Step 3: Define when and where mobile
makes sense for your audience.
Consider when and where your audience will be using the mobile solution.
If a member may be using an association mobile app on their commute to
and from work, would they most likely
want to read content, participate in a
discussion, listen to a podcast or look
up a contact? It’s unlikely they’re going
to be reading the organization’s constitution or consuming large amounts
of information. Will they have Internet
access? Will they be on the job where
your association will be providing some
type of resource to help them do their
jobs better? Will they be reading a hard
copy of the association’s publication,
where an inbound text campaign could
invite them to request information about
an upcoming conference that would be
later sent to them via email?
Consider the Whole
There are many things to consider when
putting together your association’s over-
all mobile strategy. Taking the time to
consider the entire organization will
build more value in the mobile projects,
potentially benefit multiple departments
and create long-lasting engagement for
the organization. After you’ve worked
through the steps to build a mobile
strategy, you may find that what you
thought should be a mobile app for a
two-day conference would benefit the
entire organization and membership by
including multiple programs in a mobile
website and promoted through QR
codes and a text campaign.
Kelly Flowers is principal at GrowthVine, LLC,
focusing on mobile and social strategy consulting
for associations. She maybe reached at Kelly@
MW&A Does your CPA firm specialize in helping associations and foundations stay financially fit? If not, contact Len Weitz at Mann. Weitz & Associates. We’ve been providing audit, outsourcing, tax, business advisory services/part-time chief financial officer (CFO) and consulting services to associations and foundations for more than 25 years.
Step 4: Conduct industry and competitive research.
One of the keys to providing the right
solution for your defined audience is to
find out what is already available via
mobile from their industry, or your association’s competitors. There’s no need
to re-invent the wheel, but it is important to know what your members are
already using and to whom it is already
providing something similar.
Step 5: Rank mobile projects and
ensure alignment of mission.
Once you’ve identified the types of
projects you’d like to “mobilize,” rank
them in order of importance and effort.
You should look at what types of projects will require the least effort and
cost, and weigh the costs and benefits
of those that are more complex and
require more detailed planning and execution. A final check should ensure that
all of these projects are in alignment
with your mission.
Visit the Association Forum’s “Use
of Social Media in Associations” Pro-
fessional Practice Statement to learn
more social media best practices at
Samples and Best Practice
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