What's new for 2010? Proof that Mobile Giving Works

I spend a decent amount of time helping a few non-profits in the Cleveland area figure out how to develop a social media strategy and leverage it towards their goals. Know which goal is always top of mind? Raising more money. How could it not be, right?

If you have spent anytime on Facebook lately, you probably experienced the latest trend in non-profit giving: mobile donations.

Both the American Red Cross and Wyclef Jean's YELE Foundation have taken the Obama model when it comes to fundraising (forget about huge donations from a small amount of people, get small donations from a large group) and utilized new technologies to simplify the process. The response has been astounding: According to a press release, the Red Cross has already raised over $35 million with over $5 million coming from $10 dollar donations provided through individual mobile providers. On top of that, Wyclef Jean's Yele Foundation has raised over $1 million with individual $5 donations. Even brands like Ritz are supporting these groups by posting links on their Facebook pages.

Obviously, the earthquake in Haiti is a terrible circumstance, and expecting people to give at such a level is unrealistic (I have to say how great it is that people have decided to donate to support those in need). But what does this mean for your run of the mill non-profit?

There are great opportunities to use mobile as a fundraising tool. It provides the donor the simplest way to donate. No need to even input a credit card into a form on a website, no need to fill out any information. In under a minute, and two text messages later (one to confirm) my donation was made. It was even possible to set up a recurring charge on my account if I wanted to donate more than five bucks.

Non-profits need to start embracing this technology as part of their fundraising efforts. Developing a mobile strategy around a campaign will allow a non-profit to grow your their fundraising base in innovative ways. During a end-of-year push, utilizing a combination of email, social media and other marketing tactics, in combination with a mobile delivery system will not only increase the amount of money that a group can bring in, but will also allow new donors to make a donation and learn about your organization.