Events, Media & Communications

mSpiration: American Humanist Association Partners with mGive to Evolve Fundraising Strategy and Find New Donors

Aug 1, 2013 10:00 AM ET
Campaign: mSpirations

mSpiration: AHA

Your Latest mSpiration: Quick mobile ideas to mSpire your nonprofit organization to change the world--one text at a time.

Problem: Only 9% of nonprofits using Facebook can measure a return on investment, according to the 2012 Nonprofit Social Network Benchmark Report.

Solution: Use mobile to tap into a new revenue stream by turning your Facebook friends into philanthropists and your Tweets into text-donations.

Many nonprofits worry that by adding mobile to their social media campaigns, it will only widen the barrier between supporter and organization. The American Humanist Association (AHA) quickly proved the opposite was true.

Mobile compelled previously dormant supporters to finally take action and donate. People who had passively liked and re-tweeted in the past were inspired to pull out their phones and become a part of AHA’s story.

The DARWIN keyword was created for Darwin Day, to honor the birth and scientific contributions of Charles Darwin. AHA placed calls-to-action on iconic images of Darwin, and continued to promote the keyword throughout the day.

Over six days, they turned 104 of their social media followers into unique mobile donors; raising $1,040 in $10 donations, showing a true return on investment (ROI) on the social media initiatives through mobile.

AHA used their social media channels to identify potential new donors and through a mobile donation campaign they turned that potential revenue into confirmed donations. Through those new donors they were also able to build their mobile database, creating a foundation to build stronger relationships with these donors in the future.

Social media and mobile work perfectly together empowering virtual bystanders to take action and become mobile donors.

“mGive allowed us to raise both awareness of and donations for Darwin Day from our social media followers,” said Maggie Ardiente, director of development and communications. “People that were following our postings but hadn’t yet taken that next step did it with mobile.” Because of mGive we were able to raise money from new members!”
 
Next Steps:
mGive continues to work to advance the mobile channel for social good, creating tools that help nonprofits engage and fundraise through mobile. Social media may be trickier to translate into fundraising dollars, but by adding mobile to the mix you will not only raise money, but you will also see the numbers working for you. 
 
Does this mSpire you to use social media to promote your mobile campaign? Let us know on social media.
 
Your nonprofit is going mobile-just in the nick of time! But how do you make mobile work, while becoming your organization's mobile rock star? On our new blog series we will be posting innovative, creative and downright awesome ways that mobile is being used so you can go turn those bystanders into supporters-in 160 characters or less!
 
Want to be in-the-know every time we post a new mSpiration? Text VIP to 50555 to join the mSpirations mobile community, then follow the link to complete your profile and stay up-to-date whenever a new mSpiring tidbit is posted.
 
*SMS subscription service. Up to 4msg/mo. MSG&Data Rates May Apply. Text STOP to 50555 to STOP. Full terms: mGive.com/E Privacy Policy: mGive.org/P