Forum - April 2012

in mind the importance of testing the frequency and type of message your audience is interested in,” Plank says. “And remember such testing is incredibly easy and affordable via mobile.”

3. Gather;data. Plank recommends that your first mobile message be a poll that gauges members’ interest, gathers their opinions and solicits their ideas about mobile marketing. “Opening this new communication channel by seeking advice, opinions and ideas is a great way to establish trust while refining your mobile communication strategy,” he says. “I’ve heard time and again how valuable this early step is to developing a strong mobile strategy based on actual constituency feedback.”

4. Include;rich;media. Because more
than 85 percent of new handsets are
web-enabled, consider texting not
only text, but also video messages
from members, staff and volunteers.
“Texting isn’t just 140 characters
anymore,” Plank says. “Adding video
links to your text messages adds
valuable stickiness.”

browsing via their mobile device, how differently would you approach your web presence?” Plank asks. “Do you have a mobile-friendly website?”

8. Start. Whatever you do, don’t wait, according to Plank, who says 50 percent of nonprofits will use mobile in some way by the end of this year. “It’s affordable, it’s effective, it’s flexible [and] your competition is already using or planning to use mobile soon,” he concludes.