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Nonprofit Mobile Day 2011: Articles and presentations

February 18, 2011

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Here are the articles and presentations from Nonprofit Mobile Day Feb. 16 in Washington. The event was hosted by Mobile Commerce Daily and the DMA.

American Cancer Society: How Mobile Plays a Key Role in Donor Outreach
The American Cancer Society is one of the most organized nonprofits nationwide, attraction attention and acclaim for its fundraising and donor outreach efforts. The nonprofit uses a variety of channels to communicate with donors and prospects, including events, direct mail and the Internet. Mobile is now key to reaching the society’s audience for marketing and fundraising purposes. 
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The Definitive Mobile 101 Primer
As an untethered medium, mobile comprises many channels including SMS, MMS, Web, applications, bar codes and mobile commerce. Each channel has its own mini-ecosystem and intricacies. However, to successfully incorporate mobile into multichannel nonprofit fundraising and marketing efforts, it is key to understand the ins and outs of each channel.
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Mobile Giving or Mobile Marketing – or Both?
Most examples of mobile and nonprofits highlight only the fundraising part of the medium. Fundraising for Haiti disaster relief is a case in point. But mobile is also ideal for marketing to donors and prospects, communicating with donors and building a database of opted-in mobile consumers that ties into the overall multichannel list. For many nonprofits and charities, it is not a case of either/or, but both mobile marketing and mobile fundraising.
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World Childhood Foundation USA: Managing Donations from SMS and a Mobile Web Site
Founded by Sweden’s Queen Silvia and supported by ABBA members, this charity offers assistance to girls and young mothers who are victims of physical abuse and exploitation. In November, 11 years after its founding, the charity’s U.S. arm launched a mobile site at for donations. Consumers can also text CHILD ($5) or YOUTH ($10) to 27722 to donate via SMS, with the amount added to the mobile phone bill or deducted from the prepaid account. 
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How to Create Effective Mobile Advertising Campaigns That Engage Donors and Prospects
Nonprofits might be tempted to apply the same rules to mobile ad campaigns that apply to online. They need to think twice before doing that. The mobile device’s screen size versus the computer’s – or even a layout in print – means that creative and call to action require special attention. So does location. However, mobile banners do share with online units the ability to let consumers interact in a two-way manner to drive traffic to Web destinations either for donations or alert registrations. In addition to creative, nonprofits will also need to figure how to measure the performance of these campaigns on various media buys. 
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American Red Cross: How the Most Successful Mobile Fundraiser Changed Charitable Giving Forever
The American Red Cross is used to harnessing online, print and broadcast media to raise funds for disaster relief. But the Haiti earthquakes showed that another medium was equally adept at winning quick response from donors: mobile, and specifically, SMS. Thanks to SMS-savvy consumers and support from partners, the Red Cross raised more than $33 million to help victims and survivors of the earthquakes that devastated this Caribbean nation. 
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Sesame Workshop: Tapping Mobile’s Strengths to Leverage Content
The nation’s leading preschool education nonprofit gets the potential of mobile and its actions so far have proved it does not believe in half-measures. Sesame Workshop has 13 applications and a mobile site at that is optimized to different devices and operating systems. Targeting mothers with young kids, Sesame’s mobile content includes games, news, classic clips, video and education via assorted muppets. So what does the home of Elmo and Big Bird know about mobile that others do not? 
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