It's Casual Using SMS and Facebook Messenger to Reach Your Donors - DMAW

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

Rachel Kottler, Digital Account Manager
             Lautman Maska Neill & Company
             rkottler@lautmandc.com
             @lautmandc

Brought To
You By…      Michael Sabat, Founder
             @Mssg
             Michael@atmssg.com
             @AtMssg

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.

Why Use
  Messaging
Technology?

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

 Your canvas is about 160 characters* and maybe
                 an image (MMS) if you include one.
It Doesn’t
Take Long to    It’s quick & simple.
Write a SMS     How long will it take to copy edit & approve that
                 compared to an e-mail, website, or social media?

 Action rates, response rates, click through
                   rates, conversion rates 2x-4x higher than e-
It Just Works!     mail or social.

                  By getting donors on your mobile list, you are
                   increasing their value.

Messaging Options

        Broadcast     Peer-2-Peer

      FB Messenger   Text to Donate

Broadcast SMS

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

 The phone number is a short code (ex: 30644).

Broadcast     You can text in keywords to the short code to take
               specific actions, or opt in.
  Uses a      You can create different pathways, similar to
Short Code     automated emails.

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

Broadcast Makes Calling
Elected Officials Easy

Good for Rapid Response Alerts

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

How to Use Broadcast
SMS for Fundraising

                       16

How It Works:

Send a Text with
a Link to Unique
Donation Page

                   17

Integrate SMS
into Email +
Mail
Campaigns

                18

Use SMS for
Sustainer
Upgrades and
Invites

               19

BEST PRACTICES

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

Peer-to-Peer Messaging

 Users do NOT opt-in to join the mobile list.
               Messages are from real phone numbers and area
Peer-2-Peer
                codes that reflect your actual location.
   SMS
                Ex. 917-550-1254
 Overview
               Personalized 1:1 conversation at scale.

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

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

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

How to Use Peer-2-Peer
for Fundraising

                         26

• Personalized Follow Up

Direct          • Donor Stewardship
Fundraising     • Reactivate Lapsed
Communication     Sustainers
                • Convert Major Donor
                  Pledges

Compliment
Telemarketing
with P2P
Messaging.

BEST PRACTICES

Targeting & Data             Make a Good                       Be Human.
Are Important.               First Impression.                 Be Consistent.
What are the phone numbers   If you want the person to take    Use language that sounds
most likely to respond?      action later and respond, focus   real.
                             on the first impression.
                                                               Don’t forget about
                                                               responding!

W H AT ’ 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.

Facebook Messenger

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

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

Messenger is Digital Marketing

Use Cases for Messenger
       Use Cases for Messenger

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

Automated
Conversation
Flow in
Messenger

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

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

How to Use Messenger
for Fundraising

                       39

Example
Donation Flow

Case Study
    Conversation     Email                  Location               Transaction     Final
       Rate        Conversion               Collection               Amount      Conversion

    Up to 74%        46%                      30%                     9%           4.9%

     Up to 75%        2.2%                     2.2%                  2.2%          2.2%

         Click       Email                  Location               Transaction     Final
         Rate      Conversion               Collection               Amount      Conversion

                                Messenger                Desktop

Premium Offers … Urgent
Asks … Special Days

BEST PRACTICES

Bots aren’t cool                   Existing KPIs                      Mix it up

Bots are for customer service or                                      Messenger blends advanced
                                   Messenger is best utilized as an
operations and they don’t                                             messaging with the power of
                                   extension of digital marketing,
work. Use Messenger for                                               FB and the web. Use emojis,
                                   so focus on digital marketing
marketing.                                                            gifs, buttons and connect to
                                   KPIs.
                                                                      shares and webpages.

W H AT ’ 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 email and mobile number
  acquisition.
• Smoothly connects to web, petitions and donation pages.
• Very new and this is Facebook.

Text to Donate

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

Text to Donate
Also Called
Mobile
Donations or
Text to Give

BEST PRACTICES

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

• Email, 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
Quick      just trigger a donation with a response or click?
Donate   • Requires a lot of data
         • Higher Average Gift and Frequency!
         • About 40x (4,000%) more than having an
           email address.

Build and Grow Your Program

                              50

Growth Will
Happen Over
Time

More promotion = more subscribers = more action.

Start Collecting
Numbers &
Asking for Opt-
ins on Your
Forms Now

Add Mobile to
Advocacy
Forms

                53

Ask Your
Email List

             54

Promote on
Social Media

               55

Put It on Your
Website

                 56

Add Keyword + Shortcode to Rally Signs

                                         57

Include in Your
Videos

                  58

Got Celebrity Followers?
Ask Them to Tweet

                           59

More People + More Action

What’s Next?

QUESTIONS?
                         #DigitalDay2018 Thank you!
Rachel Kottler, Digital Account Manager        Michael Sabat, Founder
     Lautman Maska Neill & Company             @Mssg
             rkottler@lautmandc.com            Michael@atmssg.com
                           @lautmandc          @AtMssg