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Mobile for Good

Book Description

"Even if you can only invest 5 staff hours and a mobile and social media budget of $1,000 annually, your nonprofit must invest in mobile and social media." -- Heather Mansfield

Mobile devices are fast becoming the #1 means of digital communication. If you want a sustainable future for your nonprofit, you need to have a strong presence on prospective donors' tablets and smartphones.

Statistics prove that the most successful online fundraising campaigns are those designed for portable devices--from 2-inch smartphone screens to 17-inch laptops. In this groundbreaking book, social media pioneer Heather Mansfield offers everything you need to know to conceptualize, build, and maintain a mobile and social fundraising strategy to dramatically increase donations. In Mobile for Good, Mansfield takes you step by step through the entire process. Learn how to:

  • Master your mobile fundraising strategy
  • Create a strategic plan flexible enough to handle changes in technology
  • Design a website and emails that work on both mobile devices and computers
  • Choose the best mobile and online tools based on your budget and your donor demographics
  • Build a system that tracks, evaluates, and reports campaign results
  • Maximize the potential of Facebook, Twitter, LinkedIn, and other sites

Whether your goal is to raise more funds online, launch a new program, or increase your capacity to maintain current operations, creating and executing a mobile and social media strategy is a small investment that packs a big punch. Apply the lessons of Mobile for Good, and your organization can and will raise more funds than ever.

ADVANCE PRAISE FOR MOBILE FOR GOOD:

"If I want to know what's trending, research current best practices, or discover new tools relevant to nonprofit technology, Heather Mansfield's blog Nonprofit Tech for Good and her books are always my top references. -- Viviana Pagán-Muñiz, Digital Marketing Director, SOS Children's Villages—USA

"Social Media for Social Good and her blog Nonprofit Tech for Good have been my primary resources for learning how to communicate Indian conservation issues on a global scale. Thanks to Heather Mansfield's advice, we’ve been able to build an international brand from our tiny corner of the world." -- Vinay Datla, Director of Communications, Wildlife SOS—India

"Heather Mansfield's @NonprofitOrgs online accounts have become my go-to resource for connecting with other nonprofits as well as staying informed with the latest trends in mobile and social media. Her insightful and practical advice helped WITNESS understand the need for transparency in our mobile and social media strategies." -- Marianna Moneymaker, Digital Engagement/Production Coordinator, WITNESS

"Heather Mansfield's invaluable webinars and recommendations have helped us grow into one of the most effective social media users in the national aging advocacy network. We anticipate even greater growth in the future by applying the best practices offered in Mobile for Good." -- Pamela Tainter Causey, Director of Communications, National Committee to Preserve Social Security and Medicare

"Through a partnership with Heather Mansfield, we have been able to provide mobile and social media training to more than 500 NGOs throughout the Asia Pacific region. Her knowledge of mobile and social media best practices, her ability to tailor her presentations to address the different needs of NGOs in various countries, and her practical and well-thought-out strategies have made her trainings invaluable in our commitment to help build the technological capacity of NGOs." -- Clair Deevy, Citizenship Lead, Microsoft Citizenship Asia Pacific

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Dedication
  5. Contents
  6. Introduction: The Art and Science of Mobile and Social Fundraising
  7. Part 1 Create and Implement a Mobile and Social Fundraising Strategy
    1. 1 Nonprofit Technology and Fundraising
      1. All Online Communications and Fundraising Are Now Mobile and Social
      2. Mobile and Social Media Are Powerful Fundraising Tools
      3. How Demographics Play a Role in Mobile and Social Media
      4. Upgrade Now, or Become Obsolete
    2. 2 Get Organized
      1. Step 1. Conduct an Online Communications and Fundraising Audit
      2. Step 2. Organize a Meeting to Ensure Organizational Buy-In
      3. Step 3. Write a Mobile and Social Fundraising Strategic Plan
      4. Step 4. Create a Budget
      5. Step 5. Create a System to Track, Evaluate, and Report Success
      6. Step 6. Implement Your Mobile and Social Fundraising Strategic Plan
    3. 3 Websites
      1. The Importance of Launching a Mobile-Compatible Website
      2. Selecting a Content Management System
      3. 10 Website Design Best Practices
      4. Analytics
      5. Search Engine Optimization
    4. 4 Email Communications
      1. The Importance of Mobile-Compatible Email Communications
      2. Selecting an Email Communications Software
      3. 10 e-Newsletter Design Best Practices
      4. Email Fundraising Appeals
      5. How to Build Your Email List
    5. 5 Online Fundraising
      1. The Importance of Mobile-Compatible Online Fundraising Campaigns
      2. Selecting a Constituent Relationship Management (CRM) System
      3. Selecting an Online Fundraising Software
      4. Five Characteristics of Online Donors
      5. 10 Online Fundraising Best Practices
      6. Online Donor Thank-You Communications
      7. Social Fundraising
      8. Crowdfunding
    6. 6 Mobile Fundraising
      1. The Importance of Mobile Fundraising Campaigns
      2. Selecting a Text-to-Give Software
      3. Five Characteristics of Text-to-Give Donors
      4. 10 Text-to-Give Best Practices
      5. Mobile Fundraising Apps
      6. Mobile Wallets
  8. Part 2 Create and Maintain a Mobile and Social Media Content Strategy
    1. 7 Multichannel Communications and Fundraising
      1. Write a Mobile and Social Content Strategy
      2. Create an Editorial Calendar
      3. Five Communication Styles for Nonprofits
      4. Five Content Approaches That Inspire Action
      5. 10 News Article and Blog Content Ideas
    2. 8 Content Creation and Integration
      1. Print Materials
      2. News Articles and Press Releases
      3. Blogs
      4. Images and Infographics
      5. Videos
      6. Online Petitions
      7. Online Contests
      8. Online Stores
      9. E-Books and Digital Reports
      10. Event Invitations
      11. Webinars
      12. Smartphone and Tablet Apps
  9. Part 3 Using Mobile and Social Networks to Distribute Content
    1. 9 Facebook
      1. Facebook for Fundraising and Cause Awareness
      2. Top Five Facebook Page Best Practices for Nonprofits
      3. Facebook Groups
      4. Facebook Events
      5. Facebook Location
    2. 10 Twitter
      1. Twitter for Fundraising and Cause Awareness
      2. Top Five Twitter Best Practices for Nonprofits
      3. 10 Twitter Hashtags for Nonprofits
      4. How to Host a Tweet Chat for Your Nonprofit
    3. 11 Google+
      1. Google+ for Fundraising and Cause Awareness
      2. Top Five Google+ Best Practices for Nonprofits
      3. Google+ Communities
      4. Google+ Events
      5. Google+ Places
      6. Google+ Hangouts
    4. 12 Linkedin
      1. LinkedIn for Fundraising and Cause Awareness
      2. Top Five LinkedIn Best Practices for Nonprofits
      3. LinkedIn Groups
      4. LinkedIn Profiles
    5. 13 YouTube
      1. YouTube for Fundraising and Cause Awareness
      2. Top Five YouTube Best Practices for Nonprofits
      3. YouTube Nonprofit Program
    6. 14 Pinterest, Instagram, and Tumblr
      1. Pinterest, Instagram, and Tumblr for Fundraising and Cause Awareness
      2. Top Five Pinterest Best Practices for Nonprofits
      3. Top Five Instagram Best Practices for Nonprofits
      4. Top Five Tumblr Best Practices for Nonprofits
  10. Part 4 Mobile and Social Media Campaigns for the Advanced Nonprofit
    1. 15 Real-Time Communications and Fundraising
      1. The 24/7 News Cycle: Breaking News and Crisis Communications
      2. How to Tap into the Power of Cause Awareness Days
      3. Live Reporting: Events and Conferences
      4. 10 Apps and Tools for Real-Time Communications and Fundraising
    2. 16 New Media Managers
      1. 10 Must-Have Skills for New Media Managers
      2. How Much Time Mobile and Social Media Require
      3. How to Build a Consistent Brand Across All Your Organization’s Chapters
      4. How to Build Your Online Brand in Multiple Time Zones
      5. How to Respond to Trolls and Difficult Online Personalities
      6. How to Manage Mobile and Social Media Burnout
      7. Advertising
      8. Image Copyright and Fair Use
      9. Mobile and Social Media Dashboards
      10. Mobile and Social Media Analytics Tools
  11. Your Mobile and Social Fundraising Success Checklist
  12. Notes
  13. Acknowledgments
  14. Index
  15. About the Author