Mobile Campaigns: How Can NGOs Minimize Failure?

Reasons Why Projects Fails

Lack of sustainability (high costs)
Other costs – setup fees, high subscription fees
Willingness or ability to pay
Technical issues – need to know more about selecting mobile vendors for NGOs
- working with different vendors
Social Marketing
- to NGOs, why a project is important
- to people in general
- lack of numbers and historical information b/c new idea
- people intimidated by mobiles
Technological skills/capacity – especially small NGOs
Cultural Issues
- current mobile penetration
- political issues – fraud, they’re more transparent
- differences in usage by age, race, gender
Regulatory issues?
Skill levels

share resources
identify and develop consultants, vendors that work with NGOs
better planning
- feeling of trial and error b/c new field
- better knowledge of social marketing
- having a clearer idea of costs and sustainability – have accurate idea of costs
- what are the hidden costs? Training? Costs of maintenance? smart goals, measurable and evaluative – SMART methods are easier to do with email – how do it it accurately with mobiles?
address cultural issues
- market research before pilot
- funding issues
try to reach communities – “hidden knowledge/expertise”
cross-media marketing – how do decide which medium?