A new service from DMW Direct Fundraising aims to help pubmedia stations reach members and donors through cellphones and tablets, using software for creating mobile-friendly pledge forms.
According to DMW, the new service will be more effective than the text-to-give format many stations have experimented with because it doesn’t rely on cellphone carriers to collect money and allows for larger donations. It also offers more opportunities for individualized communications. Mobile giving can be an important revenue stream, but stations should view it as more than just dollars and cents, said DMW President Debbie Merlino. “It’s really important to not just think of this as another channel for revenue only,” she said. “It really needs to be about engagement.