Jenifer Snyder talks with the DMA about "Mobilizing your Nonprofit"

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Jenifer Snyder talks with the DMA about "Mobilizing your Nonprofit"

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Tuesday, April 24, 2012 - 9:30pm

CONTENT: Article

I was talking with a fundraising leader last month about mobile and its future in the nonprofit community. She told me that she is a champion for mobile. When I asked why, she said, “My 81-year-old father started texting to commu- nicate with his grandkids and now he is a text machine. His hearing is declining daily and texting gave him a way to talk to people again. In fact, he sends me texts with the abbreviations that teenagers are using and I have no idea what they mean.”

Embracing mobile within your organization may not come easy, but then again, few things worth doing are truly easy. However, with 95% of Americans owning a mobile device and over 73% using SMS (text messaging), commu- nicating to constituents through mobile is more important — and effective — than ever. Moving in the direction of mobile isn’t about your organization, rather it is about your organization’s donors and constituents — and their direc- tion is mobile. 

As many of us remember, organizations that did not incorporate online or email donation tools into their overall fundraising strategies back in the late 1990s were scram- bling to catch up a few years later as the effectiveness of print-based campaigns dropped. Today, 20% of U.S. adults have made a charitable donation via online tools. Compar- atively, mobile as a donation channel is growing even faster than the online channel. In fact, since mobile donations were first introduced in January 2008, 9% of U.S. adults have made a charitable donation via text and those numbers are on the rise — and fast. As a result, organizations that do not embrace mobile in 2012 will likely be scrambling to catch up next year. 

Continue reading from page 4 in the Journal of the DMA Nonprofit Federation.

Keywords: Social Impact & Volunteering | Jenifer Snyder | The mGive Foundation | dma | mGive | mobile community | mobile giving | nonprofit federation | text giving

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