For our upcoming PSFK SALON at SXSW this year, we’ve invited Renee Alexander to discuss the future of mobile marketing. Renee is Social Media Manager at UNICEF USA. Here are a few questions we asked her in preparation for the event.
What is the most exciting challenge that UNICEF USA is addressing right now?
Challenges are exciting aren’t they? From my perspective it is rejuvenating the brand. Making this historic, venerable organization relevant to the next generation of donor and supporter. This is not to say making it “cool” or “hip” or in-authentic, but the challenge is in introducing or re-introducing the magnitude of what we do and how people can plug in.
Are there any other projects that are currently inspiring your work?
We’re inspired by projects both in and outside of the non-profit world that inspire action and are actually led by the supporters. The social web has spawned a new breed of grassroots activism that has allowed deeper connections to causes and brands while making taking action and making change easier.
What emerging trend, idea, or technology are your excited to see develop in the future?
Of course mobile is exciting. It’s the always on and always on you connector. Being able to share content, get feedback and inspire people wherever they are is exciting. What’s incredible about mobile is that it has implications across business segments here from fundraising and development which heretofore we have seen with SMS text to give campaigns to in the field projects such as mobile tags on field tents with vital information. We know that even in some of the most destitute developing countries, many families and even children have mobile phones. Imagine the education and community development potential there!
What has been the impact of social media on UNICEF USA’s work?
Beyond communicating information on UNICEF USA’s work in the field, social has really been a prime touch point for younger donors and supporters. To date the use of social has been more management and engagement, in the coming year it’s about pushing the envelope, being strategic and adding real fundraising goals into the mix.