Nonprofits Ask for Mobile Gifts

Charitable giving is getting a boost from mobile marketing, as nonprofit organizations and brands trying to raise money are utilizing the platform's immediacy and direct response.
 
Nonprofit The Leukemia & Lymphoma Society (LLS), for instance, launched a 10-day mobile giving campaign August 16, partnering with soccer star Landon Donovan to raise money for blood cancer research and patient services.
 
Todd Whitley, VP of eMarketing at LLS, said that a benefit of using mobile is that it is very immediate. “It's [also] a great way to get in front of audiences that are maybe not closely aligned to you,” he said.
 
Data collection is also a part of the organization's effort. “We'll be following up with those who opt in through mobile to collect their email addresses to retarget to them later on,” said Whitley.
 
Office supply chain Staples also unveiled a ...