Share & Connect
Undeniably, the mobile phone is a top-performing, universal, affordable marketing and communications tool — ideal for non-profit organizations that need to spread the word about their causes, stay in touch with sponsors and donors, and communicate to promote fund-raising.
In fact, nowadays, it is not only large corporate business that benefit from mobile marketing but also the non-profit organizations. So says Zoe Fox, a member of the Mashable.com social goods team in her recently published article “How To Launch a Mobile Campaign for non-profits”; “Text message campaigns are fund-raising miracles.
They allow almost any cell phone user to instantly turn his or her support into a donation. If you’re a small non-profit, a mobile campaign could be your dream come true”.
Mobile campaigns can be divided into two types – pull or push campaigns. A pull campaign works as part of a larger media campaign since the campaign has to be advertised using other means. The organization might use email, television, the Internet, or billboards to advertise a mobile marketing campaign.
The user responds to a call to action by texting a certain keyword or message to a common short code. On the other hand, a push campaign requires an initial opt-in database of mobile numbers, although organizations should be aware that the Mobile Marketing Association’s Code of Conduct stipulates that users must opt in to a campaign in order to contact.
Since push campaign do not require additional marketing in other media forms, they are easier for an organization to set up and manage if the organization already has a database of constituents.
However, in order to reach a successful mobile campaign, a non-profit organization needs to take many strategic steps into consideration. Jenifer Snyder, Executive Director of The mGive Foundation, an organization that solicits contributions in all states working to enhance the mobile giving ecosystem, came up with some essential tips for non-profits hoping to start their own text-based initiatives.
Know The Rules
In order to launch a mobile campaign, organizations must have 501©(3) non-profit status, file a form 990 demonstrating an annual budget of at least $500,000, have been in operation for at least a year and report all of its expenses to the public.
“However, with non-profit organizations that can’t have a half a million dollar annual budget, MobiPledge and Momares are one of appropriate solutions designed specifically for small non-profits with shorter histories” said Jenifer Snyder.
Build Your Foundation
It’s a fact that a mobile campaign can do much more than just ask for money. Before your organization thinks about a fundraising campaign, you need phone numbers. Consult with your provider or with other organizations that have used mobile campaigning to determine the number of people you can expect to participate in your campaign.
A strong database is one of the most important aspects to consider before launching a mobile campaign. Once you have collected a large group of phone numbers and organized the lists, it’s time for your organization to kick off the campaign.
Your key task is to turn your campaign goals into reality by figuring out how to reach your audiences and get them to participate. Do not send an immediate request for money without making a good first impression of your organization and your mission.
Remember that with your marketing effort, you can appeal to your subscribers’ emotions and then lead them join your mobile campaign.
“Big events with big audiences are the best opportunity to solicit text message donations. Because text campaign seek micro-donations, the moment your non-profit has its largest captive audience is best to launch a campaign” Jenifer Snyder emphasized.
Think Outside the Box
Mobile messaging is about interaction, not just a one-way pitch. This offers your organization a unique opportunity to find volunteers for specific events or inform people about rally. Your organization should concise that mobile campaign is not only to solicit donations but to do much more.
Snyder claims that 85% of text messages are read within 15 minutes of being received. This mean that there is a higher chance your audience will read text messages sooner than email in their inbox.
Text messages generally have better conversion rate. Nevertheless, your organization should be aware that the messages can become overwhelming and unwanted .
Try to limit donation inquiries to once a month, followed by a message of appreciation to those who donated. Encouraging ongoing engagement is an effective way to retain your participators.
Know the Limitations
Even though itis likely that a mobile campaign’s advantages outweigh its disadvantages, the non-profit campaigns still need to be aware of their limitations. For example, while this sets a minimum (usually $5 or $10) for donation, it also limits larger donations, unless users want to text 100 times.
With the widespread of mobile technology, a mobile campaign today is a good tool for non-profit organizations.