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Innogive 2012 Take-Aways: Mobile Strategy, Trusted Partnerships Key

The 3rd Annual Innogive Conference, held Monday April 2nd in San Francisco, showed how nonprofits can better utilize the mobile channel for engagement, program delivery and fundraising results.   All presentations, including mine, are now available at Innogive.com.   Susan Chavez gives her account of lessons learned from the day.

Beth Kanter & Panel - Innogive 2012

Notable Highlights included:

American Cancer Society’s enterprise mobile strategy. From QuitBuddy SMS to mobile site, m.Cancer.org , mobile apps & mobile donation pages, ACS has resources and requirements one would expect as Cancer’s primary organization.

Message here? Establish a  Mobile Strategic Plan.  First step: trusted vendor relationships.

  • Steve Adler, CEO of Charity Brands, gave participants a sneak peak at the SMS campaign Starbucks is launching any day now in support of Opportunity Finance Network -including Google and Banana Republic’s big bucks.  Great example of  mobile uniting society to fuel job growth.
  • Geoff Livingston  provided compelling case studies and reasoning for Razoo’s mobile initiative, and how their 2012 mobile stats have skyrocketed, crediting Chuck Martin’s book, Third Screen.
  • Katya Anderson helped us define what Mobile Return on Engagement provides:

(1) New Supporters (2) Brand Exposure, (3) Added Convenience & (4) Improved Advocacy Results

Other take-aways?

  • Nonprofits must articulate value of mobile  to those holding purse-strings by sharing what early-adopter nonprofits doing, track mobile traffic, etc.
  • Start with small projects such as mobile landing pages to meet supporters half way.
  • If location matters, enable mobile search into marketing strategy.
  • Run test campaigns, learn & fail fast, adjust accordingly.
  • Don’t create a native app unless it addresses a need not possible via mobile web.

Highly personal, mobile delivers countless ways to create deep connections.    Individuals in society can use their devices to not only help better other’s lives, but actively participate in bettering their own.

Mobile enables nonprofits to TELL their stories – pulling people in to create more happy endings.

Ready to visualize what happy endings are possible at your nonprofit?
Join our Atlantic BT ‘Gives Back’ Grant Contest, launching April 16th!

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