Getting the Word (and the BRAND) OUT

Some new developments have changed the scene for Cause Marketing via Mobile. The carriers have now created an action field for charity in their Messaging briefs. In other words they now acknowledge a distinction between general mobile marketing and the non-Profit world. YIPPEE!!

There are now parameters for how this plays out (non officials ones in any case) but it is a huge step forward. The field says that carriers will approve charity based premium messaging on a case by case system.
This could take weeks and if it is anything like getting shortcodes and general campaigns approved it will take 8-12 weeks. So even though the carriers have moved a step in the right direction it is imperative that the NPO’s lead the charge by getting their brands on the third screen.

The key is to get the word out there, to get your cause and mission available on the phone so end-users can interact with your organization. Think – adding a SMS call to action on your current print marketing; in your magazine add – Text “ALERT to 85944 for updates on what our Cause is up to”. This way you can send people a reminder of your web URL and ensure that you have a low threshold interactive call to action.

Mobile is a an integral part of extending your reach and a way to invite people into a greater experience with the Cause by starting on the phone and then moving to a full interactive experience that includes the phone and the web. We are seeing more and more NPO’s developing WAP sites and engaging in SMS campaigns. I believe there is a wave of SMS campaigns coming and we are looking forward to now releasing our new campaign designs and unique Cause Marketing Strategies that we have been working on for over a year.

This is going to be a great new season!!