Nonprofit fundraising technology tips – the QR code

As technology changes I think it’s becoming critical that nonprofits do all they can to keep current with new trends so that their professional fundraising services are aligned with the newest ideas. Keeping as current as possible and assessing which tools can work for nonprofits helps with donor engagement and shows a commitment to communication and networking at the same time. One technology that has grown by leaps and bounds over the last year is the QR code, a simple way to have your audience connect to your website, blog or a video via their smartphone.

You’ve almost certainly seen a QR code before today even if you didn’t realise it (pictured beneath) it operates to a certain extent like a product bar code. While to the eye it is no more than a white rectangle filled with black patterns to your smart phone it’s an image that can be photographed and then the phone will scan it to direct the user where you wish them to visit. You’ve probably seen them in newspapers or magazines, direct mail and flyers – the applications are growing by the month but perhaps it’s the ease of use to those who rely on their phones daily that holds the big appeal. Initially I thought it was little more than a novelty until I saw the explosion in use over the last six months. Chances are your phone is already equipped to convert these codes if it’s not that old. Worst case scenario is that a simple downloaded app will need to be added. I’m seeing QR codes used to promote sales, special offers, exclusive videos or features and access to online pages that are otherwise not advertised. Rather than the audience of something in print needing to remember and then type out a long url (website address) which can often lead to a typing error this allows the advertiser or nonprofit to direct the user exactly where they want without the owner of the phone needing to take more than a few seconds to get there.

QR Codes, you’re going to be seeing a lot more of them

QR codes are appearing in all sizes, from print publications to billboards and advertising on benches and public transport. Recently I’m also seeing them on the packaging for products such as cereal and snacks. The trend is seemingly more advanced in Asia, there’s even a shopping centre in Tokyo where the street-facing windows are all QR codes, a pedestrian can scan the windows of the building and learn about each store and any special offers inside.

For nonprofits there are a range of applications that I’m sure we will see over the coming year but the most obvious might be incorporation in direct mail marketing, print adverts or brochures, even business cards. A QR code included in a mailing could link the reader to new information updated since the print date of the piece, perhaps link them so a special video or allow them access to special offers for existing donors connected to an event or a nonprofit lottery for example.  One of the recurring themes I read from donors is the desire to feel more connected with the nonprofit after a contribution is made, what goals have been met, and how efficiently are the funds being spent. It’s not only a key ‘want’ from donors but also one of the most likely reasons for support to cease if these needs are not met. A QR code provides another way to engage your audience in an interactive way, it’s also not costly as you would only need to add the image to your existing printing.

QR codes are free to create online, there are many websites online that provide that technology to generate the image required. In 2011 depending on your donor demographics in North America conservatively somewhere between 45-55% of your audience are already using smartphones and that number is expected to reach 75% within the next two years. While a QR code won’t be useful to everyone you contact it has the potential to be much more than a novelty. If you’ve already tried the QR code as an application let me know if it has been successful.

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