A webinar for nonprofit organizations on strategic approaches and tactical paths for creating a compelling mobile

1. Mobile Touches Everything
Misty McLaughlin
©2011 Convio, Inc. | Page 1

2. Your Host
Misty McLaughlin
Manager of User Experience
• 10 years of nonprofit-focused online
consulting
• Master’s degree in Information
Architecture (IA)
I’m also a…
• Worked with nonprofits of all Portland, Maine resident
shapes, sizes, budgets, and causes who’s a
parent of a 2-year-old
• Newest exciting mobile projects: and a
• Launching the new mobile U.S. Fund for UNICEF Cancer
site(coming two a device near you!) who likes
long walks on the beach
• Just published A Guide to the Mobile Web: Best …with my mobile device.
Practices for Nonprofits
©2011 Convio, Inc. | Page 2

3. Poll: You & Mobile
• Who here has a smartphone?
©2011 Convio, Inc. | Page 3

4. Poll: You & Mobile
• Who here has a smartphone?
• How many organizations currently have a
mobile web presence?
©2011 Convio, Inc. | Page 4

5. Poll: You & Mobile
• Who here has a smartphone?
• How many organizations currently have a
mobile web presence?
• How many have mobile-specific goals for 2012?
©2011 Convio, Inc. | Page 5

6. The Buzz About Mobile
What’s it all about?
In-context, on-
demand connection
For you: The most immediate channel for reaching
constituents – where they already are.
For your supporters: Their venue for accessing
information, organizing their lives, and engaging daily
with the causes they most care about.
©2011 Convio, Inc. | Page 6

7. Why Are We Here Today?
90% of NPOs
use email and social marketing
in their engagement strategies…
* From NTEN’s recent survey on nonprofit mobile trends
©2011 Convio, Inc. | Page 7

8. Why Are We Here Today?
90% of NPOs
use email and social marketing
in their engagement strategies…
…yet only 16%
will have a mobile presence
in 2011*
* From NTEN’s recent survey non nonprofit mobile trends
©2011 Convio, Inc. | Page 8

9. Mobile is…
• A channel • A way of thinking
• An environment • A lifestyle
• A cluster of activities • A culture
• A set of constraints & • A paradigm shift
opportunities
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10. In Short…
Mobile.
Touches.
Everything.*
*Gratis Lara Koch, Mobile Communications Manager, Humane Society of the U.S.
©2011 Convio, Inc. | Page 10

11. Why is Mobile Important?
A sensitivity exercise…
From your
smartphone, try:
www.nyu.edu
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12. Why is Mobile Important?
A sensitivity exercise…
Now try:
http://humanesociety.org
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13. Why is Mobile Important?
A strong, simple mobile presence =
Foundational to effective campaigning
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14. How to Know If You Need a Mobile Site
Reasons to Go Mobile:
#1. Your Visitors Already Are
• 5% or more of visits
• Referral traffic from mobile
sites
• Planning to target highly
mobile constituencies
©2011 Convio, Inc. | Page 14

15. How to Know If You Need a Mobile Site
Reasons to Go Mobile:
#2. Portable Potential
• Geographic or place-based element
to your cause
• Host awareness-building,
promotional, or fundraising events
• Send email communications
containing interesting links (e.g. local
or personalized content)
©2011 Convio, Inc. | Page 15

16. How to Know If You Need a Mobile Site
Reasons to Go Mobile:
#3. You’re Already Redesigning
Design for mobile first.
“When a team designs mobile first, the end
result is an experience focused on the key
tasks users want to accomplish without the
extraneous detours and general interface
debris that litter today's desktop-accessed
Web sites. That's good user experience and
good for business.”
- Luke Wroblewski, Ideation + Design
©2011 Convio, Inc. | Page 16

17. Approaches to Mobile
A. Mini Site
(Speed Dating)
• Mobile-optimized, curated
set of content (~3-25 items)
• Typically consists of:
• Highest-value content pages
• <5 action opportunities
• Basic about/education page
• A few timely news items
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18. Approaches to Mobile
B. Campaign, Program, or Event Site
(Dipping the Best Toe into the Mobile Waters)
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19. Approaches to Mobile
C. Engagement Opportunity
Only
(Nothing But Action)
• Donation form
• Action alert
• Sign up form
• Event/participant center
• Petition
• Other campaign component
©2011 Convio, Inc. | Page 19

20. Approaches to Mobile
D. Mobile-friendly Content
(Mining Those Sub-Pages)
• Different from “mobile-optimized”
content
• Typically automated across a site
• Minimal nav and images
• Often combined with Mini or Full
Site approaches
• Use case: A supporter searches a
topic or clicks on a link in an email
and reaches this page
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21. Approaches to Mobile
E. Special Interactive Feature (The Whiz Bang)
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22. Approaches to Mobile
F. Full Mobile Site
(The Kitchen Sink)
• For orgs that provide info as a
service
• Extremely rare (or for very small
sites)
• Only appropriate for sites with
high-value, high-traffic content
• Biggest investment is in strong
IA and design to make so much
content navigable
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23. Strategizing, Designing, & Building
1. Define one key
message
2. Identify desired
actions
3. Allocate real
estate
4. Create design
5. Build and test
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24. Strategizing: Defining Your Message
• Distill your org’s online priorities.
• Define one key message that’s
succinct, understandable, and repeatable.
“At [org name] we [verb For U.S. Fund for UNICEF:
phrase] so that
[constituent group] can “22,000 children die each
[verb phrase].” day of preventable
causes. We believe that
Hint: Not your mission number should be
statement. zero.”
©2011 Convio, Inc. | Page 24

25. Strategizing: Identify Desired Actions
• Ideally focus on 1-2 key actions (<5)
• Prioritize actions so one task is clearly at the
forefront
Donations
Email signup
Location-specific search
©2011 Convio, Inc. | Page 25

26. Designing: Allocate Real Estate
• Start with key message and
desired actions
• Standard screen size:
320x480 pixels
• Prioritize. And plan for
experiences at top AND
bottom of page
• Limit scrolling for
homepage, but OK for
secondary pages
©2011 Convio, Inc. | Page 26

27. Designing: Visuals
Creative Strategy
• Adapt your existing visual
brand
• Choose a small “best of”
set of visual
communicators
(imagery, brand elements)
• Prioritize spatial
arrangement, orientation,
and hierarchy
©2011 Convio, Inc. | Page 27

28. Building Your Mobile Presence
Strong CMS Capabilities
• Separating presentation
elements from content
• Facilitating automatic
device detection
• Allowing for device-
specific tailored displays
• Creating simple
movement between
mobile and desktop
content
©2011 Convio, Inc. | Page 28

29. Building Your Mobile Presence
Build for Maintainability
• Incorporate feeds &
dynamic content
• Balance evergreen with
timely content
• Touch your content just
once
• Create a scalable structure
• Review & iterate
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30. Building: Test, Test, Test
• Cater to the majority, accommodate the minority
• Optimize for 2-3 devices to reach 90%
• Current standard is 320 x 480px
• Use simulators (no need to buy every device!)
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31. Congrats…You’re Mobile! Now What?
Promote it!
1. Cross links between mobile
& full sites
2. Desktop site call-out
3. Promotional campaigns
• Geosocial Networking
• Text2Give
• QR codes
©2011 Convio, Inc. | Page 31

32. Congrats…You’re Mobile! Now What?
To app, or not to app?
Monterey Bay Aquarium’s Central Park Conservancy’s YMCA’s
Seafood Watch Central Park App Location Finder
(free) ($1.99) (free)
©2011 Convio, Inc. | Page 32

33. Congrats…You’re Mobile! Now What?
Evolve your content
• How might someone read, perceive, or use
this item on the go, from a small screen?
• Which visual content is critical to
communicating a particular message? Which is
peripheral?
• How can we increase the level of interactivity
of our offerings?
©2011 Convio, Inc. | Page 33

34. Congrats…You’re Mobile! Now What?
Mobilize gradually
• Analytics are your
friend.
• Always be
evaluating mobile
fitness.
• Plan for phases 2+.
©2011 Convio, Inc. | Page 34

35. Congrats…You’re Mobile! Now What?
Measure your investment:
Does mobile bring in the bacon?
• Take a multi-channel
perspective.
• Acquisition tool
• $11/email address
gathered
• 86% who give via text are
willing to consider larger
gifts via other channels*
• Opportunity cost
*mGive’s Text Giving Donor Survey Report
©2011 Convio, Inc. | Page 35

36. Mobile Resources
• Convio’s A Guide to the Mobile Mobile guide screenshot
here
Web: Best Practices for
Nonprofits
• mGive’s Text Donations
Research
• Mobile Donation Price Point Study
• Text Giving Survey Report
©2011 Convio, Inc. | Page 36

37. Questions?
Misty McLaughlin
512-652-2661
mmclaughlin@convio.com
@uxfornonprofits on Twitter
©2011 Convio, Inc. | Page 37

38. Let’s talk. Connect with us.
ConnectionCafe.com
Twitter.com/Convio
Facebook.com/ConvioInc
YouTube.com/ConvioInc
Slideshare.net/Convio
©2011 Convio, Inc. | Page 38