Is Mobile Giving Right for You?
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With the legendary success of the American Red Cross's text-to-give campaigns during the 2010 Haiti earthquakes, and the skyrocketing use of mobile devices, it's only natural to want to recreate that success in your own nonprofit AND establish its mobile presence. Learn what you need to seriously consider and have in place before getting into the text giving wave.
Douglas Gardner, President and CEO of Jump Market Strategies, LLC: As a consultant to the American Red Cross, Douglas is the subject matter expert behind the mobile marketing strategy and the launch of the “Text Haiti 90999” mobile fundraising campaign. Through this campaign the public donated over $32.5 million to the Haiti Relief Fund; shattering all world records for mobile fundraising and introducing the Red Cross to a new generation of philanthropists. Read more...
Jenifer Snyder, Executive Director of mGive Foundation: As Executive Director of The mGive Foundation, Jenifer is dedicated to expanding the scope and reach of the mobile channel for social good. She brings years of leadership experience in the mobile industry to the position. Previously, Jenifer was a founder and General Counsel for 9 Squared, Inc., a mobile content and services company subsequently acquired by the Zed Group. She left Zed in 2007 and started building the mobile channel for social and charitable effort, later forming The mGive Foundation.
- This year might see changes in text giving rules re: $500K minimum fundraising revenue and donation amounts.
- Understand how text messages will fit into your overall digital communications strategy and have organization-wide support for the medium. It needs to be woven into everything that you do.
- Texts have 97% open rate, with 85% read with in the first 15 minutes.
- The real question to ask is: Is mobile right for my donors, volunteers, service beneficiaries, etc.?
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