Let's say you're building a new house.
You have a vision of what it will look like—down to the details. You get the materials, equipment and tools to build your dream home...
Then you realize that you have never built a home before.
What do you do?
A) Give up on building the house.
B) Take the next few years to learn how to build your home.
C) Leverage the expertise of professionals who can build it for you and help you gain capabilities to maintain it?
When it comes to building a mobile program for your college or university, there are many parallels.
You might begin your research process by looking at text donations for fundraising, but that's only a small part of what's possible—and what's needed to have long-term success.
In a time where technologies are advancing quickly, here are 3 capabilities Higher Education needs right now:
1. Mobile Engagement and Fundraising
With the same technology that has helped mGive clients raise over $72 million in text donations since we introduced it in the US, colleges and universities can use it for various applications:
- Acquiring prospective students
- Sending targeted messages to diverse populations
- Maintaining contact with alumni
- Fundraising with mobile pledge and text donations (with over 92% fulfillment rates)
- Involving athletic programs to increase support
Smart Phones now account for nearly 2/3 of all mobile phones in the US. This technology gives you the ability to cultivate personal, intimate relationships with your prospects, students and alumni before, during and after their studies.
2. Digital Fluency
According to the Digital Marketing Landscape Benchmark Report by Demand Metric, the sophistication of digital experiences by organizations impact brand perception.
In the digital age, providing a great digital experience is no longer a nice-to-have, but it's critical in your ability to attract, engage, and retain your audience.
I know what you might be thinking. We are already sophisticated because we have thousands of Facebook fans. We're good here.
To get an objective view of your levels of sophistication of digital experiences, here's a great tool that compiles over 35 metrics to create a Marketing Grader score. Find out your score here.
3. Agile Marketing
We live in a day and age when change happens at an accelerated rate. The ability to create, adapt quickly and get more done is a key to thriving.
One practical way to put this into practice is to have a Content Management System (i.e. Wordpress, Concrete 5, Drupal, etc.) in place that allows you to create web pages in a fraction of the time it takes to have your IT department create them. This allows you to execute mobile campaigns that capitalize on mobile moments.
Mobile is a great tool, but we have to use these tools to build something. When you combine the right tools with agility and digital fluency, you lay a solid foundation for sustainable growth.
As you draft the blueprint for the future, think beyond text-to-donate tools and look at the capabilities you need to implement and execute an integrated mobile program across all departments and schools.
Do you have input into other capabilities that colleges and universities need right now? Feel free to share them on Google+.