What's possible when dynamic, mobile content can be leveraged to support non-profits? Forget about all the text versus 'everything else' cost differences, and think about practical use in perspective of past technology breakthroughs.

Some 20 years ago, email was seen as a toy that was limited by slow Internet connections, difficult to use and static. Fundraising events focused on traditional mailings and call centers for support. Roughly 10 years ago, connection speed increased, and the other barriers came down; event planners sent more email than post-based mail. In just the last two years, Twitter, Facebook, MySpace and a host of blogs and other social channels have become essential for non-profit support (not just in campaigning, but in member communications and recruiting). Today, text-based technologies are being tested, and donors are starting to keep an eye on text codes to learn how to give support.

With the recent success of campaigns, such as the Red Cross and the Salvation Army, it's clear that mobile communications is on the verge of becoming a major tool in the future of non-profit missions, building supporters and overall outreach.

What's different today as opposed to the previous milestones is that the support infrastructure and user habits already are mature and prepared to handle more than text. Today, 3G is expected by consumers, Smartphones are as common as Starbucks, and competition for every dollar is higher than ever. It's nice to have your cause listed in an online texting directory, although isn't it better to stand out and not sit side-by-side with 10 competing organizations? Wouldn't it be nice to be able to differentiate and draw interest without a major disaster?

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