Pub. Date:
McGraw-Hill Professional Publishing
Mobile for Good: A How-To Fundraising Guide for Nonprofits / Edition 1

Mobile for Good: A How-To Fundraising Guide for Nonprofits / Edition 1

by Heather Mansfield
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"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.


"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

Product Details

ISBN-13: 9780071825467
Publisher: McGraw-Hill Professional Publishing
Publication date: 03/17/2014
Pages: 256
Product dimensions: 6.30(w) x 9.10(h) x 1.10(d)

About the Author

HEATHER MANSFIELD is the creator and principal blogger at Nonprofit Tech for Good ( She has more than one million followers on Facebook, Twitter, Google+, LinkedIn, YouTube, Pinterest, Instagram,
and Tumblr, and to date has presented more than 500 mobile and social media webinars and trainings to nonprofits worldwide. She is also the author of Social Media for
Social Good

Table of Contents

Introduction: The Art and Science of Mobile and Social Fundraising 1

Part 1 Create and Implement a Mobile and Social Fundraising Strategy 1

1 Nonprofit Technology and Fundraising 9

All Online Communications and Fundraising Are Now Mobile and Social 9

Mobile and Social Media Are Powerful Fundraising Tools 10

How Demographics Play a Role in Mobile and Social Media 12

Upgrade Now, or Become Obsolete 17

2 Get Organized 19

Step 1 Conduct an Online Communications and Fundraising Audit 19

Step 2 Organize a Meeting to Ensure Organizational Buy-In 22

Step 3 Write a Mobile and Social Fundraising Strategic Plan 23

Step 4 Create a Budget 26

Step 5 Create a System to Track, Evaluate, and Report Success 26

Step 6 Implement Your Mobile and Social Fundraising Strategic Plan 28

3 Websites 29

The Importance of Launching a Mobile-Compatible Website 30

Selecting a Content Management System 32

10 Website Design Best Practices 33

Analytics 37

Search Engine Optimization 38

4 Email Communications 41

The Importance of Mobile-Compatible Email Communications 42

Selecting an Email Communications Software 42

10 e-Newsletter Design Best Practices 43

Email Fundraising Appeals 47

How to Build Your Email List 49

5 Online Fundraising 51

The Importance of Mobile-Compatible Online Fundraising Campaigns 51

Selecting a Constituent Relationship Management (CRM) System 52

Selecting an Online Fundraising Software 53

Five Characteristics of Online Donors 55

10 Online Fundraising Best Practices 57

Online Donor Thank-You Communications 60

Social Fundraising 62

Crowdfunding 64

6 Mobile Fundraising 67

The Importance of Mobile Fundraising Campaigns 68

Selecting a Text-to-Give Software 69

Five Characteristics of Text-to-Give Donors 70

10 Text-to-Give Best Practices 71

Mobile Fundraising Apps 77

Mobile Wallets 79

Part 2 Create and Maintain a Mobile and Social Media Content Strategy 83

7 Multichannel Communications and Fundraising 85

Write a Mobile and Social Content Strategy 86

Create an Editorial Calendar 91

Five Communication Styles for Nonprofits 94

Five Content Approaches That Inspire Action 96

10 News Article and Blog Content Ideas 99

8 Content Creation and Integration 105

Print Materials 106

News Articles and Press Releases 107

Blogs 107

Images and Infographics 108

Videos 109

Online Petitions 111

Online Contests 112

Online Stores 113

E-Books and Digital Reports 114

Event Invitations 115

Webinars 116

Smartphone and Tablet Apps 117

Part 3 Using Mobile and Social Networks to Distribute Content 119

9 Facebook 123

Facebook for Fundraising and Cause Awareness 124

Top Five Facebook Page Best Practices for Nonprofits 125

Facebook Groups 130

Facebook Events 131

Facebook Location 131

10 Twitter 133

Twitter for Fundraising and Cause Awareness 134

Top Five Twitter Best Practices for Nonprofits 134

10 Twitter Hashtags for Nonprofits 140

How to Host a Tweet Chat for Your Nonprofit 143

11 Google+ 147

Google+ for Fundraising and Cause Awareness 148

Top Five Google+ Best Practices for Nonprofits 148

Google+ Communities 152

Google+ Events 153

Google+ Places 154

Google+ Hangouts 155

12 Linkedin 157

LinkedIn for Fundraising and Cause Awareness 158

Top Five LinkedIn Best Practices for Nonprofits 158

LinkedIn Groups 161

LinkedIn Profiles 163

13 Youtube 165

YouTube for Fundraising and Cause Awareness 166

Top Five YouTube Best Practices for Nonprofits 167

YouTube Nonprofit Program 169

14 Pinterest, Instagram, and Tumblr 171

Pinterest, Instagram, and Tumblr for Fundraising and Cause Awareness 172

Top Five Pinterest Best Practices for Nonprofits 172

Top Five Instagram Best Practices for Nonprofits 176

Top Five Tumblr Best Practices for Nonprofits 179

Part 4 Mobile and Social Media Campaigns for the Advanced Nonprofit 183

15 Real-Time Communications and Fundraising 185

The 24/7 News Cycle: Breaking News and Crisis Communications 185

How to Tap into the Power of Cause Awareness Days 188

Live Reporting: Events and Conferences 191

10 Apps and Tools for Real-Time Communications and Fundraising 194

16 New Media Managers 197

10 Must-Have Skills for New Media Managers 197

How Much Time Mobile and Social Media Require 203

How to Build a Consistent Brand Across All Your Organization's Chapters 207

How to Build Your Online Brand in Multiple Time Zones 211

How to Respond to Trolls and Difficult Online Personalities 212

How to Manage Mobile and Social Media Burnout 213

Advertising 215

Image Copyright and Fair Use 216

Mobile and Social Media Dashboards 217

Mobile and Social Media Analytics Tools 219

Your Mobile and Social Fundraising Success Checklist 221

Notes 229

Acknowledgments 234

Index 235

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