The expansion of cellular internet access and text messaging to mobile phones creates other opportunities. Soon, GPS devices in cell phones will allow users to target conversations based on exactly where they are at that moment. It's already happening in many newer cars.

So, do nonprofits need to care whether their donors are at home, at work, or in a campground in the mountains? If your online communication is limited to fundraising emails, perhaps not. As you move toward a broader online relationship with donors, it will matter more. We offer a few scenarios that may resonate with your organization:

• What are your museum's hours this week? What special events do you have today and tomorrow? How do we get there from our hotel?
• I heard about the earthquake/plane crash (maybe from a text message you sent to my wireless phone). I'm in Des Moines. Where's the closest place to give blood?
• I can't believe that lousy bill actually got voted out of committee! The full Senate is voting TODAY?? Let me call my Senator NOW!

"Integrated Communication" no longer means direct mail, telemarketing and email. Now it must also include mobile phone numbers and instant messaging nicknames. You're not ready yet? Don't worry. It won't be important just yet for all your donors. Just the most affluent, most engaged, most mobile, most influential.

What are the other impacts for your organization? Donor Service staff will need to become IM and email literate in addition to having a pleasant phone voice. And expanded hours will become more important as donors in all time zones want to communicate with you on their schedule - even while camping!

January 2005