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Mobile Breakout

Many people do not understand what “working on mobile” means from an organizational perspective:

  •  Ex> BREVITY is a real challenge and when you are trying to reach an organization in a small pixel space, it is challenging.
  •  Rina – helps nonprofit youth and women in India and wants to know how to utilize mobile apps for education in terms of educating donors and others on the issues they want to target.  They are just getting into it.
  •  Notion is “Mobile Digital Presence” vs apps – If you only go to an app every once in a while, it is not worthwhile.   If you actually want a regular relationship (like checking train schedules, etc….). Note from Nonprofit 2.0 Founders: Majority of apps fail. Nonprofits should be very careful about investing in mobile apps unless there is a clear need and desire from your target audiences. Be prepared for it to fail multiple times before you get it right. Iteration is key.
  • To have a donors type in a long URL is difficult but if they are always on their phones, it may be more engaging. Note from Nonprofit 2.o Founders: This is one of the many reasons why your website and donation landing pages should be responsive!
  • Monica – consulting with NetHope that teams with tech companies to find information and communications technologies to development challenges overseas.  Ex. In India, there are many smartphones, but in Africa, they have some basic SMS and applications developing countries without internet and smartphones.
  • Natalie – client wants a website with learning tools but people they are trying to reach have difficulty accessing streaming videos.
  • Need to understand how the phone is actually used.
  • Look at how radio morphed into “radio on TV” and that is similar to how people are trying to morph a whole website onto a phone.
  •  Usability is so important.
  •  Difference between tech capacity and needing to use mobile that have “less than” capacity.
  •  Julia – National Trust for Historic Preservation: Look at the actual content that they want to consume. Geo-targeting should be a partnership, where the blog can often be easily mobile-enabled. Their average donor age is over 65. They are trying to attract younger donors, and to generate interest in a younger donor base, they need to “sell the concept” to an older board.  Mobile piece is a TOOL, and not the end-all/be-all.  Talk about “Donor behavior” vs the underlying mobile enablement that should be the conversation.  If you can demonstrate success on a small scale, you can do this more effectively.
  •  Monica – was at World Bank and is now a visiting scholar at Georgetown: worked on Tunisia. She wanted to teach financial literacy and sent text messages. 60% of population in Middle East is under 25! They found SMS was the easiest technology to implement across this type of network. She wants to understand how to measure the impact.
  • Who wins – donors or Board pet project?

 

What are our organizations seeing with mobile now?

  • They understood that Facebook has transformed their advertising network onto mobile, and most of the Facebook activity is happening on mobile – not on the PC.  Trend lines show that people are moving to mobile devices and that means that we need to produce more images on Facebook and testing images that really work on a mobile device vs the massive desktop.
  • Colin – Digital Consultant – he sees that emails are being opened on mobile devices. Facebook algorithm favors imagery. Will people convert to donate via their mobile device?
  • Audience tells you what they want through the analytics.  How are companies approaching this? Craig referenced Pew data and when there is no competition – look at a Pew study and look how they are trending vs what they are doing and the story behind the data.
  • People have same expectation for nonprofit org’s user experience as they do with consumer sites.

Nonprofits can tell rich stories through their blogs.

  • Chris writes blog on Advocacy Engagement and made beat writers morph into blog solutions. How much of mobile content is “newsy” or information re: cause and how much is driving the advocacy to take action?
  • “We talk about mobile as a monolithic thing – and we will need to think about mobile as one way to consume a lot of different channels (vs a ‘thing’).
  • Kevin: can mobile be used with Skype and Google Hangout apps via VOIP apps on the phone. They are leveraging these apps to save $ from the phone company (data services).
  • What’sUP and Viber on wifi are really helpful and some of these are very mature.

Reading for Reach organization wants to do forums and listservs and they want to see if they want to use Frontline SMS for plain cellphones, or Facebook for more mobile-savvy consumers.

  • Mobile phones overseas are being used like a debit card and WorldVision is using an app to monitor human trafficking (when they had previously only taken calls from a landline). They got a pan-European #.
  • Ushahiti app was an SMS service globally for voting and can be used for action on the ground.
  • South Korea is often a hotbed for robust mobile experience innovation.
  • Lizzie (Campaign Workshop for progressive organizations)…they use geotargeting for ads.  They use “geofencing” – if labor organizations, they can identify worksites and identify people within a 1 mile radius. Kaiser did advocacy ad and served this at a big arena to get expanded reach.
  • Canvassing apps from political campaigns, like Minivan, can be used for other organizations and nonprofits, because they have door to door canvassing demographic information, voting information, # of people in the household and other public information.
  • The geotargeting is not perfect because people are on different networks, but geofencing can work. Geofencing ad serving can be done through apps like Facebook that you can buy direct, Netflix, serving ads on the website, and you purchase this through ad networks.
  • There is some talk about using geotargeting for refugees. Idea would be to be able to have a nonprofit serve refugees through their mobile phones. You could provide info re: healthcare, buying food and deliver services that makes Lebanese less angry about the situation with the Syrian refugees.
  • Try to find books and tweet a paragraph and give a nugget that can be shared to raise awareness and engagement. The more that bloggers and publish enable content to be discovered and shared, need to see if there is a call to action, which can be delivered  (also needs to work with older content management systems). This is like “snackable content.”  May want to extract 10 tweets and an infographic vs sending out big fact sheets.

 “Fluency” – how we communicate the goals may be as important as the technology – any examples?  The data does not lie – so if we try “board’s idea” vs the idea that had the data that tells that it is the right idea – you can show what is working, why it is working by the numbers.

  •  People do not go to Facebook to read press releases. You need to find something useful to friends and family – it won’t be about your organization – it is about ENGAGEMENT. Social media shows that numbers are there. Show human interest photos. Rising tide lifts all ships.  Putting in other people’s content to lift the tide and they will follow it.  People try to shove old medium as a press release into a new medium – it is outmoded. Everyone can be an advocate for an organization – the press release can not be PUSHED at them – you want to “share” with the community.
  •   We want them to take substantive action – not just share pictures, etc. We want them to contact congress, show up at a vigil, donate $$.

ICANN – around the world, the political field, many country governments are working to control the messages. The regulatory environment overseas is different in each country.  The US is tracking all of these trends around the world. Governments are controlling quantities of SMS messages traversing their countries. (ex. Congo cutting off certain content).  How quick can action be executed?