|Source: Flickr Creative Commons. By powerbooktrance|
It looks like text messaging is here to stay. Sure, costs are still high and while it's difficult to measure ROI, it seems that only major players like Amnesty International, IFAW and Oxfam can pull it off (bigger campaigns achieve better economies of scale). But with billions of phones in use internationally and increased adoption of mobile messaging by for-profit marketers, the pricing pressure may reduce costs substantially. While mobile messaging won't replace email, it will certainly become an important component of some campaigns. At its current rate of adoption, SMS in particular, is set to become the first major mobile technology to change the landscape of nonprofit communications. Already used by organizations like Get Out the Vote, the New York State Democratic Committee, and the Republican National Committee, text messaging is becoming one of the easiest and fastest ways to reach people. For stats on text messaging usage see Jordan's article.