Mobile Growth Strategy: Communicate, Cultivate, then Fundraise
In a recent NTEN survey, only 16% of nonprofits expect to have a mobile-ready website in place this year and only 19% will have a smartphone application.
Return on Engagement is the new Return on Investment.
Similarly, consumers are not simply gobbling up smartphones and tablets at historic rates, they’re using them to engage with their favorite brands. In a study conducted earlier this year by Performics and ROI Research, fully half of all consumers reported making purchases via their mobile devices in 2010 and that number is expected to reach 75% this year.
Meanwhile, Visa, Mastercard and other transaction processing giants are racing to build mobile payment technology that is as ubiquitous as the devices themselves. Juniper Research says that Near Field Communications (NFC) purchases just for ticketing (e.g. travel, shows, etc.), will climb from just 2 million in 2010 to a staggering 15 billion by 2014.
NFC, which makes it easier for individuals to make location-based purchases (and donations), is just one example of the so-called “mobile wallet” initiatives that also allow individuals to make purchases via mobile Web payments (WAP), direct mobile billing, SMS and direct carrier. Juniper claims that within two years mobile payments will total $600 billion.
For nonprofits, these are good signs. Forrester Research has confirmed that the same individuals most likely to use smartphones and other advanced mobile technology are the same audience upon which nonprofits most depend for support – namely educated and financially secure.
This post is just an excerpt of a new White Paper on fundraising by MobileCause CEO, Douglas Plank.
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For the second year, the leading green business conference has utilized the Text2Screen and Twitter2Screen service from MobileGive to engage their audience via mobile phones. One of the highlights of the conference, held this year at the innovative Los Angeles Studio Center, is the OG-25.
Mobile donations and now mobile banking? According to Mercatus LLC, a mobile finance consulting firm, more than half of U.S. consumers, and almost 80 percent of those between the ages of 18 and 34, will use mobile financial services within five years.
The truth is, Cellular carriers need to find more ways to make money in the U.S. as their subscription growth slows. Sprint-Nextel, AT&T, Verizon Wireless and T-Mobile have about 275 million customers among them. Each levies charges on data transfers and video services, but at some point these will cap out as well. And the heated competition among the carriers pushes down prices as customers shop for the least expensive plans.
