What do Starbucks’ and Facebook’s recent record-breaking quarterly results have to do with healthcare fundraising? Let’s explore.
Sure, mobile has been big with Facebook over the past year, but it continues to grow. Nearly 4 out of every 5 daily users of Facebook access it on their mobile device every day. Advertisers – for-profits and non-profits alike – are showing ads to these mobile users, as mobile ad revenue to Facebook now exceeds its ad revenue from desktops and laptops.
What ads are people viewing, and responding to, on Facebook? Starbucks also reported record income yesterday, and two reasons are its customer loyalty program, combined with its mobile platform. According to Starbucks’ CEO Howard Schultz, “mobile payment now accounts for over 15% of all transactions in our U.S. company operated stores and we are now processing on average 6 million mobile transactions in the U.S. every week alone.”
I’ll bet that a large number of your donors drink Starbucks coffee and are active Facebook users. Sure, the stereotypical little old lady writing checks is still a significant portion of your annual fund income, but maybe that’s because you’re putting most of your fundraising efforts into the channel that attracted her (and her mother before her). Boomers, who control 70% of the disposable income in America, are all drinking Starbucks and using Facebook to talk to their grandchildren.
The good news for you is that you don’t need to invest heavily in a mobile app. Just make your site work well on the major mobile platforms – a task you can outsource for a few thousand dollars. Then, get engaged more heavily on Facebook. Use Twitter and Facebook to get people to subscribe to your email newsletter list, and communicate with them on all of those channels.
Make it easy to donate online, and then give your supporters good reasons to donate, and you’ll find digital revenue growing. My fiancé posted a fundraising message on Facebook for one of her favorite nonprofits. I viewed it on my mobile, clicked on the “donate” button, and was able to make a gift very easily. She’s raised $160 from her friends in less than 24 hours from her Facebook “event.”
Heed these words from Starbucks’ CEO: “We have invested well ahead of the curve to create opportunities for our customers to engage with their social and digital networks on mobile devices and are now beginning to see the payoff of these investments.” It’s no longer “well ahead of the curve” but modest investment on your part now will position you well in the coming year – even this year’s holiday peak.
Special offer: If you’d like a glimpse into social media use by your healthcare market segment: cancer centers, children’s hospitals, etc., contact me about participating in a free study.