Non-profit organizations must use innovative forms of advertising because they cannot exploit the usual tools of ‘cool’ advertisement – sexual appeal and alcohol – to promote campaigns for rain forest preservation, or civil rights, or human trafficking. They must use the art of human emotion and ethical perspectives with a hodgepodge of events like auctions, selling tickets for art exhibits, restaurant profit turnovers, etc. The bottom line is that a nonprofit organization needs to either get the supporter in front of the website to donate or at an event where a supporter can donate. It does not need to be this complex anymore.

Within the last few weeks I have seen more and more articles pop up about how nonprofit organizations should implement mobile apps, mobile sites, and mobiles ads. I must admit, now that I look back, I find it shocking that it took this long for brands to see how applicable and efficient mobile marketing can be. After all, 85% of people read an unread text message within 15 minutes of receiving one. Compare that to 15% of readers who actually open an unread email (and that’s actually considered a good rate for email marketing!).

Nonprofit organizations, this is your wake up call. Your target audiences all have a cell phone! They are more then willing to support you; after all, you do have their contact information and monetary donations. Now give them something back that they can carry around with them, aside from their big hearts and pocket. Give them the luxury of convenience and accessibility, the art of modern technology with the oldest of traditions – helping others.

Whether you want a mobile ad, a mobile app, a mobile site, or even an SMS alert system, stop limiting your fans. Engage your devotees’ day or night and build a modern mobile relationship both parties can benefit from. And if you are worried less people will donate, just let the numbers do the talking. Last year, over $50 million dollars were given via mobile donations. And this is $50 million through a channel that has yet to utilized to its full potential. Can you imagine if all nonprofit organizations allowed supporters to make a mobile donation and to access company information whenever they pleased? The predictions are insurmountable. Isn’t that impressive?

Demographic wise – you are probably catering to a more mature and affluent demographic. Today’s generation, both young and old, is one of mobile addiction. Extend your reach to all age groups with the use of mobile marketing and advertising, and watch your support list go through the roof. Do your country a courtesy, and provide a healthy alternative to sexting and Facebooking, inspire our youth to assemble and become an active participant in the global community – to make a difference right through the palm of their hands, with one click.

It’s that simple (and brilliant!).

So, for current nonprofit organizations that are utilizing mobile marketing, I applaud you for staying with modern modes of promotion. But please, question your mobile components and make sure that 1) your mobile site is actually optimized for a mobile phone and not simply a trans-coded redirect from your regular website and 2) that you are utilizing the best mode of mobile engagement for your organization (i.e. mobile site, mobile ads, mobile apps, mobile donation, SMS alerts, etc.). For nonprofit organizations that are currently not utilizing mobile marketing and advertising, what are you waiting for?

I think these results can be attributed to a few reasons:

1.  The process is simple. No call centers or re-directing the user to a website. The transaction is completely isolated on their handsets.

2. The amounts are small, but in copious amounts they add up! People are willing to donate if it doesn’t break the bank.  The future of charity is not big galas or huge donations. It’s the reach of  a huge audience!

3. Some people are wary with entering credit card information online on a website. SMS donations are answer to the reluctant donator.

What did you like or didn’t like about the process?