Mobile Barcodes in the Non-profit Sector

The American Red Cross fundraising campaign for Haiti raised more than $32 million via mobile   using a common short code.  Texting the word “Haiti” to 90999 was an easy and efficient way for people to lend their support to those affected by the earthquake.

This kind of mobile marketing presents a huge opportunity for non-profits to expand their fundraising and outreach efforts. In fact, organizations such as MGive and Mobile Giving Foundation have been approved by carriers to do short codes for $5 or $10 donations.  This method provides a great way to collect donations quickly and easily.

However, while common short codes are effective, charities can only use this method for a one-time donation and since the charge shows up on your phone bill, they have no way of knowing who made the donation.  The relationship ends there.

These common short codes are also shared by multiple charities for donations purposes only and charities cannot use these shared codes for other uses, such as updates on progress, alerts, and continued outreach.

On the other hand, using mobile barcodes in campaigns can land users on a page and allow them to donate any amount they want via credit card. Barcodes also enable non-profits to provide instant access to specific content, such as videos, volunteer information, campaign updates, etc., thereby extending the relationship beyond a one-time donation.

This past June, NeoMedia and Neustar partnered to support the “One Million Voices Against Prostrate Cancer“ campaign to extend the reach of Ed Randall’s Bat for the Cure, a non-profit dedicated to raising awareness about prostrate cancer. We worked together to developed an application that allowed users to scan a barcode to view video content, make a donation, and follow the cause via a live Twitter feed from @batforthecure.  It also allowed people to add their name to a petition demanding sweeping policy changes and governmental action in the U.S. for prostate cancer. You can read more about this campaign here: Mobile Charity Moves Masses

Another recent example is that of a non-partisan group which launched a mobile barcode campaign called “Be The One” to address the BP Oil Spill (see “QR Codes To The Rescue In The Gulf To Address The BP Oil Spill.”) By scanning the campaign’s barcode, consumers are directed to a video as well as a place where they can sign a petition.

Barcodes and common short codes offer non-profits an easy and effective way to reach their target audiences via mobile devices.  Here are some additional resources related to mobile giving campaigns:

Mobile Giving Foundation

The Mobile Movement

MGive

MMA

On a related note, the Direct Marketing Association is hosting its Nonprofit Mobile Day today in New York City and I’ll be participating on a panel on “Why SMS is the Killer App for Charities.” If you’re in the area, come check it out.