Report - Non Profit Adoption of Mobile Giving
A report from Kaptive entitled "Are We There Yet? Non-Profit Adoption of Mobile Giving" dated April 5, 2010, across 162 organizations rendered the following excerpted insights into mobile giving's penetrations:
- In Next 12 Months, 36% of Respondents Will Have Deployed Mobile Giving
- Mobile Champions Need More Education the Potential, the Pitfalls, and Best Practices.
That despite the perceived hurdles blocking a decision, many leaders still find that mobile presents a compelling case for driving donor engagement. "Instant contact," remarked one respondent when identifying key advantages of a mobile channel. Another claimed its "necessary to connect with younger people."
In line with these comments, a strong majority of respondents (83%) believed mobile would improve donor convenience as well as reinforce donor engagement (74%) and donor acquisition (69%) activities for their organizations.
Forty-four percent of active program managers believe that the initial approach had insufficient opportunity to brand their mobile giving option. New marketing
campaigns will use stronger branding to reinforce the connection between mobile and mission. Almost 40% of respondents will also push tighter integration with the rest of their marketing mix from social media to outdoor advertising. Respondents believe these two changes will help drive more donor take up and build on the base of promotional vehicles that have proven most effective at building awareness of the mobile option: events, word of mouth, email messaging, and social media.
These programs also have a post-transaction gameplan: one-third of these managers will look for mobile giving technology that delivers the donor data
necessary to cultivate long term support beyond the initial transaction. This more integrated and intelligent marketing may begin to sway donor behavior.
Mobile web applications provide the flexibility, control, affordability, and user experience that address the challenges faced by mobile Early Adopters as well as
the needs of non-profits aspiring to use mobile media. There is always some risk in declaring a technology opinion but we believe the case for the mobile web is strong. First, these applications do not depend on a wireless carrier intermediary-eliminating the restrictions on an organization's size; expediting the receipt of funds; and removing restrictions on the value or frequency of donations. Next, good mobile web apps also avoid dependencies on a specific mobile devices (i.e., Apple's iPhone) thereby preventing another intermediary from imposing its own set of rules. Finally, the web-based technology is familiar to users and allows for multimedia communications and interaction.
Perhaps, the most compelling argument for the mobile web relates to its ability to evolve at a pace equal to this dynamic medium. Unlike SMS Text, mobile web apps can adopt new, added value functionality through simple interfaces. This ability to seamlessly connect to other applications enables the possibility for the integration of user analytics, matching gifts, social media integration and other future tasks important to the non-profit mission.
See the complete report by clicking here