While the use of QR codes among companies is growing, non-profits have yet to adopt this form of marketing technology in large numbers. Reports, though, are growing that they are considering their value to a campaign.
The Salvation Army is one example of a non-profit that has moved forward with its decision. It has begun using QR codes next to its ubiquitous red buckets found in front of most stores during the holidays. "The code is a great alternative for those who pass by our kettles, but don’t have any change in their pockets to give," Maj. Ivan Rock, general secretary of the Massachusetts Salvation Army, told the Boston Herald.
"At a time when we’re seeing a dramatic increase in the need for food, shelter, warm clothing and heat, we’re looking for ways to dramatically increase the donations we receive through our kettles."
Slow to Adopt
In general, non-profits have lagged behind their for-profit counterparts when using the latest in marketing technology. A study by Weber Shandwick and KRC Research found that 88% of execs at US non-profit organizations are experimenting with social media, but only 51% are using it actively and 79% are uncertain about how to demonstrate its value for their organization.
The majority of these professionals believe their online presence helps raise awareness (92%) of their organization, keeps external audiences engaged (86%) and reduces costs relative to traditional media (77%).
Traditional Techniques May Work Best
In the case of QR codes, though, it may be that the old fashioned marketing techniques work best, with the Salvation Army the exception to the rule.
People traditionally give money to the Salvation Army during the holidays – it is a behavior consumers are already trained to do. Using mobile technology to facilitate that transaction is a natural extension. However, most charities rely on a series of techniques that seem to work better than more leading edge devices.
Smart Money magazine looked at the extensive testing non-profits do as they craft appeals for causes and found this to be the case. For example, envelopes posted with several stamps adding up to 44 cents perform well because the recipient images a heartfelt volunteer putting in that sweat equity.
Also, charities tend not to use statistics in their appeals for funds but rather focus on one story – a device that does not necessarily translate well with some technology. Recipients gave as much as 66% more when the copy featured a single story about, say, a needy child than that same story plus statistics illustrating how many other children were facing the same plight. "People give less when they are thinking analytically," is how Princeton psychology profesor Danny Oppenheimer explained it to Smart Money.
