Updated November 2010 – Article you will also find helpful published in the September issue of the DMANF Journal, Donor Cultivation Goes Mobile. I also spoke on this topic in the August 2010 DMANF Conference in New York City.
Updated April 2010 (See end of post.)
What is this technology? MOBILE. Why do I believe it’s perfect for nonprofits? Because it is so personal.
And although it’s still unknown how viable text-to-give and micro-donations will be to your overall fundraising program . . . I believe mobile’s greatest contribution for nonprofits will come in relationship building.
Whatever you call it – relationship building, stewardship, or donor cultivation – mobile has the potential to enhance your efforts.
One thing about mobile that’s important to understand: It works best when it supports everything else you do. In other words, don’t think of it as a stand-alone channel. While some channels do fine alone (e.g., direct mail), mobile really doesn’t.
And while I’m on the subject, it’s best if you don’t think of ANY channel/media as stand-alone. All your efforts ought to be integrated across multiple channels. Any results will be improved (increased) when you take an integrated approach. Even if it’s as simple as sending a reminder email to a direct mail appeal.
Back to mobile.
Because I believe mobile is especially well-suited for nonprofits (charities and professional/trade associations), I’ve teamed up with Kim Dushinski to create a guide for nonprofits on how to use mobile. It should be published in early spring.
She is the author of The Mobile Marketing Handbook. Kim Dushinski is a recognized authority and expert on mobile marketing. I have experience working with nonprofits on their fundraising and marketing campaigns.
Together we’re writing a guide (a primer) to explain the A-B-C’s of mobile for nonprofits. And it will be written for Executive Directors, Creative Directors, Communications Managers, etc. In other words, for the person in the trenches that may not be a technical guru.
Stay tuned.
Updated April 2010: Our guide is ready. Mobile for Nonprofits – Connecting to Donors Through the Power of Mobile.
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