By Chantal Tode
October 24, 2014
A text-to-give campaign on the nonprofit’s Facebook page
WASHINGTON The Humane Society mobile communications
manager speaking at the Mobile Giving Forum talked about the important role
that social media is playing in the nonprofits mobile giving program.
The organization has been active in mobile for the past few
years and recently passed reached 57 percent of traffic to its Web site on
mobile. While text-to-give presents some challenges for nonprofits such as
that there is limited opportunity to build an on-going relationship with donors
the Humane Society has found that pairing it with social media can give
programs a nice boost.
[Hurricane] Sandy allowed us to use text-to-give to say we
need money now because of the disaster response, said Lara Koch, mobile
communications manager at The Humane Society of the United States. We were
willing to deal with the drawbacks like no donor information and not being able
to contact those people.
Then we realized that social was converting the most for
text-to-give, she said.
So many are coming
to our Web site from Facebook from their phone because of the Facebook app.
Thats why text-to-give and social are a perfect match.
The Humane Society sees 60 percent or more of the traffic to
its Facebook page coming from mobile.
Every fundraising campaign that The Humane Society does has
a mobile component.
On SMS, the nonprofit typically uses forms to drive people
to take action. There are fewer gifts but they have a higher average value and
enable the organization to collect donor information.
One reason social works so well for text-to-give is that
people are getting their breaking news on social media and via text alerts. At
the same time, text-to-give is cemented in peoples minds because of natural
disasters such as the Haiti earthquake.
We use text-to-give on social because it works, SMS and forms
tends to be the better fit, Ms. Koch said. People are on our list, we can talk
to them, we can send them to a form with a video embedded.
It is a high-touch ask, she said.
Another strategy that works for The Humane Society is ensuring that the imagery
and message are similar across every channel.
For example, the nonprofits end-of-year ask in 2013 went
out as an Instagram post and via an SMS to its list on the same day. The text
linked to a form and had mobile-optimized video embedded.
Simultaneously, the organization launched the broader
campaign on Facebook, in email and its Web site.
Ms. Koch likes to test different strategies in text
messaging and shared some interesting learnings from some of these.
On New Years Eve, the organization did a
last-chance-to-give campaign and sent out a text message once an hour to see
when the highest conversion rate would be. It was 10:30 pm.
Across multiple campaigns, the organization has also found
that questions work very well in text messages, typically converting higher
than a statement.
Going forward, the Humane Society is hoping to sustaining or
recurring gifts on social by the end of the year and then to extend this to its
SMS list next year.
The organization also uses a texting call-to-action on its
Facebook page to support various advocacy programs, such as its Meatless
Mondays recipe program, which has been running for several years.
Channel coordination is our greatest strength, Ms. Koch
This past year, we really found a sweet spot in how we are
asking people to give to us, and making sure it goes across all of our
channels, she said.
Chantal Tode is senior editor on Mobile Marketer, New York
Article source: http://feeds.mobilemarketer.com/~r/homepage-news/~3/6Uj3808QAfs/18993.html