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Unless you have a big-name celebrity like George Clooney or Justin Timberlake in your back pocket to whip out in the event of an emergency, the likelihood of an overnight surge of donations through a text-to-give campaign is pretty slim. However, the use of mobile for breaking news, announcing volunteered opportunities in a particular area or disseminating other useful information has potential for success, even for those of us who might not have Brad Pitt on speed dial.
Know your goal
Keep in mind that donations are capped at $10 for mobile giving, which is well below the online donation average gift. Using mobile giving as an acquisition tool via other media outlets such as television or events is the way to go. If you make a mobile campaign so prominent while also promoting to your house file, there is the potential that people who would have given $50 on your Web site will only give $10 via their mobile devices.
For more information about the rules and regulations governing mobile marketing, visit the Mobile Marketing Association's Web site.
Christina Johns is senior manager of DRTV and social networking for the International Fellowship of Christians and Jews.
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Hitting the Email Inbox
Email Marketing that Works (2nd Edition)
