Q-and-A With Michael Kondratick, Director of Grassroots Advocacy, JDRF

FS: What kind of advice can you offer other organizations that are maybe considering using mobile?
MK: It all comes down to that organization's target audience. The sweet spots for us are families who typically have children with Type 1. Our message of a cure kind of resonates obviously with parents who are going to look at their kids with Type 1 and have a strong belief that a cure is going to be found in their lifetime. That's kind of our sweet spot. We have been slowly expanding and getting more adults with Type 1 in our core group as well, although it is still a smaller percentage compared to those families. But in any case, that is a perfect kind of sweet spot for mobile. I mean obviously, young parents — particularly late 20s through early 40s — that's a prime mobile audience who are going to be comfortable using text. They're also going to have such busy lives, always on the go, given the fact they need to take care of a child with Type 1 on top of all the typical busy family stuff, and it is hard to find a channel that is convenient for them. Mobile kind of serves that need perfectly for us. So that's pretty much what we found over the course of these six months.