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How To: Putting Technology to Use (July 2009)

Your guide to the resources that will help you put technology to work for your cause.

Market to Mobiles

As Holly said, smart phone usage grew 80% between June 2007 and June 2008. The monetary figures are even more impressive: $1.9 billion dollars will be spent on mobile marketing in 2009. That's a lot of cheddar! And if folks are spending that much money on something, there's probably something to it. (Okay, there are exceptions.)

We're certainly not going to ditch our mobiles, so how can nonprofits get in on the mobile marketing action? First, you need to understand what it is and what it isn't. Then you need to build your list. (Just remember, you NEED people to opt-in before you text them.)

Not to be snarky -- well, okay, maybe a little -- but that's pretty much it. You can glean some tips on how to craft your mobile message from the restaurant professionals, who've been in the game for awhile now. You can also find some great information and resources at MobileActive.org and Mobile Commons. Oh, and we'd be pretty poor e-mail marketers if we didn't mention our upcoming webinar, "Mobile Giving Works, Learn How".

Steal Ideas (for a Better World)

If you've been wondering how your tiny little budget can compete with the $1.9 billion spent on mobile marketing, we've got the answer for you: steal some ideas. No, really. We do it all the time. Remember the web ads we ran for the 09NTC? We borrowed the concept. And while Holly put a heck of a lot of effort into remaking Beyonce's "Single Ladies" video, she wasn't the first to do it.

Here's a hypothetical example. Consider this particularly hilarious YouTube remix video. Now, let's say you work for an organization concerned with privacy. All you need to make a similar remix that -- oh, we don't know -- matches the words of a certain former VP with "Every Breath You Take", you just need some video footage. Did you know that CSPAN has a free video archive? That could prove useful. Then, grab some free audio mixing software, some free video editing software, a free clone of Auto-Tune (to make speech sound like song). Oh, and a staffer with a creative bent. Who wouldn't want to work on something like that? As Holly's video proved, a little (modified) imagination will get you some attention.

Need some mobile marketing inspiration? Well, Fanta made an app featuring sounds inaudible to anyone over the age of 20. Vodaphone's running a social media drama this summer. Heck, BMW got a 30% response rate selling winter tires.

What we're saying is: Don't just watch what other nonprofits are doing, watch what everyone's doing. Get outside your circle. Then steal their ideas.

Prepare for the 10NTC

We interrupt this newsletter for a self-serving commercial interruption.

We're still nine months away, but not a day goes by that somebody at NTEN HQ doesn't mention the 10NTC. Since we don't want to seem like obsessive hermits, we'd like to bring you in on the action.

The new Sponsor Guide is already available, so reserve your spots before we sell out (again). If you want to help plan the agenda, read about the process, then join us on our next Community Planning call on August 7th.

To help you relive the 09NTC, we've got a few "Best of" webinars coming up:

  1. Best of NTC: Mobile Giving Works, Learn How
  2. Best of NTC: Going Remote: What You Need To Know
  3. Best of NTC: Advancing Your Career and Earning What You Deserve
  4. Best of NTC: Confessions of a Social Media Campaigner
  5. Best of NTC: Integrated Fundraising Case Studies

And if 9 months is just too far away, join us in September for the Online Nonprofit Technology Conference.