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Mapping Mobile Technology to Strategy
The document discusses strategies for mapping mobile technologies to nonprofit organization goals. Representatives from the American Cancer Society, American Diabetes Association, and Charity Dynamics address three questions: who is your audience, what is your message, and what is your call to action. They describe their organizations' mobile websites and apps, metrics for evaluating mobile initiatives, and lessons learned. The overall presentation provides nonprofit leaders with considerations for developing an effective mobile strategy aligned with organizational priorities and digital channels.
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Mapping Mobile Technology to Strategy
- 1. 10/7/2013 #bbcon 1 MappingMobile Technologies to Strategies PRESENTED BY DAVID BALCOM, AMERICAN CANCER SOCIETY SHANA MASTERSON, AMERICAN DIABETES ASSOCIATION DONNA WILKINS, CHARITY DYNAMICS
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- 3. 10/7/2013 #bbcon 3 DonnaWilkins CEO and Founder
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- 5. 10/7/2013 #bbcon 5 THREEQUESTIONS 1.Who is your audience? 2.What is your message? 3.What is your call to action?
- 6. 10/7/2013 #bbcon 6 WHOIS YOUR AUDIENCE?
- 7. 10/7/2013 #bbcon 7 UNIVERSITYSTUDENTS
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- 9. 10/7/2013 #bbcon 9 •Existing Audience • New Audience • Underserved Audience QUESTIONS TO CONSIDER FOR AUDIENCE
- 10. 10/7/2013 #bbcon 10 WHATIS YOUR MESSAGE?
- 11. 10/7/2013 #bbcon 11 •Simple or Complex? • Push or Pull? WHAT ARE THE CHARACTERISTICS OF YOUR MESSAGE?
- 12. 10/7/2013 #bbcon 12 SIMPLEOR COMPLEX?
- 13. 10/7/2013 #bbcon 13 PUSHOR PULL?
- 14. 10/7/2013 #bbcon 14 WHOIS YOUR CALL TO ACTION?
- 15. 10/7/2013 #bbcon 15 •Read •Share •Interact •FinancialTransaction ACTION TYPE
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- 19. 10/7/2013 #bbcon 19 MOBILEAND THE AMERICAN CANCER SOCIETY David Balcom Managing Director, Digital September 30, 2013 cancer.org
- 20. 10/7/2013 #bbcon 20 TheAmerican Cancer Society is a nationwide, community-based voluntary health organization dedicated to eliminating cancer as a major health problem. Headquartered in Atlanta, Georgia, the ACS has 11 geographic Divisions, more than 900 local offices nationwide, and a presence in more than 5,100 communities. ABOUT THE AMERICAN CANCER SOCIETY cancer.org
- 21. 10/7/2013 #bbcon 21 AlignMobile with Society Brand and Digital Channel strategies, Social, Web, Search, Email strategies STRATEGIC ALIGNMENT ACS BRAND STRATEGY DIGITAL CHANNEL STRATEGY Social Strategy Mobile Strategy Web, Search, Email Strategies stay well, get well, find cures, fight back
- 22. 10/7/2013 #bbcon 22 Mobile Web m.cancer.org m.relayforlife.org m.makingstrideswalk.org Mobile Apps MakingStrides Against Breast Cancer Relay For Life MAJOR MOBILIZATIONS
- 23. 10/7/2013 #bbcon 23 MAJORMOBILIZATIONS
- 24. 10/7/2013 #bbcon 24 •Site launched in October 2011 and Refreshed in October 2012 • Key performance indicators all show positive growth • Enthusiastic reception by ACS staff, consumers, media M.CANCER.ORG
- 25. 10/7/2013 #bbcon 25 MOBILECONTENT USAGE DIFFERS January 2013 GA Data, Page Views Desktop Rank Desktop Page www.cancer.org Mobile Page m.cancer.org Mobile Rank 1 Homepage Signs & Symptoms of Cancer 1 2 Calorie Counter Calorie Counter 2 3 Donate Homepage 3 4 Signs & Symptoms of Cancer Guide to Quitting Smoking 4 5 Learn About Cancer Index Page Learn: Lymph Nodes and Cancer 5 6 Find Support & Treatment Index Page Testicular Cancer, Signs and Problems 6 7 Guide to Quitting Smoking Espanol: Signs & Symptoms of Cancer 7 8 Employment Opportunities Donate 8 9 Espanol: Signs & Symptoms of Cancer Do I have Testicular Cancer? 9 10 Cancer Facts & Figures Learn: Ovarian Cancer Early Symptoms 10
- 26. 10/7/2013 #bbcon 26 •Information and fundraising features for both registered participants and those interested in learning about Relay • Accepts donations and allows for mobile registration • Single source publishing across multiple platforms and content owners • Seamless mobilization across two desktop environments, UCM and Blackbaud. • No additional support work for field and event staff M.RELAYFORLIFE.ORG
- 27. 10/7/2013 #bbcon 27 MAKINGSTRIDES AGAINST BREAST CANCER – FULLY MOBILIZED!
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- 29. 10/7/2013 #bbcon 29 •Shortened mobile registration – eager to learn and apply lessons across programs • Fundraising results • Comparo with former web approach • Relationship with app WHAT ARE WE EVALUATING?
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- 31. 10/7/2013 #bbcon 31 RELAYFOR LIFE APP
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- 33. 10/7/2013 #bbcon 33 MOBILEREACHES KEY DEMOGRAPHICS
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- 35. 10/7/2013 #bbcon 35 •Work from a plan • Develop a style guide • Think multi-channel • Balance mobile web and apps (everything doesn’t need an app!) • Don’t buy into responsive – unless you should • Pick a great partner. CONSIDERATIONS
- 36. 10/7/2013 #bbcon 36 AMERICANDIABETES ASSOCIATION SPECIAL EVENT MOBILE STRATEGY Shana Masterson @npshana
- 37. 10/7/2013 #bbcon 37 2012– 2015 Organizational Priorities Improve outcomes for people with diabetes and prediabetes Expand the field of diabetes research Give voice to those denied their rights because of diabetes Heighten the nation’s sense of urgency for the growing diabetes epidemic ***Build our capacity for success*** See full strategic plan: http://main.diabetes.org/dorg/PDFs/American_Diabetes_Association-2012-2015-Strategic-Plan.pdf ABOUT ADA --Total revenue for the period of 2012 – 2015 will meet or exceed $1 billion. --Achieve revenue growth for special events that will outpace that of the overall Association, fueled by accelerated growth of our signature campaigns.
- 38. 10/7/2013 #bbcon 38 SignatureCampaigns: 120 events, 120K participants 88 events, 62K participants $24M raised $26.5M raised Other Campaigns: SPECIAL EVENTS
- 39. 10/7/2013 #bbcon 39 Mobile“optimized” boutique sites – Same for mobile and tablet TeamRaiser difficult to “mobilize” Most frequent click-through: “View complete site” Donation forms optimized in Fall 2012 PRE-2013 MOBILE
- 40. 10/7/2013 #bbcon 40 Allowparticipants to fundraise on their phones! Launched 2011 Integrated with email, Facebook and Step Out/Tour center! Current year – 123% app revenue increase for Tour. 53% for Step Out. MOBILE APPS!
- 41. 10/7/2013 #bbcon 41 OURFIRST RESPONSIVE SITE – MARCH 2013!
- 42. 10/7/2013 #bbcon 42 SOLIDIFYINGOUR APPROACH
- 43. 10/7/2013 #bbcon 43 EARLYRESULTS STEP OUT 2012 2013 Traffic 5.2% 33% Bounce Rate Tablet Mobile 49% 65% 28% 29% Time on Site Tablet Mobile 1:49 1:08 3:58 2:44
- 44. 10/7/2013 #bbcon 44 Currentlytesting text messaging Further email improvement for mobile needed QR codes – limited results Possibly losing personal donations via mobile/tablet Local staff can “break” responsive, need additional mobile training i-donors donation average is 40% more than Android donors TeamRaiser adapting quickly to responsive NOW WHAT?
- 45. 10/7/2013 #bbcon 45 SUMMARY:THREE QUESTIONS 1.Who is your audience? 2.What is your message? 3.What is your call to action?
- 46. 10/7/2013 #bbcon 46 THANKYOU DAVID BALCOM, AMERICAN CANCER SOCIETY SHANA MASTERSON, AMERICAN DIABETES ASSOCIATION DONNA WILKINS, CHARITY DYNAMICS