Do you remember the days when people would talk about mobile strategies and immediately everyone thought "text messaging?" Well, times have changed—and mobile marketing includes so much more than text. Why? Yes, there are a lot of devices out there, but it is also because consumers are using these devices to research, engage, buy, inform and so much more. Don't believe me? Here are some stats from our friends at MobileCause.
- 60 percent of web searches happen on mobile
- 66 percent of emails are read on mobile
- 72 percent of web page views are on mobile
- 79 percent of social media traffic is on mobile
- 88 percent of smartphones use apps everyday
- 99 percent of text messages are read
While other channels are still critical components of an overall marketing plan to all generations, having a solid mobile strategy is growing in importance to ensure your organization does not miss out on opportunities to communicate.
- Mobile phone adoption for U.S. adults is 95.5 percent
- Smartphone adoption for U.S. adults is 81 percent
- Smartphone adoption for U.S. Millennials is 85.5 percent
- Landline abandon rate is 40 percent since 2014
- Every year 14 percent of Americans change their mailing address
And, if you are thinking, "But fundraising and nonprofit communication is different," here's some more proof from MobileCause:
- 75 percent of donors research websites before donating to a nonprofit organization
- 47 percent of donors visited multiple websites before giving
- 45 percent of mobile researchers donate via mobile
- 57 percent made a donation after watching a video
- 84 percent of nonprofits do not have a mobile friendly website (which is especially problematic based on my last blog teasing apart the changes to Google's search algorithm and how it will prioritize mobile friendly websites over those that aren't)
Now, remember how I started this post? I talked about how mobile was much bigger today than just "texting"—well, in reality, I think many of us in the industry have worked hard to ensure our digital communication is ready for multiple devices (tablets, smartphones, etc.). So, let's return to texting. I'm officially worried about our industry's approach to texting. Why? My personal opinion is that many years ago texting was perceived to be "text-to-give," and if an organization tested it (and it didn't work) many marketers put text communication on the back burner and focused on email, social media, etc. I'm not blaming text-to-give but, in reality—in the early going when a lot of organizations were curious about it—it didn't work as well as we wanted, and on top of that, it brought in a very different donor than we were used to seeing (and cultivating). Well, I'm here to say that times have changed. Just a few more stats to consider:
- 99 percent of text messages are read (14 percent of emails are read)
- 90 percent of text messages are read within three minutes
- 70 percent of donors report that texts are a good way for nonprofits to get their attention
- 62 percent of donors report they would like to use text to communicate with organizations
- Subscribers are 5 times more likely to respond to a text than an email
- Mobile subscriptions grew at double the rate as email subscriptions last year
- Subscribers are 3.5 times more likely tap a link in a text than click a link in an email
Convinced now? OK, so let's talk about what good texting looks like:
- Similar to email, it is critical to get your constituents to agree to communicate with you via text. Of course, the stats above say that they are already interested in doing that, and based on readership stats you should absolutely be interested in doing it.
- Texting cannot be just text-to-give—remember, this is just another communication channel and the rules about creating relationships, exchanges and a two-way dialog are still in play.
- However, don't forget the call to action. I'm not trying to confuse—but remember, a call to action is not only about getting money. Consumers do want you to tell them what you need in clear and concise terms, but you must be engaging and compelling.
- Make sure your text strategy and the content is promoted across multiple digital channels.
- Don't be afraid to use video, pictures and stories once someone clicks through from a text. But the text will need to be entertaining if you expect your donors to continue the conversation past the text message itself.
- I know we all use control offers in other channels, but your text messages must be different. Don't send the same offer over and over—you need to make each text of value to the reader—and that means thinking through the conversation you want to have over multiple texts. What is the story you want to be telling them. You can't do it all in one text, so make sure you keep the conversation going.
- Don't forget segmentation. You may want to leave this along the wayside, but don't. If your universe of constituents who have opted-in for text messaging is big enough, you should be creating your content based on what you know about how these people are engaging with your brand. Remember, these are not just cell numbers—they are your constituents.
- Last but not least, make sure you are following all current regulations. The last thing you want is to get fined because you break the rules and don't use the right disclaimers, don't get permission, etc.
What are you waiting for?
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- Mobile
- NonProfit Pro
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.