I'm So Confused About QR Codes
Since QR stands for "quick response," I'm going to keep this week's blog post short and sweet. I'm really interested in hearing from some nonprofits that are using QR codes successfully.
Let's be clear — QR codes are everywhere. I was even at a national park this weekend, and there were QR codes on little signs throughout the park to facilitate a tour of the island. I bought a new car last week, and while I was receiving all the crazy paperwork, I received a flier with a QR code on it so I could download the car's manual to my phone. (Why would I want to do that?)
I do understand that QR codes provide some companies with the ability to gain instant feedback on preferences and interest. I also get that it is a quick way to capture mobile contact information from customers. I just struggle a bit with fundraising and donor relationship building.
From a marketing perspective, QR codes are about helping a constituent quickly access information. But, in reality, there is an engagement that is the true measure of success. Did the constituent spend time on the site or interact with the information he or she accessed? The metrics are extremely important for this marketing tool, but the strategy is as well. Why do you want to use the QR code? What are you trying to accomplish with your constituents?
If you want to see some of the worst and best uses, take a glance at this article, "Proper and Improper Use of QR Codes: 10 Great Examples of Each," by Uriel Peled, co-founder of Visualead. Do you see a glimpse of your marketing campaigns in any of these?
Do you have some great examples of how your nonprofit has used QR codes? Share them with me via email at firstname.lastname@example.org and I'll share with the rest of the community in a future blog post! I would love to hear from you.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.