Exploring the Brave, New World of Mobile Giving

Don’t aim for the one-hit wonder
With the success of the Red Cross’ use of mobile giving, your engine might be on high gear to start boldly exploring this new frontier, but be wary not to put all your eggs in one basket. With so many options and mobile tools available, starting with small-scale tests can provide a more customized approach for integrating mobile communication into your marketing mix. Perhaps mobile giving doesn’t resonate well with your donors, and they prefer to go online, but if mobile-alert subscriptions take off like wildfire, then you can build a mobile subscriber list exponentially. Give yourself time to learn the best way for your organization to utilize this form of communication. Invest in (frequent) testing.