For any organization-whether it’s a nonprofit or political campaign-there is a list of social media tools that should be kept up with.
Moving up on that list are mobile applications, created by non-profit and political organizations to connect directly to their support base.
If you think it’s social media overkill, think again. Currently, there are 45 million smartphone users in the U.S. With that, 2010 has become the year for mobile apps. In 2009, there were 2.5 million downloads for paid and free apps. Gartner Research predicts that it will increase to 4.5 million downloads, totaling to $6.7 billion in revenue in 2010.
From reading the New York Times to tracking naps, there is an application for just about anything. For political and nonprofit organizations, our biggest tip is to avoid creating a mobile app that’s an RSS feed of an organization’s Twitter or blog. Instead, view the mobile app as a way to creatively inform, entertain and engage users.
The mobile world
What do people have on hand at almost any given time? Keys. Wallet. Cell phone.
Mobile apps should include features that capitalize on information that people want to read and share on-demand. The most valuable kind of application is one that gives information that’s important and relevant to their audience.
To help educate pet owners about toxic plants, the The American Society for the Prevention of Cruelty to Animals (ASPCA) created Pet Safe, an app with a searchable database of plants harmful to dogs, cats and horses. When an animal ingests a suspicious plant, a concerned pet owner can read a detailed profile of the plant, find out what actions they need to take and if necessary, dial the ASPCA Animal Poison Control with just one touch.
Location is key
GPS-enabled mobile devices gives organizations the opportunity to leverage location-based features. Whether it’s finding a local health clinic or polling office, GPS can be used to fit an organization’s cause. One example of GPS being used effectively is the new iPhone app by Volunteermatch. The app makes it easier for people to do good by allowing users to search for local volunteer opportunities based on their location.
Sharing is caring
Allowing users to share information from the app or the program itself can help spread an organization’s message to like-minded friends.
Voto Latino released the Be Counted App for users in Los Angeles and Silicon Valley in March. The app featured videos and a quiz about the U.S. Census that worked to dispel myths and encourage Latinos to fill out the form.
A huge driving force for the application was a free concert featuring Latino pop stars, guaranteed to users who shared the app with their friends through SMS or email. Giveaways, secret shows and meet-and-greets are a few ways to drive online and offline action.
A novel approach
Two way-communication is an important component of any social media approach. To raise awareness about their opposition to Tom Emmer, the Republican gubernatorial candidate, the Alliance for a Better Minnesota created Tom Emmer’s Minnesota, a fake travel app that shows what life Minnesotans would face if he were to be elected.
The section “Things to Do in Tom Emmer’s Minnesota,” gives a guided tour of Minnesota under Tom Emmer’s leadership. One of the suggestions is to visit what would’ve been the “former site of the Mayo Clinic,” a comment on Emmer’s anti-healthcare reform stance. Users are also able to contribute their own “travel tips.”
The last word
All in all, consider why a supporter would want to connect through mobile apps. Is it because they want timely information? Are there other incentives-like in Voto Latino’s case, a free concert? Could it be novel and entertaining like the Tom Emmer Minnesota app?
Lastly, mobile apps are only as effective as their user base. When making an app, consider that even though iPhone and Android sales are on the rise, they still only make up a small percentage of phones in use. comScore’s recent report shows that non-smartphones are the majority. Devices created by Samsung, Motorola and LG make up about 60 percent of the market. So when developing a mobile app, it is possible and important to create one that can operate on a cell phone with a basic data plan, as well as high-end smartphones. The larger audience the app can reach, the bigger impact it will have.
