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Here's my column in this month's FundRaising Success magazine, Text Giving: A Tool, Not a Miracle.
Teaser: If you pushed just one person to give via mobile who otherwise would have given by any other medium, you lost a rather large bunch of money.... How many people scratched their philanthropic itch with a quick, anonymous 10 bucks -- when they might have happily gone online and joined the ranks of connected and considerably more valuable donors?
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Jeff Brooks, creative director at TrueSense Marketing, has been serving the nonprofit community for more than 20 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you'll join him in that opinion. You can reach him at jeff.brooks [at] truesense [dot] com. More.
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The Agitator
Jeff,
I believe that if nonprofits only see mobile as another tool for getting donations, then they're only seeing the tip of the iceberg. It is a very viable means of donor cultivation through news updates, success stories, reminders for special events, call for volunteers, and on it goes.
Surveys of mobile donors indicate 71% like the idea of receiving relevant updates via mobile. And most appear to see mobile as a means of donating for emergencies. All this will evolve over time. Meanwhile it is definitely worth integrating into the marketing mix.
Again, text-to-give is only the tip of the iceberg regarding what mobile can do for a nonprofit.
Posted by: Karen Zapp, fundraising copywriter | 23 April 2010 at 08:18
Dear Jeff,
Loved the way you equated texting with your new power tool! Your POOR CAT!
Great column!
Mazarine
http://twitter.com/wildwomanfund
http://wildwomanfundraising.com
Posted by: Mazarine | 25 April 2010 at 12:40
Jeff--with different tools--we would say you hit the nail on the head! Keep us thinking about how to use technology to advance the ministry vs technology driving the ministry. RVB@BL
Posted by: Randy | 20 May 2010 at 06:30