You know the world is going mobile, it’s 345 million subscribers strong in the U.S. You see it every day with your constituents, your friends and even yourself. But how do you channel that power for your nonprofit?
Last week, Angela Whaley, director of client experience and Brigette Swartz, senior mobile campaign strategist joined Yosuke Carter, marketing manager, for a webinar on the 5 Steps to Successfully Launch Your Mobile Initiative.
Here is a quick recap if you missed it, or just need a refresher!
Mobile initiatives commonly fail for three reasons:
- Not knowing mobile’s full potential. Mobile is meant to enhance all your communication channels not cannibalize them - don’t keep mobile hidden!
- No leadership buy-in. Text engagement and fundraising is still new to the nonprofit world. Download the 2013 mGive Text Donation Study, and use the voices of 20,000 text donor respondents to help your leadership see the value of an integrated mobile approach.
- Poor strategy and execution. Mobile isn’t a magic bullet, you have to create a strategy and measure it just like any other channel. One call-to-action is not enough.
Use mobile to amplify your other communication channels. Build relationships with your donors and supporters to cultivate them through the mGive advocate lifecycle.
mTip: Add an optional mobile number field to all contact forms, but only add a text message opt-in check box if you are planning on communicating via text. Regardless, individuals are keeping their mobile number much longer than any other piece of contact information.
So, how do you maximize results with mobile?
- Set SMART goals:
Measurable- How will you evaluate and demonstrate value?
Achievable- Goals should challenge you, but be attainable.
Relevant- How are your goals aligned with your objectives?
Timely- Include deadlines for your goals.
- Establish benchmark performance and metrics. It’s better to measure and know than to not measure and not know.
- A/B testing. Don’t just assume your know what your audience wants to hear about, test so you are sending them the most relevant information.
- Track sources of cross-channel acquisitions and donations. Do you know if a mobile supporter has donated online or attended any of your events?
Now that we have looked at common reasons mobile campaigns fail and how to succeed, here are five steps to successfully launch your mobile campaign.
- Get leadership buy-in and support.
- Assess your current resources.
- Set SMART goals.
- Develop a strategy and plan.
- Measure and analyze.
Stay tuned for our next webinar coming up January 15th with WealthEngine.