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As we've been reminded recently, mobile donations and text-to-give campaigns are quick and easy ways to ask people to give. This is especially true when natural disasters strike, and people are eager to help immediately. One of the drawbacks with mobile giving that we've discussed before in relation to the Haiti earthquake is how to continue to keep mobile donors engaged once the donation is complete.
Douglas Plank, the CEO of Mobilecause, offers some tips on how to create and maintain relationships with mobile donors after the initial donation. The key is understanding that nonprofits have to work to earn a relationship with donors.
Plank suggests finding ways to engage donors in meaningful and fun ways, such as contests, polls, and updates on what their donation has helped accomplish. Nonprofits shouldn't just communicate with donors to ask for a gift, but instead focus on thanking them and pulling them in with additional content. Then nonprofits develop a relationship with the donor, who will then hopefully influence their social networks to donate as well.
For more, watch the video below on Plank's talk during the Mobile Apps and Social Good panel at BlogWorld 2010.