"10 Principles of Fundraising... with a Mobile Twist" is part one of a five part series on how mobile and fundraising work hand-in-hand.
The perfect fundraising effort has many components. Leave an element out and your final result may not be what you expect. Learn to perfect each of these 10 must-have steps and your efforts will yield better results every time.
Step 1: Determine your target
There are many good causes for people to support and even more people who support them. That’s why your effort needs to be targeted. Find a way to segment all the people who support your cause. Segment by who is giving, when they gave, the information they gave – even their support of a specific goal of a specific fundraising effort. With that information, you’ll develop a better message that speaks directly to these people.
mTip: Two numbers follow people throughout life – social security numbers and mobile phone numbers. Mobile numbers are a valuable way to understand more about your supporters. So start building your mobile database now, even if you won’t be executing a campaign immediately. A mobile strategy can revitalize a database and keep your organization top-of mind.
Step 2: Start the conversation
Nobody knows how much you’ve accomplished around your mission and what your goals are better than your organization. Find a way to speak to your supporters, but more importantly find all the ways to speak to your supporters. If you don’t talk to them, the likelihood of them talking to you is far less.
mTip: Mobile empowers you to speak to your supporters through an extremely personal device. Americans have their phone within arm’s reach 19 hours per day and 85% of text messages are read within 15 minutes of receipt – this is a much higher response rate than email!
Stay Tuned: Next week we'll share part 2 of 10 Principles of Fundraising with a Mobile Twist.
Cassie Bair is the VP of Marketing at Mobile Accord. Cassie has worked with multiple nonprofits leading marketing, strategic partnership and cause marketing initiatives. mGive, a Mobile Accord service, educates, engages and empowers nonprofits and their stakeholders through our groundbreaking utilization of SMS (text message) technology. Contact Cassie on Twitter (@Bairings) or by texting CASSIE to 50555. Message and Data rates may apply. For full terms visit www.mGive.com/E.