Apple Pay, Twitter Buy, Facebook e-commerce, and your nonprofit

Did your mood change between the first six words of this headline, and the last two? Did your technological curiosity shift to something short of terror when the headline suggested that these technologies might have an impact on something bigger than how you buy a Big Mac or a sweater?

Good. You get it.

I think I’m a cool mobile/social consumer every time I order a coffee at Starbucks and pay for it with my mobile app, linked to my PayPal account. However, mobile and social e-commerce is advancing quickly, and your nonprofit needs to get on board. Consider these recent developments:

Apple Pay, the mobile payment technology that allows you to pay for things with credit cards tied to your iPhone, is launching in McDonald’s and Whole Foods. But… according to the same article, “you’ll be able to pay for your Uber, buy baseball tickets with MLB.com and order food from Seamless with one click.” Which means there’s no reason iPhone users can’t also just as easily donate to your organization, or buy tickets to your event. No reason, except, you’re not ready for it.

Twitter just announced a “Buy Now” feature that will appear in certain tweets, allowing subscribers to purchase a product (or make a gift) through a Twitter app, also using existing credit cards. Pretty soon you’ll be able to get donations through tweets as easily as @Megadeth sells concert tickets and tee-shirts. Once you figure out how, when, and for how much, to ask.

And, Facebook has begun adding “buy” buttons into the ads it places into users’ newsfeeds. This allows users to directly purchase items and services offered for sale. Since 62% of Facebooks’ revenue is now coming from mobile users, the combination of mobile and social with e-commerce is staggering. An article in Institutional Investor’s blog says, “Simply put, Facebook newsfeed ads deposit users directly into the mouths of the sales funnels of mobile-first companies.”

And, if the above isn’t scary enough, this just in from @NonProfitTimes :
“United Way Worldwide (UWW) is joining the digital currency world, announcing that it would begin accepting bitcoin donations. It is the latest 501(c)(3) to adopt the digital currency.”  Let’s just leave this one off the table for now. It even scares me.

I’m not suggesting that you abandon efforts to improve your next direct mail letter. That’s going to bring in more net money this fiscal year than any of the above. But you have to carve out some time to start playing in these mobile/social sandboxes, and get comfortable, because there’s a lot of opportunity there, especially among influential early adopters.

What is your nonprofit doing in mobile/social and ecommerce?

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