September 20, 2011

Mobile: The next frontier of nonprofit fundraising

 

Tie your mobile efforts to your email & social media outreach

Target audience: Nonprofits, cause organizations, NGOs, mobile advocacy groups, fundraising professionals, social media managers.

This is Part 7 of our series on social fundraising. See below for other articles in this series.

Guest post by Bob Jones
CEO, CharityCall

bob_jonesThere is little argument that email and social media platforms like Facebook and Twitter are fast becoming mandatory tools for supporter outreach. These communication channels provide nonprofit organizations with an immediate and effective way to solicit, cultivate and engage donor support.

From a pure fundraising standpoint, email and social media channels are only effective when the recipient is able to respond immediately to a call to action. At best, your call to action message is going to be read once, so if that message is compelling enough to cause the recipients to donate, then they must be able to do so immediately.

If your message is compelling enough to cause the recipients to donate, then they must be able to do so immediately.

Today, when your targeted recipient reads your online call to action from their PC, the “donate” link to your website’s donation portal allows them to respond immediately with a gift. So the process of reaching out via email and social media to gain donations is fruitful – as long as the recipient is using a PC.

What happens if your target recipients are reading email and social media updates from their smartphone? Unfortunately, this is where your call to action for donations can hit a dead end, because the “donate” page linked from your current email or social media message may be inconvenient and nearly impossible to navigate and use from a mobile device. Expecting a smartphone user to enter full name, address and credit card number can be a non-starter.

So what can you do? Continue reading