It’s a fact: Mobile is not just for text donations anymore.
While many organizations may just be dipping their fundraising toes in the text giving waters, our latest study shows that mobile is increasingly a desired tool by your supporters -- not just for donations but for additional types of donor engagement. The biggest changes from 2012 to 2013 we saw in text donor attitudes in our latest survey about mobile communication, came from donors wanting additional information – and not just about donations.
How often do your supporters tell you that they want to hear more from you? What impact are your social media efforts having on fundraising? Which solicitation methods leave your donors feeling great?
Our 2013 annual mGive Text Donation Study provides the answer to these questions and shows that text donations remain an overwhelmingly positive experience for donors. Supporters are increasingly finding out about text donation campaigns through social media. In addition, donors want to get more information about you through text messaging.
Here are some of the key takeaway points from our 2013 Text Donation Study:
More donors are hearing about text donation campaigns via social media. Social media is second only to TV or radio as the method by which respondents reported hearing about text campaigns. In fact, social media as a source for text campaign information rose six points to nearly 28 percent from 2012 to 2013. Email as a source of information about text campaigns continues to drop, falling from more than 60 percent in 2011 to 11.5 percent in 2013.
Cause marketing works. Cause sponsorship is expected to grow to $1.78 billion in 2013, a projected increase of 4.8 percent over 2012 (IEG Sponsorship report). Corporations want to harness their power for social good (and they know consumers reward those who do – there was a 39 percent increase in consumers who said they “would recommend” a cause related brand in 2012, according to Cause Marketing Forum) and non-profits welcome the added resources and credibility offered by a corporate brand.
Jenifer Snyder, Executive Director of The mGive Foundation, recently took on the challenge of this month's Nonprofit Blog Carnival - to write a letter to Board members about something that drives her crazy... with a Dr. Seuss feel.
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.
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
You’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.
To 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.
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.
Good 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.