Between Apple's skyrocketing iPad 3 sales, the projected increase spending in mobile apps and games, and the fact that anyone without a smartphone looks like they're living in the 80s, it's clear that mobile and tablets are not only a rapidly emerging market, but also one that can't be ignored. But for nonprofits, who have probably spent the focus of the last couple years solely on their social media strategy, what kind of role should mobile play in your nonprofit marketing strategy?
"[N]onprofits need to think about a well-rounded set of tools that also includes mobile Web, SMS and mobile bar codes as a stepping stone." Mobile offers multiple channels but some options will be more valuable than others to your nonprofit and it's important to assess the pros/cons in relation to your organization's goals. Used effectively, mobile channels offer ways to increase awareness about your cause and/or increase donations and support.
To app, or not to app?
Think mobile, and apps are probably one of the first things to come to mind (I may, or may not, have a secret addiction to Words With Friends)...but what can this channel offer for nonprofits and is it something you should pursue? The short answer is maybe. The long answer is that really depends on your organization's goals, users, and current mobile strategy. A recent study claims that mobile apps make sense for only "one in every ten nonprofits," however, used in the right way, apps can prove to provide benefits that mobile websites and SMS channels may not.
This is displayed in a new app, Cause.it, which is working to boost community engagement by providing an innovative way to connect nonprofits, local business and volunteers - in exchange for volunteering their time or engaging in social media accounts with nonprofits, do-gooders receive discounts to local businesses. It's a win-win situation for all: businesses get new customers, nonprofits get new contacts for their mailing list and increased social media presence, and volunteers get discounts in addition to non-monetary benefits.
So what is the right mobile strategy for you?
If you haven't entered the mobile market yet, I wouldn't suggest by starting with creating an app - It's best to get your toes wet before you decide to dive right in. A great way to do this is by creating a mobile site for your organization.
Mobile sites are the easiest and most important first step when expanding into the mobile market. With the sales of smartphones outpacing both PC's and tablets, "the majority of your nonprofit's supporters will likely be browsing your website on mobile devices by 2013 - and unfortunately most nonprofits are not prepared for this dramatic shift in Web communications." The good news is that mobile sites are one of the most simple and least expensive ways for nonprofits to develop a mobile strategy and offer multiple benefits.
For example, if your organization is already using group text messaging campaigns, a mobile site will increase the user-friendliness of reach of your campaign. Group text messages should provide a link for users to learn more or take further action, and a mobile site will allow you to link your group text messages to a Web page that is actually designed to be read on their mobile device and not a computer screen. (If you are still not convinced that your nonprofit needs a mobile site, here's five more reasonswhy you should reconsider...)
Keep in mind that content is still king and that a large factor in the success of your site will depend on users' experience. Some essential characteristics for a good mobile website include:
- Simple, clean design with few images
- Fresh and up-to-date content
- Location and contact information
- Social networking icons that link to your mobile profiles and pages
- A mobile-optimized "Donate Now" page
Bottom line
Developing a mobile strategy is not a "one-size fits all", but that while not every mobile channel is going to be a perfect fit, every nonprofit will benefit from at least accessing the possibilties of a engaging in the mobile market.