1. John Brian McCarthy McCarthy Interactive Marketing Mobile Commons Webinar November 13, 2013 Adding Mobile to your Holiday Fundraising

2. Goals Timing Testing Quick tips Questions Overview

3. Goals

4. Email conversion Direct mail Move premium Mobile-friendly web form Text-to-donate Goals

5. Reliable donors: Donation amount Recruit friends Goals

6. Sporadic donors: Lock in early Find trigger point Goals

7. Non-donors Get first gift Recruit friends Goals

8. New subscribers Sell organization value Why join? Start holiday tradition Goals

9. Acceptable unsubscribe rate Cost of acquisition Plans for replacement Watch who’s leaving Goals

10. Timing

11. Pre-Thanksgiving Cultivation Clear the runway Timing

12. Thanksgiving Connect to mission Thank for support Timing

13. Post-Thanksgiving Black Friday Giving Tuesday In-between Timing

14. Early December 1 ask/week Premium shipped by XMas Timing

15. Christmas TY message or nothing Timing

16. Late December Near deadline (C)(3) and taxes Timing

17. New Year’s Eve Last chance! Thank donors Timing

18. New Year’s Day Thank you! Give them a break Timing

19. Reliable donorsSporadic donorsNon-donorsNew 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 DayThank you! Timing

20. Testing

21. Expand the matrix But… Watch statistical significance Testing

22. Find your break points

23. Testing Test BIG things

24. Testing Accept the probability of failure

25. Testing Remember what you want

26. Testing QA each test path

27. Testing Ten tests: Is a one-step or two step mobile donation form better?

28. Testing Ten tests: How close to an email broadcast should I send a kicker?

29. Testing Ten tests: What does address cost in conversion rate?

30. Testing Ten tests: Black Friday weekend timing

31. Testing Ten tests: Is a second New Year’s Eve broadcast at 10:30 pm worth it?

32. Testing Ten tests: How powerful are matching gifts?

33. Testing Ten tests: What’s the value of a premium?

34. Testing Ten tests: Are users who receive an advocacy broadcast in December more likely to donate?

35. Testing Ten tests: Do text-to-givers become real donors over the next year?

36. Testing Ten tests: Is there real ROI on matching asks to advocacy preferences?

37. Testing Ten tests: BONUS: Does sending a TY text the day after a gift increase future giving?

38. Testing Change your plan as results come in

39. Quick Tips

40. QA everything, from broadcast to donation TY Triage Moderate expectations Quick tips

41. Stay user- focused Quick tips

42. Questions?