The Direct Marketing Association's Nonprofit Federation is taking its first stab at raising funds through mobile marketing.

The Washington-based federation has partnered with MobileCause to enroll the National Law Enforcement Officers Memorial Fund, Food for the Hungry and Big Brothers/Big Sisters of Greater Kansas City in the first phase of a pilot program for mobile fundraising. All participating organizations are Nonprofit Federation members.

"The nonprofit sector, which counts on public support, always needs to look at the next generation of donors and donor choices and we believe mobile marketing has a great deal of potential in terms of fundraising, advocacy and engagement," said Senny Boone, executive director of the Nonprofit Federation. "The potential supporter is double opted-in so that we have a good idea of their interests and support."

MobileCause, Tustin, CA, helps nonprofits and charities with strategies and tactics geared to raising funds for causes through mobile marketing.

In essence, MobileCause provides strategy, relationship management with the wireless carriers, execution and support, and reporting of the mobile components for this program. It offers the same level of services to all clients.

Per phase one, the three pilot participants will be able to communicate with donors who have agreed to get text messages through mobile phones or PDAs.

The funds can be captured on a mobile phone bill, via text-to-pledge, through a WAP site and Paypal, among other methods. The solutions depend on the cost-to-acquire, the organization, size of donations and the rest of the donor strategy.

Mobile marketing can be used as part of an integrated marketing approach, Ms. Boone said.

"The data will be provided by these organizations and will be shared with the members of the Nonprofit Federation through our association's communications activities and vehicles," she said.

The Nonprofit Federation, which is a lobby for charities using direct marketing for fundraising, will April 23 at 1 p.m. EDT hold a teleconference with members to discuss the results of this mobile effort. A full case study will follow in November.

Members who are interested in phase two of the pilot should contact Jill Murphy at . The next phase starts in the summer.

"The pilot is meant to address the changing communications needs of the donor base," Ms. Boone said, "and look towards the future of fundraising by showcasing a developing channel and enhancing the array of fundraising channels that are available to charities and nonprofit organizations."

Has the mobile medium proven itself so far for fundraising?

"It's too early to say definitively that the medium has proven itself, but what we do know is that mobile marketing is a developing channel, and that's why we are doing the pilot," Ms. Boone said.

"Once the results of the pilot are in, we will be looking at them very carefully to see if the medium is viable for fundraising," she said.