Mobile Giving and The Nonprofit

By: Vanessa Horwell

2011 is the “Year of the Mobile,” and it's conceivable that 2010 was the former reigning champ. Smartphones were predicted to beat PC sales in 2011; instead, they surpassed sales in 2010. Apps are more advanced than ever, and as anyone knows who's held a smartphone, they cover all of life's little details—now including charitable giving.

Connecting with Donors and Supporters

With over 80% of people using mobile phones in the U.S., targeting mobile phone users to increase donations is a viable maneuver in the nonprofit world. Phones are nearly tethered to their owners, and according to Smart Online Inc.'s A Mobile World, smartphones users are more likely to check their emails via phone. If apps are considered too advanced or too costly for a certain NPO, continued email efforts with mobile phone optimization allows potential donors to view company updates and calls for collection. With 72% of respondents stating that they checked their email more often on their phones, it's a smart first step.

If more than 50% of smartphone users are primarily checking their emails on their phones, it's a safe bet that they're using the same mobile to access social networking sites. 63% of respondents to A Mobile World's survey said that they use their smartphone at least as frequently as their computer for social networking sites, and it's predicted that the number of individuals who prefer mobile apps over websites will only increase.

Using Mobile Marketing for Engagement

Mobile marketing for any NPO is dependent on how each plans to interact with donors. When donors' needs are addressed in app development, it becomes easier to create mobile apps and mobile-friendly communication. In the case of early-stage iPhone app Tap-n-Give, founder Tonia Zampieri revealed that audience needs were initially quite basic: donating to participating nonprofits and sharing their favorites with others. As the app evolved, Zampieri developed a branding experience for nonprofits that included downloadable wallpapers for involved users.

As will be the case with all app development, it became necessary to fine-tune the app as user feedback returned. According to the Tap-n-Give Story (May 2011) Tampieri's app sold for .99, with a significant portion going to back to nonprofits, but charging a fee still slowed adoption. The iPhone-specific availability also decreased use. Tampieri identified technical issues and also worked to keep up with developments in the field (such as QR codes), noting that marketing efforts cannot fall by the wayside despite the fast-paced nature of app development. Even though she claims Tap-n-Give “wasn't the huge success I'd hoped for in terms of the support it brought to those involved,” Tampieri added “[apps] can not only be a phenomenal branding tool, but also an entirely new way to capture engaged supporters who spend a large amount of time on their mobile device.”

Expectations for Mobile Donations

It's unsurprising that few people have donated via mobile app when so few of these apps exist. However, there is forward momentum. Few NPOs have mobile apps for the public, but individuals have used their phones to support causes by signing petitions, accessing a charity's website and donating, supporting nonprofits, and sending texts to donate. Interest is there, and with strategic app development, NPOs can make smartphone and tablet donation options work for them.

The first step? Specifying where a nonprofit stands in order to connect with donors and supporters, and targeting the public through increased mobile-friendly presence.

Where does your NPO stand when it comes to mobile giving? Do you have a mobile strategy in place? We would love to hear from you!