Association of Fundraising Professionals

 

Survey of Findings on Non-Profit Adoption of Mobile Media and Mobile Giving

COMMUNICATIONS + STRATEGY + RESEARCH + DATA COLLECTION

Objective: to launch a study with a leading professional association and financial services powerbrand to identify a new revenue source for non-profit organizations in the aftermath of the Great Recession.

Success: Five years after a historic recession, non-profit fundraisers and their primary association, the Association for Fundraising Professionals (AFP) struggled to define a pathway to recovery. Kaptivate identified mobile giving as a new opportunity for income growth and donor engagement. In partnership with AFP and Visa, Kaptivate conducted a national study of non-profit adoption of mobile giving. This groundbreaking national study served as a catalyst for a national, multimedia outreach campaign to raise awareness and adoption of mobile as a powerful new channel.    

The study delivered new insight into the strengths, weaknesses, opportunities and threats associated with the new medium. It also identified a segmentation strategy based on non-profit classification codes, organizational size, organizational maturity, and geography. This segmentation intelligence, when correlated to Visa's transaction history, enabled a far more effective and efficient outreach campaign. Within a year of this outreach effort, non-profit adoptiion of mobile giving and mobile engagement more than doubled. Mobile media now represents an indispensable marketing channel that has been integrated by over 80 percent of the non-profit sector.

Capabilities:

  • research design, analysis, and promotion
  • strategic communications
  • copywriting
  • graphic desing
  • partner marketing
  • webinar/podcast production
  • broadcast media interviews
  • social media strategy