Share Our Strength’s Mobile Fundraising Strategy Jason Wilson, Associate Director of Digital Communications Share Our Strength - Washington, DC Jason Wilson, Associate Director of Digital Communications Share Our Strength - Washington, DC

What’s in this presentation 2 Visitors coming from mobile should surpass desktop traffic by mid-2014  Overview of our mobile experience and connections to fundraising  Why it’s so important to test everything  Why we have ditched text to give  How we plan our end of year campaign for success  Overview of our mobile experience and connections to fundraising  Why it’s so important to test everything  Why we have ditched text to give  How we plan our end of year campaign for success

Mobile matters – mobile IS the Web 3 Visitors coming from mobile should surpass desktop traffic by mid-2014 Worldwide data source – KCPB 2013 Internet Trends (

No Kid Hungry’s mobile user experience Holiday Season Other Times of The Year 4 Different styles based on the time of year

Donation Page Testing 5 Using testing, we’ve increased our conversion percentage on donation pages to nearly 25%. A (control) conversion rate: 21.2% B (2-column version) 10.5% conversion lift C (cleaner, 2-column) 22.5% conversion lift

Mobile donation page experience 6 What does this look like on mobile? What are the best practices for us?  Make it “thumb friendly”  Larger buttons  The fewer fields, the better  Limit the amount of text  Plenty of space between fields  If your supporter is donating via mobile device, customize follow up communication What are the best practices for us?  Make it “thumb friendly”  Larger buttons  The fewer fields, the better  Limit the amount of text  Plenty of space between fields  If your supporter is donating via mobile device, customize follow up communication

Food Network case study Does driving people to make donation through text-to-give do better than driving people to a mobile-friendly donation page in non-disaster scenarios? 7

Food Network: Holiday times the amount of money raised from ads linking to mobile-friendly donation page vs. text to give. How’d we do?  Text To Give: $12,490 raised from 1,249 gifts  Links Driving to Mobile-friendly page: $88,697 raised from 1,247gifts Other benefits:  We received all donor information  About 30% of text to give donations never make it through  We don’t have to wait 3 months for the gifts to come in How’d we do?  Text To Give: $12,490 raised from 1,249 gifts  Links Driving to Mobile-friendly page: $88,697 raised from 1,247gifts Other benefits:  We received all donor information  About 30% of text to give donations never make it through  We don’t have to wait 3 months for the gifts to come in What was the promotion? In simplest terms: This… vs. This.

End of year fundraising 9 Rules we live by for end of year planning  Make it simple  Know your supporters – who is on your list? Are they donors already?  Test! Time of day, time of week, cultivation with appeal thrown in, celebrity inclusion  Reference earlier conversations with your supporters  Always include sharing options Rules we live by for end of year planning  Make it simple  Know your supporters – who is on your list? Are they donors already?  Test! Time of day, time of week, cultivation with appeal thrown in, celebrity inclusion  Reference earlier conversations with your supporters  Always include sharing options Simple Message Planning Find a sample editorial calendar at calendar-sample.xlsx calendar-sample.xlsx

Specific plans around end of year texting 10 How the campaign breaks out  Number of sends: 5 in 6 weeks  What are we testing  Time of the day  Day of the week  Send immediately before vs. after  Using celebrity name in message  Suggesting a donation amount in the message  Number of groups: 3 How the campaign breaks out  Number of sends: 5 in 6 weeks  What are we testing  Time of the day  Day of the week  Send immediately before vs. after  Using celebrity name in message  Suggesting a donation amount in the message  Number of groups: 3 How we plan our text messaging 1.Develop a campaign strategy 2.Develop messaging 3.Base timing and messaging of texts on the messaging

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