Given that mobile phones are everywhere, capitalizing on this
ubiquity and pervasiveness is a real opportunity for charitable,
political and non profit organizations. The iPhone is particularly
suited for this task where app capabilities extend to using the display,
mobile merchant and texting integrations to make the iPhone a powerful
device to make spur of the moment or reactive contributions.
Delay
is the enemy of a call to action. This means that a request to give
made at an event, by radio and tv, or print materials, all suffer from
an inherent latency or delay before action can be taken. For instance,
consider what happens when an event mc requests the crowd to support
him, her or the cause they represent - the crowd has to remember the
call to action when they are proximate to a means to fulfill that
request, such as a computer or mailbox.
On the other hand, if a call to action is accompanied by the phrase "and download our app" or "text DONATE to 000000" to support the cause, such a call to action can be acted upon immediately by those present. This aspect to immediacy of action, with its corresponding fulfillment to the contributor, underlies the success of text to donate campaigns that reduce or eliminate the delay potentially associated with a call to action request.
Fundraising alternatives possible through an iPhone app include:
1. Text to Donate/Pledge - Through app integration with the texting capabilities available on the iPhone, a one button touch could initiate a $5 or $10 donation that would then have to be confirmed through an SMS double opt-in. Alternatively, the clickthrough could be routed by SMS to an IVR or live call center to take donations of higher amounts. Texting alternatives may however require carrier shortcode authorizations and/or Mobile Giving Foundation application.
2. Onboard Merchanting - Various merchant sources can be integrated on-device such as with Paypal or Google Checkout to take credit cards or permit direct account access.
3. In-app Advertising - Ads can be placed in the app or through other mobile channels that when clicked on could take the user to a charitable, political and non profit organization site or other means of monetization.
But there's more!... All the above benefits are further enhanced by virtue of the iPhone platform through its sharing capabilities. In a practical sense this means that the contributor can have the means to "pay it forward" by suggesting with moral persuasion, to their friends, in their phonebook, their Facebook site or Twitter followers, to follow in their footsteps in benefiting the cause they've just contributed to.
Wait! There's still more!... Once the app's been downloaded, you have a direct connection with those who are supportive of the cause. This connection can be energized at little if any cost in the future, through your app, by sending an alert or notification, or content directly to the app.
So there you have it - a win, win situation, of taking advantage of the immediacy of a call to action, potential viral sharing, and the development of an ongoing relationship that can bear future fruit... all with your iPhone app.
On the other hand, if a call to action is accompanied by the phrase "and download our app" or "text DONATE to 000000" to support the cause, such a call to action can be acted upon immediately by those present. This aspect to immediacy of action, with its corresponding fulfillment to the contributor, underlies the success of text to donate campaigns that reduce or eliminate the delay potentially associated with a call to action request.
Fundraising alternatives possible through an iPhone app include:
1. Text to Donate/Pledge - Through app integration with the texting capabilities available on the iPhone, a one button touch could initiate a $5 or $10 donation that would then have to be confirmed through an SMS double opt-in. Alternatively, the clickthrough could be routed by SMS to an IVR or live call center to take donations of higher amounts. Texting alternatives may however require carrier shortcode authorizations and/or Mobile Giving Foundation application.
2. Onboard Merchanting - Various merchant sources can be integrated on-device such as with Paypal or Google Checkout to take credit cards or permit direct account access.
3. In-app Advertising - Ads can be placed in the app or through other mobile channels that when clicked on could take the user to a charitable, political and non profit organization site or other means of monetization.
But there's more!... All the above benefits are further enhanced by virtue of the iPhone platform through its sharing capabilities. In a practical sense this means that the contributor can have the means to "pay it forward" by suggesting with moral persuasion, to their friends, in their phonebook, their Facebook site or Twitter followers, to follow in their footsteps in benefiting the cause they've just contributed to.
Wait! There's still more!... Once the app's been downloaded, you have a direct connection with those who are supportive of the cause. This connection can be energized at little if any cost in the future, through your app, by sending an alert or notification, or content directly to the app.
So there you have it - a win, win situation, of taking advantage of the immediacy of a call to action, potential viral sharing, and the development of an ongoing relationship that can bear future fruit... all with your iPhone app.
Tee Marek is an Account Manager for RadioTrafix.com, a mobile
interactive agency specializing in traffic uplift through extending
traditional marketing to new digital media including iPhone Apps,
Messaging and Augmented Reality applications.
No comments:
Post a Comment