...is no app at all. Fundraising apps are pointless - you need to engage and inform if you feel like you must have an app.
Sorry to pull a bit of a bait-and-switch on you, but I am surprised how many nonprofits are focused on the creation of a fundraising app for their organization.
This is one of the areas where I believe consumers have different expectations of for-profit and nonprofit organizations. Here are some data eMarketer compiled from mobile app users:
There are some compelling points for the for-profit organizations to create an engaging mobile app, but let's look at it Through Nonprofit Eyes:
What would a potential donor gain from your mobile app if it is only for fundraising?
1) A way to give? Sounds great... but do you have a lot of folks telling you "I was going to give, but there wasn't an app for that?" I may be wrong, but I don't think this is the primary reason folks would install an app, when they could make a gift online via the same phone without jumping through as many hoops;
2) A way for you to pester them about giving? Hmm...
3) Anything else?
I am not claiming there isn't a place for apps in the nonprofit world, but they should be based around the services and expertise provided by the organizations, not strictly making gifts. These type of apps will further inform and engage, which can build a foundation for gifts... but I bet they don't come through an app.
All of this being said, there are some nonprofits doing a nice job engaging folks with apps. Here you go:
Capital Area Food Bank (Austin, Texas) - iPheedaNeed:
Great, engaging app with games, events and impact news. Their president, Debbie Bresette, was kind enough to be a guest of the blog in July. This is easily the most-cited example of a good nonprofit app.
An easy way for NPR supporters and listeners to keep up with NPR programs and news. Just another way for folks to be engaged by NPR and - hopefully - be more likely to give when the ask comes.
2 comments:
I would recommend Voucherry App too: http://itunes.apple.com/ro/app/voucherry/id556884627?mt=8 It's free and easy to use. It allows users to contribute to causes without spending money at all.
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