Ready For Mobile Messaging?
Here’s a report from Nielsen that 23% of all mobile phone users (or 58 millon users) have been exposed to advertising on their phones in the past 30 days.
- Half (51% or 28 million) of those who recall seeing mobile advertising in the previous 30 days say they responded in some way.
- Teens, Asian-Americans and African-Americans are among those with highest recall.
- 26% of those who saw an ad responded at least once by sending an SMS text-message, the most popular as response.
Despite these response figures, the same report indicates that only 10% of users think advertising on their mobile devices is acceptable! Go figure.
I confess to being an old codger … so woe to the advertiser that finds their way onto my cell phone uninvited.
But what about you and your nonprofit … are you ready to experiment with mobile messaging? Have any experiences you’d like to share? Try Mobile Active for ideas.
Tom
3 responses to “Ready For Mobile Messaging?”
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 […]
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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 […]
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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 […]
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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 […]
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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 […]
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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 […]
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[…] The Agitator wrote an interesting post today on Ready For Mobile Messaging?Here’s a quick excerpt Heres a report from Nielsen that 23% of all mobile phone users (or 58 millon users) have been exposed to advertising on their phones in the past 30 days. Half (51% or 28 million) of those who recall seeing mobile advertising in the previous 30 days say they responded in some way. Teens, Asian-Americans and African-Americans are among those with highest recall. 26% of those who saw an ad responded at least once by sending an SMS text-message, the most popular as response. Despite these respo […]
Whoa on the “woe!”
I worked for http://4info.net for a couple of years, which provides ad-supported info via text for such things as sports scores and stock quotes, and the cell phone is definitely a microcosm of the internet where it is more important to for advertising to be permission-based, relevant, and targeted. In fact, the MMA (Mobile Marketing Association) has very rigid standards in place for those organizations that publish ads.
Our name-brand advertisers, like Chevy, renewed their campaigns with vigor because of the things that the mobile platform allows you to do while on the go… like direct them to their local dealership for a test drive.
Once payment (donation) gateways become more prevalent via the mobile device, the opportunities for non-profits will be incredible.
Our agency has started working with a mobile campaign although slightly different than you are addressing. We are using text messaging options as a way to recruit “Bigs” to our program at Big Brothers Big Sisters. We advertise in print, on TV and radio with an option to learn more by texting “Big” to our 5 digit #. In the future we hope to communicate to volunteers through SMS as well as offer a way for people to donate through text. We’ve been running these ads since mid-march and have had decent success so far.