how to implement a mobile strategy for your nonprofit

@CSODFoundation @JuliaCSocial #npmobile


CSOD Foundation: Our Mission

The Cornerstone OnDemand Foundation transforms the

way people help people. Through the contribution of our

technology and talent management expertise, we strengthen

nonprofit organizations around the world by helping them

develop, engage, and empower their employees and the

people they serve.

Takeaways Mobile is exploding – what

are the implications for nonprofits?

Having a mobile strategy vs. having a mobile website

8 concrete ways your nonprofit can implement a mobile strategy


Why Mobile? In less than a year,

more of your supporters will visit your website from a mobile device than from their desktop computer.


What Is A Mobile Strategy?A mobile strategy

encompasses design, content and messaging into all channels used for marketing and fundraising – websites, emails, appeals, events, blogs and social media.


What Is A Mobile Strategy?More than just making sure that your website looks

good on mobile devices!!!!!

A great mobile strategy ensures that your supporters are getting and processing your information on their mobile devices.

Success on mobile means that your readers can do everything you want them to do on their mobile device – easily and without obstacles.


Implications for NonprofitsPew Internet found that

50% of donors are already using mobile devices to access nonprofit websites and emails.

Another 40% of those surveyed used a mobile device to make a donation.


Implications for NonprofitsWhile online giving is still

a fraction of total giving, it is the segment that is growing the fastest year after year, according to The Chronicle of Philanthropy.


Implications for NonprofitsPew Internet found

that a majority of young adults, black and Hispanic adults and low-income adults rely on their mobile devices for online access and not on desktops or laptops.


The types of content most read and shared on mobile devices are:

Valuable blog posts/articles

Shareable links

Key updates

Photos

Videos


Content must be unique, persuasive, clear, concise, heavily visual and easily digestible.

1. Create content designed for mobile

Message and CTA–

Can it be expressed in 140 characters?

Can it be expressed in a visually-compelling image?

What can you cut out?

What can you shorten?

Can this be easily shared?



Always think about your audience!

How do you consume information? When/ how do you use your phone?

Waiting in line at the grocery store, watching TV, in the bathroom.



Constant Contact found that 43% of all emails are being opened on a mobile device.

Email newsletters now should function like email blasts –short, to the point and with a clear call-to-action in the middle.


2. Overhaul your long, graphics-heavy email newsletter.

TIP: Use a single column template for your emails.

You do not want your readers to have to zoom in or scroll across.

Add more info to a mobile-friendly website or blog post and have readers click to access it.

Examples: Pajama Program, Alex’s Lemonade Stand, Strong Women, Strong Girls, Astoria Performing Arts Center (APAC)

Source: http://blogs.constantcontact.com/nonprofit-marketing-examples/


2. Overhaul your long, graphics-heavy email newsletter.

You should have one website that functions as the information hub of your organization and your most important marketing piece.

Website adapts to the screen size. More specific info: Three Steps to

Creating a Responsive Design For Your Nonprofit Website by John Haydon: http://www.johnhaydon.com/create-responsive-website-design/


3. Create your website with responsive design.

Blog headlines and email subject lines are crucial.

Infographic: http://masstransmit.com/broadcast_blog/mobile-email-from-name-and-subject-line-displays-infographic/


4. Pay attention to headlines.

Do not create huge blocks of text with no breaks.

Think short paragraphs (one sentence) and bulleted lists for emphasis.

Do not make the text too small to read on a mobile device –no smaller than size 12 font.

Make the links easy to tap or click on with a finger.


5. Use more white space.

TIP: The most effective way to encourage readers to click on links it to feature large, colorful buttons embedded into the content.


5. Use more white space.

Photos, Video (screen shot)

Make the visuals clickable links.

Make ALL images clickable links (people expect that).


6. Incorporate visuals.

What is the #1 action you want people to take with this particular email campaign?

Sign a petition? Donate a certain amount? Sign up to volunteer? Register for an event?

Feature only one call-to-action per email, blog post or other piece of content.


7. Have a very clear CTA.

Think about why people use apps – gaming, social media, email, to get a value-added service (finding the cheapest gas, coupons, Google Maps).

What would the app do that a great mobile strategy can’t do?


8. Don’t purchase a mobile app for your nonprofit - YET.

The first step on the path to an effective mobile strategy is to just do it!

It’s not about you – it’s about your audience(s).

Always make sure you are reaching your audiences where they are – not where you want them to be. And where they are is on their phones.


It’s Not About You

ResourcesJCSocialMarketing.com

JohnHaydon.com

BethKanter.org

NPTechForGood.com

NonprofitReady.org


Questions?Twitter: @JuliaCSocial

Facebook: www.facebook.com/jcsocialmarketing

Email: [email protected]


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