pot of Mobile Gold

Posted by mGive Team on Mar 14, 2013 7:42:00 AM

mGive text me im irish resized 600Ask any child what’s at the end of the rainbow and they’ll quickly say “a pot of gold,” stashed there by a tricky leprechaun.  As St. Patrick’s Day nears, as with all things Irish, imaginations turn to hidden treasures.  But, when it comes to finding the hidden prize in mobile outreach, you don’t need the luck of the Irish and a rainbow doesn’t point the way.  What you need instead is a little know-how so mobile technology can help you reach out and build better relationships with your donors and supporters.

Take, for instance, the successful integration of mobile outreach used by Mile High United Way in Denver as part of its 39th annual Turkey Trot race last Thanksgiving which attracted nearly 10,000 people.  The Turkey Trot was highly successful, and not because of luck.  Success came because Mile High United Way strategically used mobile outreach to connect with its volunteers, supporters, and also with people who were just attending, but weren’t registered with United Way previously. Mile High United Way used mobile to increase human interaction during the event and build a more lasting relationship with supporters long after it was over.

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Topics: Strategies and Tactics, Social Good, Advanced, Mobile Engagement

Year-End Wrap-up!

Posted by mGive Team on Oct 29, 2012 11:08:00 AM

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Topics: Mobile Fundraising, Social Good, Advanced

mGive Case Study: Leverage Local Media via mGive

Posted by mGive Team on Jul 9, 2012 8:10:00 PM

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Food Bank of Contra Costa and Solano is part of the Bay Area Food Banks, a collaboration of eight local food banks serving northern California counties. Collectively the Bay Area Food Banks serve 600,000 people each month who are in need of food. Food is distributed through more than 1,500 food pantries, children’s programs, shelters, soup kitchens, residential programs, and other emergency food providers.

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