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!

Changing Lives with Inspiration, Hope: The Stories of Two Modern-Day Heroes

By Katie Norwood

The ThinkTank has always been the kind to root for the underdog – and having worked with nonprofit organizations for numerous years, we’ve seen our fair share of individuals who are in need of support and assistance. It’s just the way of the world, it seems – some people are very lucky while others are decidedly less so. So when we heard the stories below, our hearts were warmed and we found ourselves to be truly inspired both by the spirit of human perseverance and seemingly endless ability to have hope.

We’re sharing them with you now so that perhaps you too may be inspired to help someone in need, and make a difference to a life.

Global Medical Relief Fund: One child at a time

Kenan was 11 years old when he was playing soccer in his home country of Iraq, and unknowingly stepped on a landmine. The horrific explosion shattered his face, tore out his eye, and removed his right arm and left leg entirely. Seventeen years later, his life has changed immensely with the help of the Global Medical Relief Fund, which helps provide essential reconstructive surgery and prosthetic limbs to children who have been the victim of wartime violence. Kenan, now 28 is inspired to provide support to other children who have fallen victim to the horrible violence of war.

Global Medical Relief Fund founder Elissa Montanti was inspired to take action when she heard a child's plea for help asking for "God and all merciful people to help me getting prosthetics." Today, Elissa helps direct a network of volunteers around the world, and the organization has helped more than 100 injured children – one child at a time.

Read the entire article or watch the video.

Coach Bob Hurley: The Sage of St. Anthony

St. Anthony’s basketball team has had a long history of success under Coach Bob Hurley, having won 23 state championships and three national titles – despite the fact that the school’s facilities are far from state of the art. Housed in an old building in a rundown neighborhood in Jersey City, NJ, the small Catholic school doesn’t even have a proper gym for its students. But that fact has never stopped Coach Hurley, who has over the years has passed up lucrative jobs coaching college basketball in order to change lives of students in the inner city. Known for running the most physically intense high school basketball practices in the country, Coach Hurley has managed to inspire his players to be the best for years.

And against all odds, it seems that the schools’ excellence extends beyond sports and into the classroom: for the past 17 years, 100 % of the school’s seniors have been accepted into college – a tremendous success rate, especially considering that many of the schools’ 240 students come from families living at or below the poverty level.

Read the entire article or watch the video.

Drug Free Youth In Town Featured on WBEC-TV’s Teen Talk

Congratulations to DFYIT (Drug Free Youth In Town) for its recent appearance on WBEC-TV’s Teen Talk this past Saturday, April 16, 2011.

Having worked with DFYIT for over five years, The ThinkTank is very proud to support the organization’s efforts to empower students across South Florida to live their lives without the influence of drugs or alcohol. DFYIT is a nationally recognized, community-based substance abuse prevention organization that focuses on and gives recognition to students who choose to live a healthy, drug-free lifestyle. Through its 60 DFYIT clubs in Miami-Dade and Broward Counties middle and senior high schools, DFYIT provides teens with social competency training, drug awareness counseling, conflict resolution skills, positive adult relationships, and pro-social involvement in their school and community.

In the special appearance on WBEC-TV’s Teen Talk, DFYIT student members and staff discussed the dangers of drugs, alcohol and violence and how the DFYIT program helps students to make positive decisions and to become advocates to their peers and community. DFYIT student members shared their past experiences with peer pressure and how the tools that they gained from the DFYIT program helped them to resist the temptation of alcohol and drugs. Members of the DFYIT staff also shared their experiences working with teens on the frontline of youth prevention.

From everyone at The ThinkTank and on behalf of the South Florida community, a huge congratulations to DFYIT for the great work you do!

For more information about DFYIT please visit www.dfyit.org or to find WBEC-TV in your area, please visit: http://www.becon.tv/becon-tv-schedules

Making the Political Cut: Will Nonprofits' Interests Be Kept Intact?

One of the most important concerns for nonprofit organizations has always been funding and fundraising - and nonprofits will likely face stricter budget cuts and less government funding over the coming years. With the most recent midterm elections effecting legislation already, an article from the Stanford Social Innovation Review poses the question: An Uneven Partnership: Will Tuesday's Election Change Government's Relationship to the Nonprofit Sector? The article discusses how the results of last week's election will have a direct impact on nonprofit organizations.

The state of the economy poses an additional challenge for nonprofits - in fact, recent reports show that Americans are donating less to charitable causes and are making smaller donations in general. Now more than ever, nonprofit organizations face operational and financial difficulties. Perhaps you may have already experienced the effects of these challenges in your own organization.

Another article to consider from the Nonprofit Times examines the topic of the political impact on nonprofits, Election results could paint bleak picture for nonprofits. In the end, only time will tell what the future holds, but the good news is that the possibility of change is always on the horizon.

Why Cause-Marketing Makes Sense for Nonprofits

Cause-marketing. Two words that have, as of late, begun to resonate more than ever with nonprofit organizations. Almost all nonprofit organizations face the challenge of fundraising and working within a limited budget - it is the nature of the industry - but there are many opportunities for nonprofits to market themselves creatively. One option is to form a strategic partnership with a well-known company, celebrity or public figure. These partnerships tend to benefit both parties involved - companies and celebrities get credit (and publicity) for being socially conscious and nonprofits stand to gain increased exposure and significant financial contributions.

Recently, MediaPost covered the topic with an article titled Ford, Pandora Launch Cause-Marketing Effort, which highlights a new partnership between Ford and Pandora. The campaign features recording artists John Legend and Jewel, and as per the partnership, the companies have promised to make a donation to the musicians' favorite nonprofit organization for each time a consumer shares one of their songs. Initially developed to promote Sync, Ford's in-vehicle media platform, the effort provides the nonprofit organizations involved with the financial support and large-scale exposure.

The key to successful fundraising is reaching consumers, engaging them, and connecting with them. Cause-marketing is most successful, it seems, when the concept, message, medium and execution reflect a very clear understanding of the consumer's lifestyle, preferences, and perspective - this knowledge helps organizations tailor a campaign for maximum effect.

For many nonprofits, when it comes reaching consumers in an engaging way, a little creativity can go a long way.

Reaching Donors, One Click at a Time

More and more, donors and potential volunteers are using the internet to gather information about nonprofit organizations. But to reach those audiences, it's no longer enough for nonprofits to have a mediocre or lack-luster web presence. It is essential that the website of any nonprofit organization is well designed and easy to navigate, with clear calls to actions.

Some nonprofits have been more successful at achieving these goals than others; one such organization is the Coalition for the Homeless. Well-planned and comprehensive, the website caters to all of the organizations' main audiences, provides essential information, and manages to look good in the process. With a regularly updated blog, relevant videos and a rotating flash banner with news about upcoming philanthropic events, the Coalition for the Homeless website is a great example of the “right” way to connect with donors.

For nonprofit organizations, keeping volunteers and potential donors well informed is essential to success and growth. A visit to an organization's website should reveal a visually appealing site and a clear, cohesive and well-branded design – all elements that are essential in creating a effective website that is easy to navigate. It is also a good idea to ensure that your website provides visitors and donors with easy options to get involved through direct calls to action (such as the Coalition for the Homeless’ site, which urges visitors to "sign-up"; "take action"; "donate" through links at the top of the page).

If you’re looking for more ideas, there are many different national and international nonprofits that have excellent website, such as the American Red Cross and Women for Women International. Another great resource we recommend is the article Nonprofit messaging: Keys to reaching your audience from the Philanthropy Journal, which has insight particularly relevant for nonprofits.

What other elements do you think are essential to developing a strong website for a nonprofit organization? We’d love to hear from you!

Going Gaga Over Celebrity Partnerships

By Katie Norwood

It’s been said that a picture is worth a thousand words – but exactly how much is a face worth? That number is $34 million, according to a recent report on the partnership between international pop star Lady Gaga and MAC Cosmetics. Last year, the singer became the newest face of VIVA GLAM, a long-running campaign to raise money for the company’s charitable organization, MAC AIDS Fund. Known for her highly theatrical performances, dramatic makeup (and outfit choices) and for her signature larger-than-life persona, Lady Gaga is an inspired choice for VIVA GLAM in a variety of ways. As a result, her involvement in the campaign has been extraordinarily successful.

Face Time: Reach and Influence
One major reason the campaign has done so well is because Gaga is such a well-recognized face, especially among MAC’s target consumers. Counting over 28 million Facebook fans and 8 million Twitter followers, she is extremely powerful in terms of social media influence – a fact that has provided built-in publicity for every new commercial or appearance she makes for the brand. With a simple tweet or a quick post, Gaga can stir up quite a buzz among her fans. Need more proof? A Facebook post promoting VIVA GLAM that was added to her page yesterday afternoon has already garnered over 19,000 “likes” and over 4,000 comments.

A Powerful Voice
Celebrity partnerships can be very beneficial for nonprofit organizations, but to optimize a campaign’s success the organization must pick a spokesperson who is well-aligned with the cause and the brand image. For the VIVA GLAM campaign, for example, it would have made little sense to pick a spokesperson who was not known for wearing makeup or who was, well, unglamorous. Gaga is all about glamour; she has yet to make a single public appearance sans-makeup (or even a coffee-run, for that matter). Her association with the MAC AIDS Fund also makes sense in terms of cause and brand congruity. She has a large and very loyal fan base in the gay community, which has long been supportive of the fight against the disease, and has always the cause herself.

So taking Lady Gaga and VIVA GLAM as an example, it could be said that the ideal “face” of an organization is someone who truly cares about the cause and whom consumers will have no trouble linking with the brand. Also, someone who has considerable influence and who brings added value to the brand, in terms of social media power or a professional/social network of contacts.

Of course, being a huge celebrity doesn’t hurt either.

Developing a partnership with a spokesperson who cares about your nonprofit’s mission can be incredibly important to reaching and building relationships with your donors. Has your organization chosen a celebrity or spokesperson to serve as the “face” of the organization? If you haven’t and you are still looking, we would be happy to help you.

At The ThinkTank, our passion and our mission is helping nonprofits grow. Our team provides nonprofits with the resources they need to grow and thrive – so if your organization is looking to expand, please don't hesitate to contact us.

Reach The ThinkTank’s Chief Visibility Officer Vanessa Horwell at vanessa@thinkinkpr.com or Katie Norwood at knorwood@thinkinkpr.com. Please visit www.thinktankpr.org for more information.