The new gathering place is in the palm of your hand.

By Douglas Plank

There is a new town square and faith-based organizations need to have a visible — and I would argue — leadership position in it. Historically, people have congregated in town squares to interact with one another, to celebrate, and to seek accurate and important information affecting their community. It is where people seek assistance, look for opportunity and ultimately seek truth. The town square is where people were called to action to address emergencies, save lives, save souls. Often the town square revolved around the church building or synagogue. Today, however, many places of faith are about to miss out on the most significant change occurring in the town square — and it resides at the fingertips of most everyone they serve.

The “new town square” is mobile. It’s as convenient as your hand. And just like the more traditional town square, the new mobile town square has vendors, shops and various commercial interests popping up and surrounding it, creating an economy of commerce, philanthropy and influence. Commercial and social interests are already utilizing mobile devices, due to their ease of use, increasing bandwidth and smartphone capabilities.

So what presence does the church, ministry, synagogue, etc., have in the new town square?  For most, the answer is nothing or a minimal presence at best. Unfortunately, if faith-based organizations don’t act quickly and with clear intention there will be huge opportunities missed — both in monetary support and ultimately in the loyalty of those they serve.

The Numbers

A growing majority of the world’s population owns a mobile phone. In developing nations, often the first communication device a person will possess is a cell phone — not a computer or land line. Consider the truth and opportunity these numbers represent in the context of needing to influence and serve local and global communities via mobile:

In the U.S. alone there are:

257 million data capable mobile devices in consumer hands

5 billion text messages are sent each day

1.5 billion text messages were sent in 2009

91 percent of U.S. population has a cell phone

Globally:

67 percent estimated to have a mobile device

2.4 billion people actively use text messaging (74 percent of mobile phone users)

Global text messaging projected to exceed 2 trillion in 2010

If faith-based organizations (of all sizes) don’t begin to pay attention to, and quickly embrace, this rapid change, the space available and opportunity to earn a place in the new town square will fade. In a relatively short period of time the mobile device will become crowded, and your message may not be as easily heard or acted on.

Most churches and ministries desire to serve people in need — locally and globally. Utilizing SMS and PSMS mobile tools (text messaging) greatly enhances the scope and ease of communicating, supporting financially, empowering and serving people.

As a person who has helped raise funds for more than 30 years, I am very bullish on integrating mobile into our standard tried and true fundraising tools. Remember when online giving lifted its head in the late 1990s? Or earlier yet, remember when there were discussions about what role (if any) e-mail would play in traditional partner/donor identification, cultivation, engagement and solicitation? Those two tools alone have had a huge positive impact on ministry and faith-based enterprises. What church, ministry, or institution of faith doesn’t have a website, use e-mail or isn’t already utilizing or considering online giving and/or social media (Facebook, posting sermons on YouTube, etc.)?

How do you start?

Start with the basics. Just like building your e-mail list, start building a mobile list. Get the mobile numbers of those attending, serving, supporting and benefiting your place of worship. There are easy opt-in requirements established by the mobile industry designed to prevent spam while ensuring the quality and right to communicate via mass text messages. So build your text broadcasting lists to share a weekly encouraging word, devotional, announce an upcoming study or share a verse/short prayer. Use broadcast texting to alert parents that the youth group’s arrival is delayed an hour due to traffic. In emergencies have the ability to communicate important messages to your entire list, including linking to a website for more detailed information.

Another mobile benefit is the ability to interact with a live audience in your place of worship, online, via TV or radio. Ask for opinions about important issues, needs or general topics. Questions for the minister, rabbi or staff engages your members in a meaningful way that leads to trust and familiarity and participation.

The new town square can help ministries spread their message in their town or even across the globe. Remember the numbers and don’t miss out on your ministry’s chance to enter the mobile town square.

Douglas Plank is the CEO of MobileCause, a leading web service for mobile donor engagement and fundraising. Its simple-to-use web service bring text-message fundraising, communication, micro-billing, macro billing, and text polling over SMS, Twitter, and SMTP to nonprofits.