It s Casual. Using SMS and Facebook Messenger to Reach Your Donors

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1 It s Casual Using SMS and Facebook Messenger to Reach Your Donors

2 Rachel Kottler, Digital Account Manager Lautman Maska Neill & Brought To You By Michael

3 Today s Goals 1) Understand the messaging space (Broadcast SMS, Peer-2-Peer SMS, Facebook Messenger, Quick Donate). 2) Use messaging technology to raise money and engage with donors. 3) Best practices for each program. 4) Build and grow your own Facebook Messenger + SMS programs.

4 Why Use Messaging Technology?

5 Text Messages Reach Your Donors Texts are estimated to have a 99% open rate. Response rates average 90 seconds. It s simply the #1 way that humans communicate.

6 It Doesn t Take Long to Write a SMS Your canvas is about 160 characters* and maybe an image (MMS) if you include one. It s quick & simple. How long will it take to copy edit & approve that compared to an , website, or social media?

7 It Just Works! Action rates, response rates, click through rates, conversion rates 2x-4x higher than e- mail or social. By getting donors on your mobile list, you are increasing their value.

8 Messaging Options Broadcast Peer-2-Peer FB Messenger Text to Donate

9 Broadcast SMS

10 Broadcast SMS Overview It is most similar to . Broadcast is one to many, but conversations are possible. Users must opt-in to receive your text messages with broadcast. You can use segmentation and personalization like you do in .

11 Broadcast Uses a Short Code The phone number is a short code (ex: 30644). You can text in keywords to the short code to take specific actions, or opt in. You can create different pathways, similar to automated s.

12 Broadcast Is an Effective Tool for: Public Awareness Campaigns Reaching New Audiences Getting Media Attention

13 Broadcast Makes Calling Elected Officials Easy

14 Good for Rapid Response Alerts

15 Use Broadcast to Engage your Donors Direct people to petitions Ask questions they can respond to via text Ex: What s your birthday? Ex: Which do you like best? You can help with voter turnout: Voter registration Polling place lookup Reminders to go vote

16 How to Use Broadcast SMS for Fundraising 16

17 How It Works: Send a Text with a Link to Unique Donation Page 17

18 Integrate SMS into + Mail Campaigns 18

19 Use SMS for Sustainer Upgrades and Invites 19

20 B E S T P R A C T I C E S Keep it simple. People crave EASY interactive experiences. Integrate it with fundraising and advocacy efforts. Send timely SMS reminders to donate, attend events, or take action. Remember, it s the quickest way to reach your donors and activists! Be human. Not a robot. Use language that sounds real. Consider having a dedicated person who the texts come from.

21 Peer-to-Peer Messaging

22 Users do NOT opt-in to join the mobile list. Peer-2-Peer SMS Overview Messages are from real phone numbers and area codes that reflect your actual location. Ex Personalized 1:1 conversation at scale.

23 A person needs to send each text. It s a 1-to-1 Communications Tool Conversation happens within the platform. Highly Personal. Highly Targetable. Makes it easy to engage with your donors and supporters and get them to take actions.

24 Use P2P to Drive Real World Action Such as Volunteer Recruitment and Event Invites

25 P2P is Great for Get Out the Vote (GOTV) Feels real = more accountability

26 How to Use Peer-2-Peer for Fundraising 26

27 Personalized Follow Up Direct Fundraising Communication Donor Stewardship Reactivate Lapsed Sustainers Convert Major Donor Pledges

28 Compliment Telemarketing with P2P Messaging.

29 B E S T P R A C T I C E S Targeting & Data Are Important. Make a Good First Impression. Be Human. Be Consistent. What are the phone numbers most likely to respond? If you want the person to take action later and respond, focus on the first impression. Use language that sounds real. Don t forget about responding!

30 W H A T S S P E C I A L A B O U T P 2 P? No opt-in means that an organization can move fast. It s a live person so you can go deep. Q&A and a personalized touch. High-value situations. People are used to answering their phone.

31 Facebook Messenger

32 Facebook Messenger Overview 1.4 Billion Users Data Collection & Conversion Worldwide No Cost Per Message Combines Ads With Communications

33 New Tools Like Buttons Images, GIFs, Emojis NLP Cards Carousels Quick Replies Shares to FB Shares to Friends

34 Messenger is Digital Marketing

Use Cases for Messenger Use Cases for Messenger Acquisition Drive users into conversations from

Collect contact data at rates 5-10x higher than landing pages.

Build deep data profiles on subscribers, based on how they talk about issues or answer subjective

35 Use Cases for Messenger Use Cases for Messenger Acquisition Drive users into conversations from social, web, Facebook Ads and offline promotions. Collect contact data at rates 5-10x higher than landing pages. Engagement One on One conversations at scale. Build deep data profiles on subscribers, based on how they talk about issues or answer subjective questions. Activation Broadcast news alerts that instantly reach subscribers with open rates at 80%. Target Sponsored Message ads for marketing or promotional messages that broadcast to people that have messaged the page previously.

36 Automated Conversation Flow in Messenger

37 It s Good for Engagement and Advocacy It s a Conversation so Ask for Response

38 Use It for Breaking News Updates, Facts, Photos, Quotes, Articles

39 How to Use Messenger for Fundraising 39

40 Example Donation Flow

Case Study Conversation Rate Email Conversion Location

41 Case Study Conversation Rate Conversion Location Collection Transaction Amount Final Conversion Up to 74% 46% 30% 9% 4.9% Up to 75% 2.2% 2.2% 2.2% 2.2% Click Rate Conversion Location Collection Transaction Amount Final Conversion Messenger Desktop

42 Premium Offers Urgent Asks Special Days

43 B E S T P R A C T I C E S Bots aren t cool Bots are for customer service or operations and they don t work. Use Messenger for marketing. Existing KPIs Messenger is best utilized as an extension of digital marketing, so focus on digital marketing KPIs. Mix it up Messenger blends advanced messaging with the power of FB and the web. Use emojis, gifs, buttons and connect to shares and webpages.

44 W H A T S S P E C I A L A B O U T M E S S E N G E R? Digital Marketing, not CRM. Connected to Facebook Ad Network and Social Network. Conversions super low costs for and mobile number acquisition. Smoothly connects to web, petitions and donation pages. Very new and this is Facebook.

45 Text to Donate

46 Text to Donate Overview Donations Added to a Phone Bill Low donation amounts - $5/$10/$25 501c3 s only Only transactions, no communications

47 Text to Donate Also Called Mobile Donations or Text to Give

48 B E S T P R A C T I C E S Earned Media Show Me the Money! Clear and Repeated CTA Mobile Giving is best used during news events with free/earned media, celebrities and large live events The organization is choosing to get a one time donation rather than capture the person and collect data. It s the fastest way to donate, but take your time with the call to action and make it easy for people to text in.

49 Quick Donate , broadcast SMS, P2P and FB Messenger are really just linking to a donation web form. If we save the supporter s credit card, can we just trigger a donation with a response or click? Requires a lot of data Higher Average Gift and Frequency! About 40x (4,000%) more than having an address.

50 Build and Grow Your Program 50

51 Growth Will Happen Over Time

52 Start Collecting Numbers & Asking for Optins on Your Forms Now More promotion = more subscribers = more action.

53 Add Mobile to Advocacy Forms 53

54 Ask Your List 54

55 Promote on Social Media 55

56 Put It on Your Website 56

57 Add Keyword + Shortcode to Rally Signs 57

58 Include in Your Videos 58

59 Got Celebrity Followers? Ask Them to Tweet 59

60 More People + More Action

61 What s Next?

62 QUESTIONS? #DigitalDay2018 Thank you! Rachel Kottler, Digital Account Manager Lautman Maska Neill & Michael

Increase Your Donor Base: New Ideas for Building Your New Ideas for Building Base of Support Your Base of Support. Increase Your Donor Base

Increase Your Donor Base: New Ideas for Building Your New Ideas for Building Base of Support Your Base of Support Increase Your Donor Base Build your base of support by collecting both email addresses