John Brian McCarthyMcCarthy Interactive Marketing

Mobile Commons WebinarNovember 13, 2013

Adding Mobile to your Holiday Fundraising

•Goals•Timing•Testing•Quick tips•Questions

Overview

Goals

Email conversionDirect mailMove premiumMobile-friendly web formText-to-donate

Goals

Reliable donors:Donation amountRecruit friends

Goals

Sporadic donors:Lock in earlyFind trigger point

Goals

Non-donorsGet first giftRecruit friends

Goals

New subscribersSell organization valueWhy join?Start holiday tradition

Goals

Acceptable unsubscribe rateCost of acquisitionPlans for replacementWatch who’s leaving

Goals

Timing

Pre-ThanksgivingCultivationClear the runway

Timing

ThanksgivingConnect to missionThank for support

Timing

Post-ThanksgivingBlack FridayGiving TuesdayIn-between

Timing

Early December1 ask/weekPremium shipped by XMas

Timing

ChristmasTY message or nothing

Timing

Late DecemberNear deadline(C)(3) and taxes

Timing

New Year’s EveLast chance!Thank donors

Timing

New Year’s DayThank you!Give them a break

Timing

Reliable donors Sporadic donors Non-donors New subs

Pre-Thanksgiving

Thanksgiving

Post-Thanksgiving

December week 1

December week 2

December week 3

December week 5

New Year’s Eve

New Year’s Day Thank you! Thank you! Thank you! Thank you!

Timing

Testing

Expand the matrix

But…Watch statistical significance

Testing

Testing

Find your break points

Testing

Test BIG things

Testing

Accept the probability of failure

Testing

Remember what you want

Testing

QA each test path

TestingTen tests:• Is a one-step or two step mobile donation form

better?

TestingTen tests:•How close to an email broadcast should I send a

kicker?

TestingTen tests:•What does address cost in conversion rate?

TestingTen tests:•Black Friday weekend timing

TestingTen tests:• Is a second New Year’s Eve broadcast at 10:30 pm

worth it?

TestingTen tests:•How powerful are matching gifts?

TestingTen tests:•What’s the value of a premium?

TestingTen tests:•Are users who receive an advocacy broadcast in

December more likely to donate?

TestingTen tests:•Do text-to-givers become real donors over the

next year?

TestingTen tests:• Is there real ROI on matching asks to advocacy

preferences?

TestingTen tests:•BONUS: Does sending a TY text the day after a gift

increase future giving?

Testing

Change your plan as results come in

Quick Tips

•QA everything, from broadcast to donation TY•Triage•Moderate expectations

Quick tips

Stay user-focused

Quick tips

Questions?