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Nonprofit Mobile Day Feb. 16 in Washington: Registration open

February 15, 2011

elmoRegister now for Mobile Commerce Daily’s 2011 Nonprofit Mobile Day Feb. 16 in Washington to learn how Sesame Workshop, American Cancer Society, American Red Cross and Childhood Foundation deploy mobile for marketing and transactions.

Organized by Mobile Commerce Daily in partnership with the Direct Marketing Association, the daylong Nonprofit Mobile Day is the second edition of a continuing series that informs and educates marketers and nonprofits about the ins and outs of mobile marketing and mobile commerce, supported by case studies and research.

Please click here to register for the event.

The Nonprofit Mobile Day is priced at $495 for a day including breakfast, lunch and networking cocktails. The agenda is displayed below.


2011 Nonprofit Mobile Day
Wednesday, Feb. 16, 2011

A Napean and DMA Nonprofit Federation presentation

Venable (auditorium)
575 7th Street, NW
Washington, DC 20004

8 a.m.
- 8:45 a.m.
Registration and Light Breakfast

8:45 a.m.
- 8:55 a.m.
Welcome Address
Mickey Alam Khan, editor in chief,  Mobile Marketer and Mobile Commerce Daily
Senny Boone, senior vice president for corporate and social responsibility, Direct Marketing Association

acs9 a.m.
- 9:45 a.m.
Opening Keynote
American Cancer Society: How Mobile Plays a Key Role in Donor Outreach
The American Cancer Society is one of the most organized nonprofits nationwide, attraction attention and acclaim for its fundraising and donor outreach efforts. The nonprofit uses a variety of channels to communicate with donors and prospects, including events, direct mail and the Internet. Mobile is now key to reaching the society’s audience for marketing and fundraising purposes. In this keynote, attendees will learn:

 Why mobile matters to the American Cancer Society
 How the society conducts its mobile efforts
 Which mobile channels work and how
 Best-practice tips and the way ahead

Miles Orkin, national director for Web and mobile, American Cancer Society

Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

10 a.m.
- 10:45 a.m.
The Definitive Mobile 101 Primer
As an untethered medium, mobile comprises many channels including SMS, MMS, Web, applications, bar codes and mobile commerce. Each channel has its own mini-ecosystem and intricacies. However, to successfully incorporate mobile into multichannel nonprofit fundraising and marketing efforts, it is key to understand the ins and outs of each channel. Panelists will discuss:

 What are SMS and MMS, how to procure and use a common short code with keywords and smart calls to action
 The many types of bar codes and how to deploy and integrate them with direct mail, Web and outdoor media
 How the mobile Web is different from the wired Web, creating a mobile-friendly Web site and design tips to keep visitors returning, interacting and donating
 Why applications make sense, how to deploy them across platforms and why downloads are a badge of loyalty for donors and prospects
 The ABCs of developing and launching a program that includes all or many of the mobile channels

Matthew Valleskey, director of marketing for mobile services, Neustar
Ran Farmer, managing director for North America, Netbiscuits
Lindsay Woodworth, director of marketing, 2ergo

Dan Butcher, associate editor, Mobile Marketer and Mobile Commerce Daily

11 a.m. – 11:45 a.m.
Mobile Giving or Mobile Marketing – or Both?
Most examples of mobile and nonprofits highlight only the fundraising part of the medium. Fundraising for Haiti disaster relief is a case in point. But mobile is also ideal for marketing to donors and prospects, communicating with donors and building a database of opted-in mobile consumers that ties into the overall multichannel list. For many nonprofits and charities, it is not a case of either/or, but both mobile marketing and mobile fundraising. To get it right, delegates will learn:

 How to use mobile effectively as an outreach tool, either for marketing or communicating updates to the opted-in database
 How to build a database of mobile consumers interested in the cause
 How to use mobile to raise funds
 What spells success for a mobile program that targets the new generation of donors

Doug Stovall, senior vice president of sales and client services, Hipcricket
Jenifer Snyder, executive director, mGive Foundation
Christian Zimmern, vice president, Mobile Giving Foundation

John Styers, vice president of corporate strategy and industry relations, 3Cinteractive

12 noon
- 12:45 p.m.
Pre-Lunch Keynote
World Childhood Foundation USA: Managing Donations from SMS and a Mobile Web Site
Founded by Sweden’s Queen Silvia and supported by ABBA members, this charity offers assistance to girls and young mothers who are victims of physical abuse and exploitation. In November, 11 years after its founding, the charity’s U.S. arm launched a mobile site at for donations. Consumers can also text CHILD ($5) or YOUTH ($10) to 27722 to donate via SMS, with the amount added to the mobile phone bill or deducted from the prepaid account. Executives from the nonprofit and its mobile agency, Mobiento USA, will explain:

 What convinced Childhood Foundation USA to open a mobile giving channel
 What influenced the design and navigation of the charity’s mobile site
 How the SMS donation process works and what other nonprofits can learn from the process
 What resources is Childhood Foundation USA putting behind mobile and the role of the mobile agency
 How the nonprofit is promoting its mobile giving efforts
 Expectations from the mobile medium

Charlotte Brandin, executive director, Childhood Foundation USA
Fredrik Oscarson, CEO, Mobiento USA

Amy Kuznicki, manager of digital advertising sales, Verizon Wireless

1 p.m. – 2 p.m.
Sponsored Lunch Break

2 p.m.
- 2:45 p.m.
How to Create Effective Mobile Advertising Campaigns That Engage Donors and Prospects
Nonprofits might be tempted to apply the same rules to mobile ad campaigns that apply to online. They need to think twice before doing that. The mobile device’s screen size versus the computer’s – or even a layout in print – means that creative and call to action require special attention. So does location. However, mobile banners do share with online units the ability to let consumers interact in a two-way manner to drive traffic to Web destinations either for donations or alert registrations. In addition to creative, nonprofits will also need to figure how to measure the performance of these campaigns on various media buys. Session attendees will learn:

 How to deploy a mobile ad campaign
 Making a smart media buy
 Budgeting for a mobile ad program
 Creative dos and don’ts
 Measuring the performance of a campaign

Marcus Startzel, senior vice president of sales, Millennial Media
Brian Murphy, mobile ad sales, Google
Amy Kuznicki, manager of digital advertising sales, Verizon Wireless
Josh Herman, product leader, Acxiom

Lindsay Woodworth, director of marketing, 2ergo

red-cross3 p.m. – 3:45 p.m.
Post-Lunch Keynote
American Red Cross: How the Most Successful Mobile Fundraiser Changed Charitable Giving Forever
The American Red Cross is used to harnessing online, print and broadcast media to raise funds for disaster relief. But the Haiti earthquakes showed that another medium was equally adept at winning quick response from donors: mobile, and specifically, SMS. Thanks to SMS-savvy consumers and support from partners, the Red Cross raised more than $33 million to help victims and survivors of the earthquakes that devastated this Caribbean nation. The keynote speaker will discuss:

 Why mobile matters to the American Red Cross
 How the Red Cross conducted its Haiti disaster relief efforts incorporating mobile
 What lessons were learned with this effort and others that preceded
 Best-practice tips and what next

Josh Kittner, senior marketing consultant, for digital engagement, American Red Cross

Joy Liuzzo, senior director of mobile research, InsightExpress

4 p.m.
- 4:45 p.m.
Closing Keynote
Sesame Workshop: Tapping Mobile’s Strengths to Leverage Content
The nation’s leading preschool education nonprofit gets the potential of mobile and its actions so far have proved it does not believe in half-measures. Sesame Workshop has 13 applications and a mobile site at that is optimized to different devices and operating systems. Targeting mothers with young kids, Sesame’s mobile content includes games, news, classic clips, video and education via assorted muppets. So what does the home of Elmo and Big Bird know about mobile that others do not? Find out:

 Why mobile is key to Sesame Workshop’s future
 How the nonprofit translates content to mobile platforms
 How mobile integrates with other channels
 Is there a monetization strategy in place
 What works and what does not work on mobile
 Why nonprofits must embrace mobile

Anita Stewart, senior vice president of global corporate partnerships, Sesame Workshop

Moderator: Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

5 p.m.
-  6 p.m.
Sponsored Networking Cocktail Reception

Please click here to register for the 2011 Nonprofit Mobile Day Feb. 16 in Washington

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