Expand Your Organization's Reach Using the Mobile Web
The mobile handset gives you new and interesting ways to interact with your supporters. For example, geo-positioning features on the phone make it easier to serve content directed to a location in the future, or make it easy to direct supporters to your physical locations. Further, you can make it very easy for donors to make donations via a mobile Web "shopping cart." This does not go through the telephone network carriers, who take a percentage; rather, it is a transaction directly between the shopping cart and your organization.
Using a mobile content provider
There are hurdles in the mobile Web, but they are not difficult to overcome if you use a mobile content partner who understands the issues. Compared to your desktop site, which may need to be viewed on 10 or so different operating systems and browsers (i.e., Mac- or PC-based Firefox, Internet Explorer, Chrome, etc.), there are approximately 5,200 different potential viewing platforms in mobile. There are 200 carrier networks, 300 user agents per device, 500 content formats, 15 mobile browsers, six mobile operating systems and 10 software revisions per mobile operating system.
Mobile content management provides the platform layer that helps a nonprofit develop a site once and not have to redevelop for each new platform. It gives nonprofits the capability to optimize and monetize a lot of what they are doing on the Web.
Elements of a successful mobile site may include site monetization via advertisements, SMS integration, payment solutions, site search, video and geo-targeting solutions. Management is an important aspect and consists of tracking and analytics, application hosting, content and media, and a device database.
Annette Tonti is CEO of MoFuse, a mobile content management platform provider who has worked with small- to midsized nonprofits such as the Toy Industry Association and Oklahoma Youth Ministries, as well as the State Department and the SEC, to help optimize mobile Web brands.