Giving Goes Mobile for United Way

United Way of Southeastern Connecticut kicks off its annual community campaign. They’re going mobile—piloting a communication and solicitation strategy through mobile devices.

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On Sept. 10, when the Gales Ferry-based United Way of Southeastern Connecticut kicks off its annual community campaign, the organization — for the first time in its nearly 50-year history — will be relying on more than the traditional worksite campaign efforts to raise its soon-to-be announced campaign goal. This year, they’re going mobile — piloting a communication and solicitation strategy through mobile devices.

It’s an approach that recognizes the economic realities of the region and reflects a growing trend in charitable giving.

“Our local economy has declined considerably, which impacts our ability to raise dollars to support our community needs,” said Walter Hewitt, the United Way chapter’s director of technology. “At the same time, those needs have increased considerably.” And with employee numbers in the region lower than in past years, he contends, mobile giving provides another way to solicit donations and educate people about community priorities.

It’s an investment that Douglas Plank, CEO of California-based Mobile Cause, thinks will pay off. Plank, who has 30 years of nonprofit experience, sees mobile technology as the best thing to happen to fund raising since the pledge card. In fact, his company — with more than 900 clients nationwide, including United Way of Southeastern Connecticut — focuses exclusively on providing non-profit organizations with mobile communication and fund raising solutions.

“As more people go online through their mobile devices, mobile giving will become synonymous with online giving,” Plank predicts. “Mobile, when done right, presents a great opportunity for nonprofits to engage current and new donors.”

Plank’s assertions are grounded in historical trends. For instance, he notes, in 1998 less than $1 million was raised online. By 20008, according to Blackbaud, online charitable giving accounted for more than $15 billion nationally. He sees a similar trajectory with mobile giving; just a few years ago, for instance, a mere $500,000 was donated via mobile devices. Last year, the number was more than $35 million, including more than $5 million for relief efforts in Haiti alone.

But Plank is quick to point out that mobile technology is about more than simply $5 and $10 text-to-give capabilities. “Mobile technology offers non-profits a multifaceted set of tools,” Plank said, “including customer relationship management, communications, data mining, pledge billing, text polling, Facebook and Twitter connectivity.”

And as new applications — like mobile wallet — emerge, there will be no limit on how much people can donate from their smart phones.

It’s a reality that Plank says nonprofits must embrace if they are to stay connected to their existing donors and build a rapport with younger generations. In fact, according to the Centers for Disease Control, one-third of people 35 or younger use a mobile device as their only phone line; for those ages 25 — 29, that figure is 50 percent. And it’s not just phone lines in play. Networking giant Cisco Systems predicts that by the end of this decade one billion people worldwide will be accessing the Internet solely through mobile devises.

That alone presents some significant opportunities and challenges both nationally and locally for nonprofits. But having faced a difficult economic climate for the past few years, challenges are nothing new to organizations like the United Way of Southeastern Connecticut.

For his part, Hewitt is looking forward to launching United Way’s new mobile efforts. He sees the critical unmet needs in his community, and thinks mobile giving — as a component of the community campaign — may provide a great opportunity to engage donors and keep them informed.

He’ll know for sure starting Sept. 10, when United Way enters a brave new mobile world.

Citizens Awards $520,000

Through the first six months of this year, Citizens Bank has provided more than $520,000 in grants and sponsorships across Connecticut, with a priority on helping organizations that support housing, economic development and human services.

Through June 30, the Citizens Bank Foundation has awarded 25 grants in Connecticut totaling $373,450. Citizens Bank has also supported 60 programs and events with sponsorships totaling $147,100.

Organizations in the Hartford region receiving support from Citizens Bank include Connecticut Coalition to End Homelessness, the Community Farm of Simsbury, Mercy Housing and Shelter Corporation, Hartford Youth Scholars, the Hartford Economic Development Corp., Riverfront Recapture, Neighborhood Housing Services of New Britain, Bushnell Arts in Education Program, Channel 3 Kids Camp, Our Piece of the Pie, St. Francis Hospital and Medical Center, Celebrate West Hartford and the Urban League of Greater Hartford.

Learn more about MobileCause fundraising and engagement tools for nonprofits.