Do 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.
Chris Newell, who ran the mobile outreach efforts for Hillary Clinton’s 2008 presidential primary bid, said mobile helps politicians connect with people in a more personal way. Politicians, he said, see mobile as “an immediate way to mobilize thousands of volunteers.” He pointed to a 30 percent click-through rate for texts as an example of the great response from mobile.
The same lessons can be applied to nonprofits wanting to build better relationships with their supporters. The goal is to educate, engage and empower people about a cause through use of mobile technology.
Collect mobile phone numbers as early as possible in the relationship. Give likely supporters attending your events a reason to opt-in to your mobile list. Ask them to sign up or volunteer. Ask them to sign a petition or even take a quiz.
Before your event, engage supporters by giving weather reports, attire recommendations, parking tips and other logistical information.
During the event, communicate any last-minute updates, surprise perks for registrants or “insider” information.
Afterwards, thank supporters, share emotional stories or videos about how their participation made a difference.
Include mobile options in all your supporter touch points, including printed collateral.
Make sure your website is optimized for mobile (mGive can help with that).
You don’t need the luck of the Irish to succeed at mobile communication – just build relationships with your supporters to find that pot of gold for your organization.