Archive for the ‘Mobile Marketing’ Category

Memorable Moments from May 3rd Mobile Giving Forum

Monday, May 7th, 2012

“We are all pioneers of this channel and the definition of this channel” said Jim Manis, Chairman of the Mobile Giving Foundation at its first Mobile Giving Forum, held at the Metropolitan Hotel in downtown Toronto. A full house of Mobile enthusiasts were in attendance, including Cornerstone. The audience included representatives from Heart and Stroke Foundation and World Wildlife Fund Canada to the National Ballet of Canada. Mingling with some of the best minds in the Fundraising industry, we learned even more about how Mobile Giving is an essential component in the future of charitable giving.

Highlights of the Day:

Dave Farnes, The Mobile Giving Foundation’s Executive Director shared the Cell Phone Consumer Attitudes Survey results with us. It was useful to learn:

  • 58% of mobile givers want to know how their donations are being used.
  • What prompts Mobile Donations? At the top of the list were TV, Social Media, Newspaper and Magazines.
  • Next phases of Mobile Giving include expanded price points, monthly sustainable gifts, and enriching user experiences by extending to mobile web/apps and integrating more mobile functionally like location and a mobile wallet.

Speaker Michael Carter of Olson told us there were 29 billion app downloads last year.

  • He also recommended we think creatively about integrating our campaigns. At one point he proposed embedding a mobile call to action in our DM pieces.

VP Cornerstone Mobile, Philip King, led a Q & A Panel Session with Graham Moore of  Salvation Army and Kristian Dart of the Heart and Stroke Foundation. What did they have to say?

  • More people need to start checking their Google Analytics!
  • Mobilizing your website is key.
  • Make Donors feel secure, and continuously think about payment methods when it comes to Mobile Giving.

A poignant presentation was put on by Shirley Weir who told the audience her team at Leapfrog Marketing helped the Canadian Legion Foundation to “successfully increase the value of what a poppy is worth” through the use of $5.00 text-to-give donations.

The Forum came to a close with an insightful Q & A panel led by Wireless Carriers Telus, Rogers and Virgin Mobile who stated their reason for supporting charity Text-to-Give campaigns. “It was just the right thing to do,” they all said in unison.

Overall, the day reminded us of how gathering industry leaders in one place to share each other’s experiences with new technology can help all of us.

And we walked away with a thought most other attendees probably shared, “How can we best leverage Mobile?”

Posted in Direct Marketing, Fundraising, Marketing, Mobile Marketing, Social Media, Web Analytics | No Comments »

Mobile Marketing to Help Green our Planet?

Monday, June 14th, 2010

I read a very interesting article in The Toronto Star that talks about the waning popularity of the car culture among today’s youth (Olive: Youth steer clear of car culture). Essentially the premise is that there is such an overwhelming urge to be connected to mobile devices that people don’t want to be distracted (seems like a contradiction if you think about it).

Above and beyond the fact that this will make environmentalists cheer because presumably more people will turn to public transit, it also means that marketers who have not yet dipped their toe in the mobile waters really need to get wet soon. If you’re not convinced look around you in any crowd setting and count the people who are on their phones texting or browsing.

Even if you don’t have mobile figured out yet here’s an application that you can put into action immediately. Every time you do an email marketing campaign you should include a link that invites the recipient to view the email on their smart phone. The link when clicked would trigger a mobile version of your creative to be sent to the smart phone and suddenly you can engage a customer or prospect with a better visual experience. That mobile creative can of course be embedded with calls to actions such as a click to call, or a click to a mobile enabled web site if you have gone that far.

At Cornerstone, we have been looking at mobile for years and are beginning to see the early promise of mobile marketing become realized.  Stay tuned for some new innovations in the mobile space that you will want to explore.

Don Lange – Senior Vice President, Cornerstone Search and Web Marketing

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