Nonprofit Rebuilding Together has rolled out a mobile Web site to help spread the word about the organization to users.

The mobile site is built with responsive design technology, meaning that content adjusts to the screen that consumers are viewing it on ? whether it is on a tablet, smartphone or desktop. Rebuilding Together is working with agency MOS Creative on the mobile site.

?We have toyed with the idea of doing another type of site for some time, but this opportunity presented itself first, and I think with its success we have opened the door a bit more to other mobile options,? said Becky Carter, director of marketing and communications at Rebuilding Together, Washington.

?Only time will tell, but as more and more consumers become active with mobile technology I see nonprofits going that direction as well,? she said.

Mobile building
The site is part of Rebuilding Together?s Building a Healthy Neighborhood program that recently took place in Philadelphia. Users can access the site at http://bahn2012.org/.

Via the site, users can learn about the program and view a schedule of events.

Additionally, consumers can get involved with the cause by ?Liking? the brand?s Facebook page or donating via Rebuilding Together?s Web site.

For a non-profit such as Rebuilding Together, letting users access content while on the go is a great way for a company to build a one-on-one relationship with users.

Additionally, driving donations via mobile is a smart marketing initiative because it gives consumers a way to instantly interact with an organization and donate while the cause is top of mind.

With a responsive design approach specifically, it gives users the same experience regardless of what screen a consumer is viewing it on.

?We chose the responsive approach because it allows the Web site to be compatible with all media platforms and devices from desktop computers to iPhones with well-planned user experiences on each and eliminates the need for creating a separate mobile-optimized site,? said Ally Levin, creative writer at MOS Creative, Columbia, MD.

Nonprofit on mobile
Using mobile for a nonprofit such as Rebuilding Together is a great way for an organization to drive traffic as well as boost overall digital activity for a specific event.

The American Cancer Society, for instance, recently used SMS to its advantage to help 5,000 events across the United States manage their fundraising efforts (see story).

For Rebuilding Together specifically, the company has a large social media following, and given how social media is often used on mobile, promoting links to Facebook and Twitter is a natural step for the company.

?It?s important for any organization to have a mobile presence simply because of the numbers,? said Shawn Haley, mobile development and design at MOS Creative.

?More people are spending more of their time on mobile devices, and some are mobile-only, so you have to reach people where they are,? he said.

?Rebuilding Together has built a huge and very active community base through social media, and Facebook in particular has been their most powerful way of spreading their message. So for them it?s vital to integrate mobile and social with any promotion they do, and the responsive site was a perfect option for connecting the two.?

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York