Mobile Impact 301: How to Raise More Money Via Mobile June 19, 2014

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Mobile Impact 301: How to Raise More Money Via Mobile With Tanya Urschel, PayPal And Caryn Stein, Network for Good June 19, 2014

Presenters Assisting with chat: Ale Bezdikian, TechSoup Becky Wiegand Webinar Program Manager TechSoup Caryn Stein VP, Communications and Content Network for Good Tanya Urschel Nonprofit Engagement Manager PayPal

Introduction to TechSoup and mobile series Participant poll – Your mobile activities How we define “mobile” Why mobile is important for fundraising Engaging donors in mobile Optimizing the mobile donation experience Q&A Today’s Agenda:

TechSoup is a 501(c)(3) nonprofit with a clear focus: connecting fellow nonprofits, charities, public libraries, and foundations with tech products and services, plus learning resources to make informed decisions about technology. Who Is TechSoup?

Since 1987, TechSoup donation programs have served more than 210,000 charitable organizations. We’ve distributed more than 11 million software and hardware donations and enabled recipients to save more than US$3.75 billion in IT expenses in 60+ countries around the world. We reach more than 400,000 nonprofit, library, and philanthropy subscribers in the United States with our newsletters each year.

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What is your organization currently doing on mobile? – Mobile-optimized website – Responsive design – Created your own app(s) – QR codes – Text-to-give campaigns – None of the above – All of the above Participant Poll

Mobile Impact Sponsors

Mobile Impact Partners

How to Raise More Money via Mobile

What we mean by mobile

Mobile web vs. apps/text to give

Pros Most used Easy to find and access Easier/cheaper to make changes Compatibility with browsers and devices Cons Need internet connection Sometimes not convenient to enter credit card info Mobile Web

Why Mobile Matters for Fundraising

More and more devices… Source: February 2014 Cisco Visual Networking Index study of global mobile data traffic.study of global mobile data traffic. …more and more opportunity.

It’s a mobile world. Source: February 2014 Cisco Visual Networking Index study of global mobile data traffic.study of global mobile data traffic. By the end of 2014, the number of mobile-connected devices will exceed the number of people on earth!

Smartphone proliferation Source: January 2014 Pew Research Center Mobile Technology Fact SheetMobile Technology Fact Sheet 58% of American adults have a smartphone 42% of American adults own a tablet computer 34% of mobile users go online mostly using their phones

What this means now Source: Walker Sands Mobile Website Traffic Report Q1 2014Walker Sands Mobile Website Traffic Report Q Campaign estimates: PayPal

Nonprofit Mobile Growth 7% 3% 204% Increase YOY NPO Mobile Transactions 2012 Percent of Mobile transactions: %10% Nonprofits All PayPal

Engaging Donors in a Mobile World

How people experience your cause Source: 2014 Nielsen Digital Consumer Report; 2013 Constant Contact2014 Nielsen Digital Consumer ReportConstant Contact The average adult in the U.S. spends an average of 34 hours per month on their smartphone. 66% of consumers over 60 open s on a mobile device.

You’re mobile already! Source: Q Movable InkMovable Ink

Your supporters have ample opportunity to interact with you via mobile

Mobile can keep donors in the moment of giving

Mobile can make giving fast and easy

Mobile can leverage a sense of urgency

Optimizing the Donation Experience for Mobile

See where you stand! Use Google Analytics to see what % of visitors are coming from a mobile device. See how you look! Try to read s, visit your site, and give on a mobile device. How to get started

Name a mobile champion within your organization Work with them to determine what to fix first—focus on what has the most impact –We suggest your donation page! What are best practices for donations? Set your mobile priorities

The Best User Experience Maximum page load 3-5 seconds Minimize data entry and scrolling Make sure links and buttons are large enough to click on small screens Place donate button at top & bottom of each page Offer PayPal as a payment option 34

Build the User Experience Make completing the donation fast and easy – Use auto-populate functionality when possible – Provide ‘progress bar’ Allow users to complete donation without logging in or creating an account Keep the design simple and clean: don’t try to display the contents of your entire website on a mobile device 35

Retail: Just Browsing Costs more than expected –Shipping, tax, cheaper elsewhere, coupon search Difficult Payment Process –Too many fields and steps, – Hard to read/enter on mobile, couldn’t find preferred payment option Giving: Weak Emotional Impact Call to action not clear –Give, sign up, advocate? Difficult Payment Process –Too many fields and steps, –Hard to read/enter on mobile, couldn’t find preferred payment option Form Abandonment Reasons

Increase completed donations Lower interaction frustration Increase chances of future engagement and giving 34% increase in mobile conversion (over other payment types) with PayPal in A/B testing * Impact of mobile optimized donation flow

39 Best practices, applied. #nonprofit911

PAY BY PAYPAL (Best): PAY BY CREDIT CARD:

The full spectrum of mobile

BetterWorld Wireless Program Through TechSoup

The BetterWorld Wireless donation program at TechSoup provides access to discounted mobile services and devices to eligible nonprofit organizations, charities, and public libraries throughout the United States.BetterWorld Wireless Employees of eligible organizations, volunteers, and employees' family members can also participate in the BetterWorld Wireless program. BetterWorld Wireless

Additional Mobile Programs Connect2giveConnect2give mobile marketing, donation, and website services PayAnywherePayAnywhere mobile payment processing Guide by Cell Guide by Cell mobile- optimized website service CDICDI recertified tablets Mobile Beacon Mobile Beacon mobile broadband and hotspots

Q & A Please type your questions in the chat window. Continue the conversation in TechSoup’s Mobile and Wireless Community Forum:

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