By Mike Laws of InTarget
With recent news that the Wireless Application Service Providers’ Association of South Africa (WASPA) has reduced the cost of becoming an Affiliate Member for registered nonprofit organisations by 90 percent, and the fact that we’re in the annual season of giving, it’s perhaps a pertinent time to take a look at mobile marketing for non-governmental organisations (NGOs) and charities.
The days of dedicated individuals standing near shop doorways shaking tins full of copper coins might not be totally over, but they’re disappearing fast. As many a car guard is discovering to their annoyance, it’s becoming harder and harder for the average person to actually locate a coin in their wallets, pockets or handbags. With a combination of ubiquitous card machines to be found everywhere from your major retailer to the guy who cleans your pool, and mobile payments made via cellphone becoming so much easier, who needs - or wants - hard cash these days? I love m-commerce and cellphone banking because it’s so much easier to budget for things. Who can budget properly after withdrawing copious amounts of cash from the automated teller machine (ATM)? In my home, it just seems to disappear without a trace!
With all of this happening in the marketplace these days, it’s a wise charity that invests in a proper mobile marketing effort. Many mobile marketing firms will offer their services to registered nonprofits at a reduced rate, or even pro-bono, so InTarget’s advice to these worthy organisations is not to try and embark on a mobile marketing effort on the cheap. The result will be nasty. Don’t be afraid to approach a quality mobile marketing organisation that can serve as a trusted advisor to your charity. Advice is free and we’re willing to give it in our own quest to make a positive difference in this country we all want to succeed.
- Michael Laws is the Group Chief Marketing Officer for InTarget Mobile Advertising Solutions (Previously Integrat), a leading mobile aggregation and solutions company. He has over 23 years' experience in the information and communication technology (ICT) industry, has worked in multiple mobile network operators across Africa. These include Econet Wireless and Vodacom South Africa where he was instrumental in establishing the mobile advertising division. Michael was responsible for commercialising the successful Please Call Me service, as well as the tagged-on advertising messaging propositions.