Welcome To Mobile Marketing
Plain old email marketing not sexy enough for you? Bored with your nonprofit’s Facebook page? Really want to be on the marketing front edge?Then mobile marketing is for you! Whether it’s for any of your core constituency, today, is another matter entirely.Still, it’s always fun to get a glimpse of the future — the return of the phone — as seen by commercial marketers. Here’s a good discussion of mobile marketing (i.e., interactive messaging via cellphones, PDAs, etc) recently conducted with four “experts” (usually The Agitator reserves that term for folks who done something, successfully, for ten years) under the auspices of Ad Age.The article starts off a bit slowly … indeed leaving me wondering, as I read the pitfalls and technical challenges, “Are consumers really interested in getting bombarded with ads on their cellphones?”But eventually the experts get around to offering useful insights as to what might work in this highly intrusive and high immediacy medium. For example …“Ultimately, a consumer is looking for one of three things. They’re either looking for information that they’re in need of — sort of the utility piece of mobile. Then there’s entertainment, something that’s going to engage, surprise and delight them. Or what we’re seeing more and more of in mobile is that community piece, of how do you start getting conversations going, start building interaction between people using their mobile devices? It is ultimately where mobile started out, right? It’s a communication tool.”Most fun example I read was a billboard that posed a question and gave a number to call/text to record your response … the billboard then displayed the changing results in realtime. Cool! Imagine if that billboard were on display in Times Square, NYC and similar locations around the country, and asked which candidate’s “political lipstick” punchline you liked best? Would probably be an accurate predictor of the campaign winner!Towards the end of the piece, there’s a fascinating set of examples of mobile campaigns these guys have undertaken. Best part of the story.Tom
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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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I’ve done some marketing in the mobile industry and we’ve found that advertising must be permission-based and relevant. In other words, pushing ads at users based on location, like when you walk past a Starbuck’s, isn’t desirable. But inserting an ad for Starbuck’s when a user searches for coffee+location is acceptable.
What makes mobile marketing all the more interesting is the interactivity that the advertiser can get with the consumer. When I was at 4INFO (http://4info.net), we focused on text as the primary delivery channel. If viewers wanted to take action, we could engage them via text or mobile web… each medium having its advantages and disadvantages… the point being that we could “engage” them in a two-way conversation, which is unlike many other modes of traditional advertising.
I encourage NPO/NGOs to give 4INFO a call if they’d like to talk about or run a mobile marketing test. I’ve always thought it could be a very successful way to gain donors.