The New Mobile Normal & Three Easy Ways to Address It | npENGAGE

The New Mobile Normal & Three Easy Ways to Address It

By on May 16, 2012


Mobile Form for Nonprofits

Today’s guest post is from Tonia Zampieri. Tonia’s the Mobile Strategist for Atlantic Business Technologies. She has nearly 10 years of digital fundraising and marketing experience and launched one of the very first nonprofit iPhone apps, Tap-n-Give on iTunes in 2009.  Say Hi on Twitter @iheartcharity

Mobile Form for NonprofitsI used to suspect with a career in mobile technology I was not normal.  Back even a year ago, some friends would say “Can’t you put your phone away and just enjoy our conversation?”  Mind you, these friends didn’t yet have a smartphone, how could they have known?

At a brunch last weekend I chuckled when those same two friends, smartphone in tote, were up to the same shenanigans they accused me of.  How soon we forget…

If you are like a rapidly growing number of American adults today, this blog is being consumed on your smartphone.  Maybe on a subway train, Starbucks line, sponsor’s reception area or at Tommy’s little league game.

In today’s Reality TV world – is this our new reality?  I would dare say yes.

According to a recent econsultancy blog Inforgraphic – by December more Americans will read emails from their phone than their lap or desktops.

Today 64% of Americans say they will dump emails not optimized for mobile.  Imagine what this stat will be by year-end?  Retailers, even states like Maine, are all over mobile web.  Why?  Because 50% of America, and growing, are all over mobile web.

How will charity year-end appeals fare as industries adapt? Our insatiable demand to consume content and calls to action effortlessly via mobile web is being met.

When compared to Internet growth, mobile web is killing it.  We have a love affair with our smartphones.

As a nonprofit leader, how can you guarantee we’ll be downright obsessed with your mission?

Here’s three easy steps to get you started:

  1. Mobilize your online messaging, particularly when including a call to action.  Assume all your contacts are experts at multi-tasking.  If you’re asking them for something – be direct.  Say why you need it, when you need it and how it’s going to make a difference.  Don’t beat around the bush.
  2. Mobilize any form accessed from email campaigns.  Donation forms, volunteer forms, event registration forms.  Try tapping your home page donation button from your smartphone to see what it looks like. Hopefully it’s simple to use. If not, you’ve got work to do.
  3. Only send single column emails formatted for mobile web.  Use short email subject lines.  Regardless of your urgent plea,  if it’s hard to navigate it’ll be tap trash, as I like to call it.

Beginning with these small but important changes will ensure your long-time and newly cultivated supporters will continue to listen & give.  But proper timing is a must before they assume you are out of touch with who they are and what they need.

Win a Free Mobile Strategy Session

Developing a mobile strategy addressing both mobile technology and mobile marketing opportunities is your next step.  For a chance at one of 12 FREE mobile strategy sessions, check out The Atlantic BT “Gives Back” Mobile Grant Contest.  Initial submissions end Friday night midnight ET.  You don’t need to know exactly how mobile technology can best help your mission – but here’s some ideas to help.    Nonprofits from around the Country including Washington, Oregon, Florida, New Jersey and North Carolina have applied.



Frank Barry, formerly worked at Blackbaud helping nonprofits use the Internet for digital communication, social media, and fundraising. He’s worked with a diverse group of organizations including LIVESTRONG, United Methodist Church, American Heart Association, Big Brothers Big Sisters, ChildFund Int’l, InTouch Ministries, Heifer Int’l, University of Notre Dame and University of Richmond. Along with writing for industry publications like Mashable and Social Media Today, Frank facilitates discussions, presents solo sessions and organizes panels for industry conferences such as NTC, SXSW, BBCon and numerous others. When he’s out and about he enjoys talking to interesting people about how they are changing the world – check out his interviews. Say Hi on Twitter – @franswaa or Google+

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