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Marketing for Good

Discovering and analyzing emerging media used by nonprofits

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November 2015

Mobile Giving – Increasing Fundraising Through Mobile Efforts

With the population ever increasingly becoming more attached to their phones it is no wonder that nonprofits are now harnessing the power of mobile technology to help in their fundraising efforts. Through responsive websites, apps, and texting, non-profits are getting their message directly to their target audiences and allowing them to streamline the donation process ensuring a higher volume of funds collected for their endeavors.

Donors are found to be 34% more likely to give if they can do so on a responsive website. A mobile option such as a responsive, easy to navigate, user-friendly website with plenty of “calls to actions” allows donors to act more impulsively and quickly go through the act of donating. In addition to responsive websites, non-profits have found great success with text based giving.

You see it after natural catastrophes and on commercials for various charities, the call to action to “Text now to donate.” The request is followed by an easy to remember number or word/number combo that you can text to donate a pre-determined amount to the charity of your choosing. The Pew Research Center states that The ability to send small donations using mobile phones facilitates “impulse giving” in response to moving images or events. One of the most successful text based fundraising campaigns was that done by the Red Cross to aid Haiti after the devastating earthquake of 2010, $43 million dollars were raised by text donation alone.

One of the most valuable things your non-profit can invest in is developing your mobile strategy. If potential donors hear about your organization chances are they are immediately going to Google you on their phones, be sure that the information they find will be easily accessible! Further more you must engage your potential and reoccurring donors by going to where they are – their phones!

Still not sure about mobile giving? mGive breaks the benefits of mobile giving down for you following their 2013 study on the subject:

Mobile Giving
Mobile Giving
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Your Nonprofit Needs to Get Social

Even though social media is part of 73% of adult’s everyday life, the medium is still a mystery to many when it comes to spreading a brand or organization’s message. It is necessary for organizations to harness the power of social media to reach people and grow awareness for their causes.

Luckily, non-profits have caught on, with their time on social media and budgets both being on the rise. Vertical Response has made this handy dandy infograph to better explain how and where non-profits are investing in social media:
Non-Profits-Social-Spending-Infographic-vfinal

What is most interesting about Vertical Responses’ infograph is the highest amount of time non-profits spend on social media is spent looking for content to post. So what are practices your non-profit can put into place to make use you get the most out of your time and budget when it comes to content?

Create a Personalized News Feed.
Using RSS feeds (such as the one provided by Google), you can be alerted to news stories relevant to your cause. In setting up this personalized news experience you can eliminate time spent searching for those articles on your own, your RSS feed does it for you! In turn, you can share those news stories most relevant to your cause on your social media channels allowing followers to share the content and also your organization social media page with their friends and followers.

Create Your Own Media
People love pictures and video, and it has been proven over and over again that social media posts involving media see higher engagement among social media users. Show video of your organization in action; show pictures of your events, and the results of your efforts! People will comment, like and share your posts and your message for you!

Share Your Story
Chances are you got involved with your cause because you were passionate about it. Now show that passion online! People react to passion; share your organization’s history and story of why you do what you do. Tell about the impact your organization is having on your community and what you hope to achieve. And also don’t be afraid to talk about how working at your organization has impacted and changed your life personally.

While there are a number of ways non-profits can utilize social media, it is hard to know where to start, hopefully these few tips will help get you started!

Designing a Well Designed and Trustworthy Website for Your Organization

Your website is the digital face of your organization or campaign. Though funds may be lower than desired for your web design, this is not an area where you should skimp when it comes to price or time. Well designed sites are more trustworthy. People are more likely to stay on your site and learn your story as well as contribute financially if they feel they can trust your organization.

Our tips for a well designed site: 

Keep it Simple

  • Don’t clutter your site with tons of random pictures,
  • Use no more than 3 fonts (only use 2 if you can get away with it)
  • Don’t go crazy with your color scheme. Your scheme and palette should reflect your mood as an organization. Need ideas? Adobe can help you with that
  • Make sure your navigation easily to both find and use.

Show Your Purpose

Why do you want people to get involved in your organization? Why should they donate? Put this information up front and center, don’t hide it away!

Keep Your Site Current

No one likes finding outdated information when they are searching for contacts and events. Make sure your websites information is up-to-date. Being as up-to-date as possible will make your organization current and in turn visitors will be more trusting of the information you are providing.

 

And don’t forget, as this is your organization digital “face,” to show off your personality!

Engaging Socially Responsible Teens

Any marketer will tell you, the teen market is huge. They have a big influence on their peers and spread brand awareness and loyalty like wildfire through social media. What if nonprofits could tap into this over-sharing peer influencing market to boost awareness about their causes? They need to look no further than the highly successful truth campaign. The truth anti-tobacco campaign started 1999 by the American Legacy Foundation (now called the truth initiative) to help inspire teens to both stop smoking and never start smoking. By raising the awareness of the dangers of smoking as well as exposing big tobacco companies not so ethical backgrounds, the truth initiative states that teen smoking is down from 28% in 2000 to 9% in 2014. Their newest campaign #FINISHIT seeks to end teenage smoking once and for all.

So how does truth reach teenagers? They go to where they are. truth is very active on facebook (2 million followers) twitter (121k followers) and instagram (35k followers) engaging followers in their hashtag campaigns, such as #FINISHIT, to spread awareness.

truth has commercials are all over MTV, ABC Family, and CW, where some of todays most popular teenage programming airs. truth also uses celebrities teenagers recognize, like vine and youtube stars to get their message across with one emotion teenagers love to share- humor:

These videos have millions of hits and have been shared thousands of times! What a way to get your message across!

The truth anti-tobacco campaign is a long running one, now going on 15 years. It has survived and been amazingly effective because it has evolved with its market. Who knows what the next 15 years will hold for truth, but I’m sure they hope they won’t be needed any longer.

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Marketing for Good

Discovering and analyzing emerging media used by nonprofits