Nonprofits to try mobile channel

Share this content:
Nonprofits to try mobile channel
Nonprofits to try mobile channel

The Direct Marketing Associa­tion's Nonprofit Federation is gearing up to launch a mobile marketing test pilot program next month that will involve a dozen or more nonprofits.

“We've been paying attention to what's happening with text messaging and the younger generations,” said Sen­ny Boone, VP and executive director at the Nonprofit Federation, referring to the popularity of text messaging among consumers in their teens and 20s.

She added that with many non­profit organizations “looking at younger donors and how to gain their support now and having them continue to support in the fu­ture,” the new pro­gram is a way to encourage members to take a closer look at this method of fundraising and test its potential. “In Europe, there's already been a lot of success with text messag­ing and raising funds,” Boone said.

The Nonprofit Federation has part­nered with mobile marketing agency Mobile Cause for the program. Mem­bers that sign up will receive a discount on Mobile Cause's services and will be able to share their results with one an­other. In addition to gathering funds through mobile marketing, Mobile Cause also offers its clients ways to en­gage potential donors through mobile gifts, such as customized wallpapers and ring tones, and grassroots partici­pation, such as cell-based petitions.

“We've gotten quite a bit of inter­est” in the program already, Boone said. She added that because there is a heavy concentration in direct mail and e-mail communi­cation from many nonprofit organiza­tions, they're inter­ested in looking at “different ways” to raise money.

The Nonprofit Federation is asking interested parties to fill out a survey about the market­ing campaigns that are underway in the organization, what aspects of mo­bile marketing an organization is inter­ested in using and at what level — lo­cal, regional, national or international — it plans to deploy the campaign. It is also considering offering educational programming, based on the results of the test, to members who aren't a part of the program, or sharing the results directly with them.

There are more than 400 nonprofit or­ganizations in the Nonprofit Federation. Among them are the American Red Cross, The National Food Bank, Easter Seals, Sierra Club, WGBH Education­al Foundation, United Negro College Fund and The Metropolitan Opera.

Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here