WASHINGTON - When it comes to developing a mobile strategy, applications are always top of mind. However nonprofits need to think about a well-rounded set of tools that also includes mobile Web, SMS and mobile bar codes as a stepping stone, according to executives at the Nonprofit Mobile Day.

During the ?Five Basics You Need to Know About Mobile? panel, executives broke down the main mobile channels and revealed the best ways that nonprofits can jump into mobile marketing. The panel was moderated by Rimma Kats, staff reporter on Mobile Marketer and Mobile Commerce Daily, New York. 

?Everyone always thinks about apps for mobile, but I would say that only ten percent of the time a mobile app is applicable to a nonprofit,? said Bethany Bauman, senior director of digital strategy at Merkle Nonprofit Group, Columbia, MD.

?The content delivery inside apps can be fantastic, but not necessarily in the peer-to-peer space,? she said.

Nonprofit Mobile Day was presented by the DMA, Mobile Marketer and Mobile Commerce Daily. 

Mobile waters?
When deciding to tap mobile, nonprofits need to assess where their users are accessing content.

If five to eight percent of digital traffic is being generated from handsets, mobile needs to be on the horizon for an organization. Once traffic generates ten percent of traffic, it should signal a red flag that there needs to be a mobile element to give users an optimized experience.

The panelists agreed that SMS is a great way for nonprofits to tap into mobile.

However, there are differences between SMS and MMS that companies need to take into account.

According to Ms. Bauman, SMS can be tied to a higher ROI for nonprofits because MMS is typically more expensive.

In order to determine the best messaging route, it is important for a nonprofit organization to first analyze its business goals. 

For nonprofits in particular, the goal of many organizations is to help tell a story. SMS can be used with a more interactive element such as mobile Web to give users an emotional hook.

Ms. Bauman also said that mobile bar codes can drive engagement. However, the main challenge is how to place mobile bar codes strategically.

Additionally, marketers should also watch out for tablets, as they are rapidly emerging in the mobile space.

Although tablets are on the horizon, there is not a lot of activity from nonprofits and many are not taking advantage of the device, per Ms. Bauman.

Mobile sweet spot
Lindsay Woodworth, Washington-based director of marketing at 2ergo, also spoke on the panel. 2ergo was recently acquired by mobile marketing services provider SoundBite Communications.

For nonprofits looking to get into messaging, doing research on which mobile platforms are most prominent can benefit organizations.

Once an organization realizes which platforms an organization?s users are coming from, nonprofits can send targeted messages to reach specific platforms.

Although reaching feature phone users is important, 2ergo recommends developing long-term campaigns with smartphones in mind, which will continue to grow.

Additionally, when sending an SMS message, it is best to keep links short to pack a quick punch. To do so, a branded short link can be effective to keep the message relevant to represent the company.

Ms. Woodworth also said that although mobile bar codes can be effective, they are not a silver bullet and need to be considered as part of an overall mobile strategy.

Education still remains an issue with mobile bar codes. 

For example, including a text option next to a mobile bar code can help show users how the technology works.

As mobile bar codes evolves, it is important to educate companies on how to best use them.

?If the end user has a bad user experience, it affects their perception about all mobile bar codes,? Ms. Woodworth said.

Another effective mobile channel is HTML5, which has the possibilities of revolutionizing the mobile Web, but still needs to be worked on with standardization.

As HTML5 and more rich mobile Web solutions evolve, companies need to think about whether an app or a mobile site is best.

Additionally, apps take up prime real estate on mobile devices.

Nonprofits who are dead-set on launching an app should start small and pare down the number of options available to keep it simple.

Mobile moves?
Although getting a company to embrace mobile can be difficult, it can also be extremely beneficial.

?Getting an organization to go mobile is like trying to turn a big ship,? said Craig Besnoy, United States managing director of Netbiscuits, New York.

?We have found that by sprinkling mobile into traditional campaigns, it is easier to sell a mobile-connected strategy,? he said.

Mr. Besnoy also said that companies need to think about post-click experiences with their SMS campaigns.

For example, all landing pages need to be optimized for mobile devices and the campaigns need to be tested to see what works.

To make SMS programs more sophisticated, companies can use device detection and location to send out targeted messages.

Mobile bar codes can be used effectively on-package because the campaigns can be changed on the fly and be used to elevate content.

Although HTML5 development is on the right track, without standards it can be difficult for nonprofits to know where to place their mobile efforts. 

Mr. Besnoy believes that the Financial Times is a good example of a publisher that has successfully leveraged HTML5.

?In order to get a user to a place where you see a QR code or an optimized link in an email, you need to think about a mobile-first approach when developing a campaign,? Mr. Besnoy said.

?It all comes down to the user experience on mobile,? he said.