By Tonia Zampieri, Director of Marketing, SmartOnline
Since Apple’s launch of the App Store in late 2008, and more recently with the Google Android Market , Smartphone apps have evolved from a bunch of mindless games to robust, useful, life-enhancing tools. Mobile website growth is exploding – and like we saw with the Internet – the early adopters are retail and major brands. Mobile Internet usage is outpacing the growth we saw with traditional Internet significantly. After all – it’s not an entirely new tool– it’s still the Internet – only the info is consumed in your hand – wherever you are and whenever you feel like engaging with it.
The laundry list we hear of why nonprofits should not look at the mobile channel (I am referring to mobile websites and Smartphone applications here) is about the length of my monthly Target shopping list. (Target lovers will understand this):
- “Too expensive” or “We have no money” – These always top the list
- “If it can’t guarantee an increase in donations today I can’t consider it”
- “Too many other priorities”
- “My target demographic isn’t on mobile” – Say What?
However I’m here to share with you that this approach (I’ll use my colleague Susan’s analogy) is akin to the Ostrich. Sticking your head in the sand will not change the fact that all organizations – businesses and nonprofits alike – must develop a strategy to integrate this new channel into their existing branding, communications and revenue efforts if they want to remain sustainable in the mid and long term.
I recently co-facilitated a webinar titled: Mobile App ROI & Getting Internal Buy-In:
Our recorded webinar is intended for any nonprofit leader who is considering how a Smartphone application will help raise more awareness, funds, volunteers or program delivery for their organization. Nonprofits are not businesses that have the luxury to continually test until something is perfect. Fail fast or, better yet, gather the resources to create a plan that is flexible and strategic.
Need more insight on how mobile can help you raise more funds? Join me September 8, 2011 for my webinar ‘A Beginners Guide to Mobile Fundraising ‘organized by Achieve. To register for this session go to: http://www.achieveguidance.com/webinars
“We are just stuck. I have no idea how we can develop this.”
“I don’t think we have the time to do this.”
“We need to spend time on this. We don’t have the resources.”