July 16 — A Napean and DMA Nonprofit Federation presentation

Nonprofit Mobile Day

Direct Marketing Association Seminar Center
1120 Avenue of the Americas, 13th floor, New York, NY 10036
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The 4th Annual Nonprofit Mobile Day, a presentation of Napean’s Mobile Commerce Daily and the DMA Nonprofit Federation, is the most prestigious event covering the use of mobile for nonprofit fundraising and marketing. This year’s event on July 16 in New York has speakers from the American Red Cross, Channel Thirteen/WNET, the Museum of Modern Art, the Mobile Giving Foundation, League of Young Voters, Humane Society of the United States and the Council of Better Business Bureaus. Join us at the Nonprofit Mobile Day to glean case studies, insight and best-practice tips for mobile marketing and mobile fundraising.

Thanks to our Mobile Day Sponsors





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July 16, 2013
  • 8:00 am - 8:45 amRegistration and Continental Breakfast
  • 8:45 am - 9:00 amWelcome AddressMickey Alam Khan, Editor-In-Chief, Mobile Commerce Daily and Mobile Marketer
    Senny Boone, Esq., General Counsel, Direct Marketing Association
  • 9:00 am - 9:45 amAmerican Red Cross: How the Nation’s Default National Responder Takes a Multi-Faceted Mobile Approach

    As the nation’s default responder for emergency relief, the American Red Cross brought mobile fundraising to national recognition when it raised more than $30 million dollars for Haiti earthquake relief in 2010 and 2011. The organization is a known SMS-fundraising powerhouse, but has branched out into mobile in more ways than one. In this presentation, attendees will learn:

    • Why mobile will be a must in 2014 as sales of mobile devices surpass PCs
    • Using mobile as a fundraising tool
    • How to develop a holistic mobile strategy that includes text, Web and applications
    • Translating not just the Web site, but the mission, into mobile
    • The importance of developing for tablets in the mobile realm

    Speaker: Craig Oldham, Vice President of Digital Engagement, American Red Cross
  • 9:45 am - 10:00 amBreak
  • 10:00 am - 10:45 amThe Museum of Modern Art: Using Mobile to Expand and Connect the Museum Experience

    The Museum of Modern Art in New York houses the world's finest collection of modern and contemporary art. Many of MoMA’s visitors arrive with smartphones in hand, while others use tablets to access its sites and applications. Over the last couple of years, the museum has launched a general MoMA phone app and mobile site, a collection/exhibition-specific iPad app, mobile exhibition sites and an activity app geared toward families. In addition, this summer the museum is replacing the traditional audio wands with new interactive handhelds that will form the basis for the next iteration of MoMA's mobile program. The session will focus on:

    • MoMA’s overall mobile strategy for second half of 2013
    • Mobile’s relation to the museum’s larger strategic approach
    • How mobile extends the visitor relationship beyond the museum
    • Driving museum membership through mobile sites and apps
    • Future directions in mobile digital engagement for museums

    Speaker: Allegra Burnette, Creative Director of Digital Media, The Museum of Modern Art
  • 10:45 am - 11:00 amBreak
  • 11:00 am - 11:45 amMobile Giving Foundation: The State of Mobile Giving

    The Mobile Giving Foundation provides nonprofit organizations with a platform to increase donor engagement and interaction through the nation’s wireless carriers. The organization, which was founded by wireless experts in 2007, works closely with members of the mobile industry to provide a single mobile giving channel for nonprofit organizations. The foundation is tapping into a new form of giving – via SMS – that perhaps could be a supplemental source of fundraising for charities and nonprofits. In this session, listen to the organization’s founder discuss:

    • A landscape overview of what nonprofits are doing in the age of mobile
    • The use of mobile for fundraising as well as acquisition and engagement
    • How charities are learning about cross-channel integration to create viral campaigns through mobile
    • Challenges in messaging, applications and Web that arise when charities look across mobile platforms
    • Creating transparency for donors, standards for charities and a balance between enabling viral response and ensuring public charity compliance

    Speaker: Jim Manis, Founder/CEO, BBB Mobile Giving Foundation
  • 11:45 am - 12:00 pmBreak
  • 12:00 pm - 12:30 pmSponsored Keynote SUMOTEXT: Messaging Technologies and Tactics for Nonprofits to Stay Relevant

    While Text-2-Give programs are an important aspect of mobile for nonprofits, the mobile strategy should not stop there. These programs should be integrated components of a broader Text-2-Join strategy that is designed to regularly engage donors and keep dispersed groups of employees, stakeholders and volunteers organized, informed and motivated. In addition to basic SMS tactics, nonprofits need to get creative and take advantage of other platform features including MMS, location, StarStar technologies and Passbook. This sponsored keynote will discuss:

    • Location-based services for national nonprofits to associate subscribers and donations with local groups and chapters
    • How to engage constituents with Abbreviated Dial Codes (ADC's)
    • The tangible and intangible benefits of leveraging multimedia messaging
    • How NPO's can get into the Mobile Wallet
    • 6 strategies the pros use to impact conversions and sustain loyalty

    Speaker: Tim Miller, president, SUMOTEXT
  • 1:00 pm - 2:00 pmLunch Break
  • 2:00 pm - 2:45 pmThe Humane Society of the United States: The Mobile Journey to Save Animals

    As the country’s largest animal protection organization, The Humane Society is using mobile to become closer to its constituents and to raise funds and advocacy for the wellbeing of animals. The organization has come a long way since being founded in 1954, now using text alerts to connect with animal lovers, applications on both iPhone and Android devices, and SMS fundraising. In this presentation, attendees will learn about:

    • The first steps to take when making the move to mobile
    • How and when to use SMS text messaging
    • The Humane Society journey on mobile Web and with mobile apps
    • Campaigns for which mobile played an integral part
    • Best-practice tips

    Speaker: Lara Koch, Mobile Communications Manager, The Humane Society of the United States
  • 2:45 pm - 3:00 pmBreak
  • 3:00 pm - 3:45 pmBetter Business Bureau: How to Ensure a Safe and Trustworthy Mobile Experience

    The top authority on trust in the marketplace, and a name recognized by more than 81 percent of the general public, the Better Business Bureau has ensured that businesses live up to a set of high standards since it was founded in 1912. Currently, more than 114 BBBs operate across the United States and Canada, evaluating more than 3 million charities and businesses. The organization provides key information, reviews and BBB Accreditation status information to the public through its easy-to-navigate iPhone application and mobile site for the on-the-go consumer, but it works with businesses that are making the transition to mobile as well. During this presentation, listen to best-practice tips for bringing business to mobile, including:

    • The importance of creating voluntary codes of conduct on mobile
    • Using best-privacy practices in the mobile environment
    • A look into state and federal law regulations as well as policy guidance in the mobile realm
    • Potential issues to look for when working with a developer to create an app

    Speaker: Genie Barton, Vice President and Director of Online Interest-Based Advertising Accountability Program and Mobile Marketing Initiatives, The Council of Better Business Bureaus Inc.
  • 3:45 pm - 4:00 pmBreak
  • 4:00 pm - 4:45 pmThirteen/WNET: Bringing Mobile to the Forefront of Lifelong Learning

    Thirteen is the national’s most-watched public television channel as well as the flagship public television station in the tri-state area. However, Thirteen is much more than just a television station. The organization now has two smartphone applications as well as a tablet app, all with different interactive learning elements. With a mission to provide lifelong learning opportunities using media, Thirteen is largely supported by private and foundation contributions including donations from hundreds of thousands of members. In this session, learn what role mobile plays in these donations and also gain knowledge about:

    • The branding complications on digital platforms as well as the commitment to responsive design
    • Mobile metrics for local and national programming
    • How WNET built a committed mobile audience
    • Mobile donations via sites, SMS, text-to-give campaigns and the Thirteen Explore iPad app
    • The next steps in WNET’s mobile strategy

    Speaker: Joe Harrell, Director of Digital Strategy, WNET
  • 4:45 pm - 5:00 pmBreak
  • 5:00 pm - 5:45 pmExpert Panel: Trends, Opportunities and Issues with Mobile Outreach

    Charities and nonprofits are struggling to maintain a relationship with donors and prospects, a situation made all the more complicated with divided consumer attention on a multiplicity of devices. However, mobile is a reality that nonprofits cannot ignore. While the medium presents opportunities, there are challenges too that confront nonprofits as they seek to market to donors and prospects via channels such as SMS, mobile Web, applications, QR codes and mobile email. This session will discuss:

    • Why nonprofits must establish a secure foothold in mobile
    • Which channels to invest in for mobile fundraising
    • SMS: the killer mobile tool?
    • Does mobile marketing work for nonprofits
    • Charities and nonprofits that get mobile
    • Legal do’s and don’ts for mobile fundraising and mobile marketing

    Panelists: Lars Hjoerne, Founder and President, Connect2Give
    David Asheim, President and Founder, GiveByCell
    Leah Thomas, CEO, MGood
    Benjamin Stein, Chief Technology Officer, Mobile Commons
    Daisy Lai, account executive for agency partnerships, Urban Airship

    Moderator: Mickey Alam Khan, Editor-in-Chief, Mobile Marketer and Mobile Commerce Daily

  • 5:45 pm - 6:45 pmSponsored Cocktail Hour
  • 12:30 pm - 1:00 pmSponsored Keynote Paystik: Increasing Response Rates: Data, Analytics, and Streamlined Donations

    Spontaneous giving results in substantially higher donations compared to delayed decisions. Are organizations prepared to capture an impulse and turn those individuals into lifelong donors? There is a major gap between the impulse and the donor’s response – undermining the organization’s campaign effectiveness and optimization efforts. This session will discuss:

    · Closing the gap between impulse and response
    · Capturing data to optimize campaigns and cultivate donors
    · A new fundraising technology from the Venture Studio at Stanford University
    Speaker: Adham Koura, business development, Paystik