Mobile Technology for Nonprofit: The Future in Hand
Mobile technologies are the next-wave tool to create supporter-centric
nonprofit organizations — from text messaging across generations from AARP members to youth and the solid 40 percent of US adults who use the mobile Internet. In 30 countries, there are as many mobile phones in use as people — and one-seventh of the world’s population will have a “smart phone” by 2012. So what’s in all this for nonprofits? Plenty, reported a panel moderated by mobile technology pioneer Benjamin Rigby at Fundraising Day 2009 sponsored by the Association of Fundraising Professionals’ Golden Gate Chapter on May 5.
Rigby’s latest venture, The Extraordinaries, delivers on-demand micro-volunteer opportunities to mobile phones.
The Mobile Giving Foundation certifies 501c3 organizations to conduct fundraising via text messaging in $5 and $10 increments. The American Cancer Society (ACS) recently piloted this tool by using announcements at basketball games to encourage audiences to “text to give” for its annual “Relay for Life” fundraiser. Lessons learned? According to Miles Orkin, national director of E-Revenue and Mobile Innovation for the ACS, it’s important integrate mobile giving options with existing campaigns using print and new media.
Cell phone giving in other countries is more active than in the US, so US nonprofits can now help constituents get comfortable with the medium. Mobile phone lists have to be built according to opt-in and non-spam standards just as email lists have been for online fundraising in recent years. The Obama campaign, of course, is the poster child for effectively harnessing mobile technology. According to the panelists, among the ways the campaign collected cell phone numbers was to invite supporters to send in their cell phone numbers to be notified by text message as soon as the Vice Presidential choice was announced. The campaign continued the dialogue through other opt-in messages, then incorporated these numbers into a customer relationship management database.
There are many ways to build lists, said Matt Wilson, director of partnerships at Mobile Commons, one of the new crop of vendors for mobile advocacy and fundraising. For example, asking people to opt-in via Facebook and other social network sites. Because mobile giving technology is still fairly “byzantine,” however, a vendor can save an organization time and money in the long run, Wilson noted. The Mobile Marketing Association provides standards and best practices.
