Tonia Zampieri
I’m still adjusting to life back from my first NTEN conference (and nursing a nasty cold), but wanted to put fingers to keyboard and get some thoughts down on take-aways that helped me understand even more clearly just how important it is to help nonprofits determine their individual mobile strategy. First – it’s important that we start out with the basics.
When you hear people discuss ‘mobile’ in the context of nonprofits -what exactly are they referring to?
While at the NTEN conference to exhibit for Smart Online’s mobile products and services, I was excited as to how much discussion would center around this nebulous word – Mobile. Let me start by saying that mobile in and of itself is not a strategy – it is a channel. Within this channel there are categories which each have different features.
This very fact was mentioned at the the March 2011 NTEN conference session ‘Mobile Invasion: Which Strategies are Really Working Today’ when the presenter broke down four categories that encompass the nonprofit mobile channel. They are:
(1) Mobilized websites, (2) SMS, (3) Mobile Giving, & (4) Smartphone apps.
1. Mobilized websites – What’s the big deal – right? People are still using their computers more than their smartphones – for now. But the gap is closing quickly. One recent Neilsen study showed that today 20% of people open their emails nearly exclusively on their smartphones. Will this growing population be able to volunteer, donate or advocate for your mission with ease from their mobile device? Not if your site doesn’t have a mobile version. Bounce baby bounce.
2. SMS, short for Short Message Service is the most widely used data application in the World. The technology is not complex and operates basically the same way across devices and carriers. This ability to connect, educate and communicate with virtually anyone who owns a mobile phone is what makes this mobile category so popular. This is great when engaging with younger constituents. Effective campaigns can focus on social change, education, program awareness, and others. Text to Give also falls under SMS, which is discussed below.
3. Mobile Giving – Text to Give sprung into prominence with Haiti, now with Japan – and has been what everyone thinks of ’mobile giving’ ever since. This is arguably the most effective way to mobilize massive numbers of people in support of catastrophic disaster relief. Other well publicized Text to Give campaigns not connected to disaster have performed well – But if your organization’s cause does not speak to an urgent need or get wide publicity – is this the right mobile play for you? Start up and maintenance costs can offset mediocre fundraising efforts. Mobile giving is not just text to give. Let me repeat that..nah, you get the point. People are buying things with their mobile phones, and in huge numbers. Mobile donations via apps and mobile websites will soon follow suit (it’s already happening) – just like online donations followed online shopping. This is simply a new channel that you must be prepared for.
4. Smartphone Apps – perhaps the newest kid on the block – and the category that can create practically as many opinions as there are experts – particularly with the web app vs. native app debate. However, my opinion is that the best engagement is available on native platforms based on a mobile device’s operating system (Apple, Android, Blackberry, Windows). What makes these applications so powerful and unique to mobile websites are their ability to utilize features available via the phone itself! Whether it be using the camera, video, geo-location or push messaging – these apps have the ability to engage your supporters and create lifelong connections like no other technology in existence today. Is it necessary for every single nonprofit out there to have an app? Absolutely not. Unlike mobile websites, which all organizations must eventually implement, a mobile app will be a strategic play that delivers value, utility and loyalty through ongoing interaction with your programs and cause.
Intrigued but not sure where your organization should start?
Contact us now for a free 30 minute mini mobile assessment for your organization.
‘Til next time, Tonia
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