Mobile Marketing
Marketers (maybe more accurately, market researchers) love to create new consumer segments to spin theories about. I can’t resist this stuff, just out of intellectual curiosity … and sometimes I actually pick up an insight.
So I was curious to read about ‘Affluencers’ — a composite of affluents (household income of $100K+) and influencers (those with ability to affect the attitudes/behaviour of others) — as studied by iProspect, an international digital marketing firm.
I have to say a lot of the findings in Affluent Influencers seemed a bit ‘Duh!’ on the insight scale … Affluencers engage heaps with other people, are early adopters, and have uncommon amounts of influence.
But they are the vanguard in most areas and deserve some attention. What struck me was the usage of mobile devices by these folks. Across generational segments, desktop use is declining.
Says the study:
“Younger generations use mobile devices like a computer: 78% of Millennial AIs and 66% of Gen X AIs agree that they use their mobile devices like a computer – checking emails and performing web searches. Millennial and Gen X AIs over-index at 171 and 169 respectively strongly agree with this statement.
A substantial percentage of all respondents feel lost without their mobile phones: 70% of Millennial AIs, 62% of Gen X AIs, and 51% of Boomer AIs agree. Millennial AIs and Gen X AIs over-index at 150 and 141 respectively.”
In the US, according to comScore, 147.9 million people owned smartphones.
Indeed, according to this report from Movable Ink, in the third quarter 2013, 61% of marketing emails were opened via a smartphone (heavily dominated by iPhone — 79% of all smartphone email opens) or tablet, compared to 39% via a desktop computer.
Perhaps my conclusion deserves just another ‘Duh!’, but I’ll say it anyway.
If you are not devoting some serious time to optimizing communications with your donors via smartphones and tablets, get with it! Your most influential donors are already conducting their digital lives through these devices.
Tom
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
Read Full Answer
I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
Read Full Answer
Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
Read Full Answer
Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
Read Full Answer
There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
Read Full Answer
I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
Read Full Answer