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August 23, 2010 admin No comments

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Mobile fund raising uses the mobile phone to raise funds for charities, not for profits, political candidates and other causes. Fund raising utilizes sms texting capability built into all mobile phones currently on sale for Text to Give or Text to Pledge, and/or uses on-board apps or the mobileweb to take donations by credit card directly from the phone. Does it work? Who donates in this fashion? Why should a cause adopt mobile fundraising? All good questions, answered below.

First, by using mobile fund raising you have the ability to reach a new demographic that has been untouched by traditional fund raising methods. This demographic, made up of the millennial generation and others, is not a consumer of print, television or email content. Rather this generation is mobile, consuming YouTube & Flickr, socially networked through Facebook, Twitter and MySpace. This is the mobile enabled generation - for which you can be one of the first to reach with a call to action to contribute to your cause if you communicate at their level and by way of the device that's with them 24/7, always on, always available - their mobile phone.

Second, the delay between receipt of a call to action and being able to actualize it, such as by hearing a television ad and making the call or going to the computer to make a credit card donation, has the potential for gross loss of opportunity, requiring multiple impressions and high spend to move the prospective donor to action. In comparison, a call to action seen or sent to the mobile user can be acted on immediately, in the moment. This in the moment giving permits calls to action at events, on PSA's, in the news, to be acted on without the delay and inherent loss of intent suffered by other traditional giving requests.

Third, in the above manner mobile fund raising can activate traditional media so that the call to action therein can similarly be immediately actionalized. There is also a potential cross over benefit, where traditional donors will be continue to be impacted by print, television and email media, but those with access to a mobile device will be able to immediately respond. The cost of adding a mobile call to action to such traditional media would be marginal if any, especially compared to the potential for inciting the mobile user to action.

Fourth, mobile fund raising is available to everyone that has a mobile phone. Penetration of mobile phones are estimated to be above 70% of the general population, which translates into millions of potential donors.

Fifth, campaign setup and ongoing fees for a mobile giving campaign are quite low presenting a small cost to enter with a high potential return. Related mobile campaign elements such as copy writing the call to action, choice of keyword, instructions on how to operationalize the giving process, all optimize the return on investment of a mobile giving campaign.

Sixth, mobile integrates well with social network, Facebook mobile growth is greater than access by laptop or PC. Millennials are connected by social networks and you can use a shareable widget to take advantage of these social networks to initiate a mobile giving transaction.

Finally, there's a very important ongoing benefit of a mobile giving campaign - the resulting list of telephone numbers that have opted-in to receive further information from your cause. While a mobile user may change their phone and their carrier, they are unlikely to change their mobile telephone number which over time has become an extension of themselves, part of their identity. If the terms of use and privacy policy have been crafted property and made known at the time of the initial call to action, the mobile user would be regarded as having opted-in to the relationship thereby defined with the cause. This could then permit the cause to have ongoing communication, both downwards and two-way with the opted-in mobile user forever or until the mobile user opts-out. The value of acquisition of a telephone number and associated permission to recontact cannot be underestimated, as you have essentially set up a direct communication link with your prospect that can be mined for future donations and other requests.

Mobile fundraising is a new means of giving. This channel cuts through the clutter of traditional media messages that are ignored or not responded to by potential giving demographics. Mobile giving is immediate, responsive and inexpensive - the means of starting a lasting relationships with new giving demographics.

Tee Marek is an Account Manager for RadioTrafix.com, a mobile interactive agency specializing in traffic uplift through extending traditional marketing to new digital media including iPhone Apps, Mobile Messaging and Augmented Reality applications.

I hope this article helps you understand more about messaging applications, If you want the latest news and tips about mobile applications, please visit http://www.RadioTrafix.com.