The following blog post is by Michael Sabat. Michael is the VP of Account Management and Business Development at Mobile Commons. He has worked there for 3 and a half years and has helped clients launch hundreds of campaigns. Mobile Commons is a Convio partner and they have just launched Mobile Advocate - A new product integrated with Convio Luminate and designed to drive targeted advocacy phone calls from the web or SMS. Michael can be reached at email@example.com and general inquiries can be sent to firstname.lastname@example.org.
Mobile campaigns can be extremely valuable for organizations, and the best news is that you don't need to be chasing the newest technology. The most effective mobile campaigns utilize the more mature technologies that we all use daily - text messaging, phone calls and even the mobile web. Campaigns can be quite different, but we've found a number of small steps that are very valuable to organizations starting out with mobile. Today I'm going to share the first 5 steps recommended for organizations getting started with mobile.
As with any communication channel there are a millions of questions that can come up. So the most important first step may be to find someone knowledgeable that you can ask questions. We'd love that to be Mobile Commons.
Last week at the Convio Summit, discussions of how to get started with mobile abounded. Mobile-savvy nonprofits inspired many of us with their interesting apps, from PETA’s mobile advocacy center to the Lance Armstrong Foundation’s collaborative BOOM app (in concert with Nike) to the Central Park Conservancy’s Insider’s Guide to the Park.
Sure, I’m as much of an app-aholic as the next smartphoner – even willing to pay for apps that deliver great charity content or interesting ways to get involved, particularly for causes I’m passionate about. Having just written a guide for nonprofits on getting started with mobile (co-authored with fellow Convian Lacey Kruger), I am also a realist with an argument to make, which is this:
Until your org has a strong, successful mobile-friendly version of your site available, offering a downloadable app shouldn’t even be on your radar screen.
To be even a bit more (kindly) cantankerous, I’d also say that any time you have a great new idea for an app, it’s worth contemplating first whether this service, or feature, or program could instead be delivered as a (non-app) mobile site.
Here’s the thing: Mobile strategy is, of course, tightly tied to your overarching engagement strategy, and it’s certainly a critical online channel (and as smartphone usage skyrockets around the globe, some are even predicting that mobile will become the online channel, surpassing desktop Web browsing). Despite this, an NTEN survey last year revealed that only 16% of orgs will have invested in a mobile version of their website in 2011, whereas 90% will have an email and social media strategy, and 19% will develop apps.
This means that nonprofits across the board are actively planning to drive traffic to their websites, their campaigns, their social media presences – without, in most cases, accounting for the fact that anywhere between 2% and 40% of constituents could be accessing their content and taking action on a handheld device. (For nonprofits with international constituencies, expect those numbers to be far higher in many countries.)
While mobile websites may not be as sexy as apps or sophisticated mobile engagement tactics like text-to-give, we consider having a mobile-optimized version of your Web presence and major campaigns or programs to be the foundation for effective campaigning – even effective email marketing.
My friend Lara Koch, whose full-time job at Humane Society of the United States is to own the organization’s mobile presence, has a policy on this: “If we direct people anywhere in a way they may use their mobile device, where we send them must be mobile-optimized. No exceptions.”
Bottom line: If your organization hasn’t invested in creating a mobile presence, but you’re thinking about campaign strategy for 2012, consider putting a mobile website foray at the top of your list. In many cases, you can develop a basic mobile site and optimize much of your content for mobile displays for $10,000 - $15,000, and then evolve your mobile presence iteratively over time, as you see how it performs and hear from your constituents. (For some contrast, developing a mobile app can run you $20,000 - $30,000 or more, considering the need to develop for multiple smartphone operating systems and browsers – and that doesn’t count paying for updates and iterations, provided that like most nonprofits, you don’t have an app developer on staff. And for mobile donations via iPhones and iPads, expect that Apple will take a 30% cut of your transactions.)
Wondering how to get started with mobilizing your main site, or a campaign or program? Or how to convince an app-happy exec to first pursue a mobile presence? Or how to even know if the investment will be worth it for your org?
Check out our Guide to the Mobile Web. If you’ve got an hour to spare next Thursday, October 20, I’d love to have you at a webinar on this very topic: Mobile Touches Everything. Or if you’re a mobile-ophile who just wants to talk shop, drop me a line!
Today LinkedIn announced the availability of company page status updates. As you might suspect, this works much in the same way you would personally post a LinkedIn status update or the way you would post a Facebook company status update. It’s fairly straight-forward.
The only thing that’s even a little tricky is in the set-up. Though you may not know it, LinkedIn defaults to letting every employee be a page admin. However to activate the status update feature, you have to have designated admins.
Here’s how to do that:
There’s two important things to note for number five. First, you can only make people you are connected with admins. This might require you to expand your LinkedIn network a little. And second, now you have to decide who in your organization should have admin abilities.
A few ideas for admins include:
Learn more about the new company page status updates with this video. Happy updating!
The following post is by Andrew Magnuson. Andrew is a Senior Consultant on the Convio Strategy Team, who has been working to help make Convio clients successful for the past seven years.
I wanted to take a moment to recognize one of the recent winners of Convio’s Innovator Awards – the National Partnership for Women and Families. Not only are they a great organization with a great campaign success story under their belt, but they are a perfect example of what integrated marketing looks like when done right.
“Integrated marketing” is an ill-defined term that often has many interpretations. It’s a bit like world peace, in that everyone agrees it’s a good thing, but nobody really knows what it looks like. Although any organization might have several different interpretations of what this can be (and indeed there is no single methodology for success), I wanted to point out the specific, replicable things that make this campaign great and that any organization can use despite staff size, budget, or sophistication.
First, a bit of background on the campaign. Betty Dukes was a Wal-Mart employee who in 2000 filed the largest class-action civil rights lawsuit in U.S. history, charging Wal-Mart with discriminating against women in violation of Title VII of the Civil Rights Act of 1964. By last summer the case was in the Supreme Court.
The National Partnership for Women and Families saw a great opportunity to not only show public support for Betty, but to use this high-profile case to promote awareness and support for the Paycheck Fairness Act. To this end, NPWF kicked off a four-month campaign to do just that.
Here’s where it gets interesting. In addition to sending out advocacy emails, they also used advanced segmentation to identify individuals on their housefile who would be their most likely supporters. On top of this, they applied passive interest tagging on their donation forms, action alerts, and surveys to “listen” for the folks who were motivated by this issue, then provided those individuals with further, deeper actions they could take.
Next, they offered supporters to submit a personal message of support to Betty, which they promised would be printed, bound, and delivered in person. This provided supporters with an easy, tangible means of making an impact, which further strengthens their relationship with the organization and providing an even deeper connection with this issue.
In addition to rallies held at the capital, they provided other ways for Non-D.C. residents to participate. They created a Facebook fan page and solicited rally banner slogans. They offered pins with the “Right Over Might” slogan for people to purchase and wear.
Finally, they taped the emotional delivery of the book of messages of support, and turned it into a YouTube video that was sent to supporters so that they could see the direct impact of their contribution (in a terrifically savvy maneuver, the video was posted above a donation form before being distributed to supporters). All of this was done within a context of heavy social media use, which helped to keep supporters up to date and “in the fight” for the duration of the campaign.
Pretty nice, right? Now for the takeways – here are the things we learned about what we can all do to make our campaigns more effective:
Overall, this was a deftly managed campaign, and well worthy of Best Online Campaign Innovator Award. And lucky for us, it also demonstrates tactics we can all use and learn from, even if the way they are used will certainly differ between our varying organizations and causes.
Convio Summit provides attendees with many cool experiences, inspirational stories and fun moments. And as much as I love optimized donation forms, custom reporting and APIs, I think this moment with Kris and Nate is my favorite.
We love you too! Happy anniversary y'all!
Subscribe to receive posts via email:
Get answers to product questions, join "Birds of a Feather" discussions and more. Join the Online Community
Alltop - Nonprofit
A Small Change
Bob Ottenhoff's Blog
Donor Power Blog
Future Leaders in Philanthropy
Katya's Nonprofit Marketing Blog
Kivi’s Nonprofit Communications Blog
Nonprofit Law Prof
Pamela’s Grant Blog
Sea Change Strategies
Zen and the Art of Nonprofit Technology