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QR Codes for Your Charity – HYPE or HOT?
By Taslim Somani on August 16, 2011
I was driving in mid-town Toronto this past weekend and was struck by the message on a Re/Max Realty billboard: “Does your house need a QR code?”
Now, either QR codes have jumped the shark (if even your house needs one), or there’s something to this business with QR codes.
First, the basics:
What is a QR code?
A QR (Quick Response) code is a two-dimensional code, similar to a barcode, that is readable by dedicated QR code readers or more commonly by camera cellphones that have a QR code reader application.
You’ve seen them around I’m sure – on postcards, on billboards, in storefronts, on SWAG, but just in case, here’s one for reference:
QR codes can be programmed to lead to a wide variety of content:
- Text
- A telephone number
- A website URL
- SMS message
- Email message
- Email address
- Contact details (like a VCard)
- YouTube video
- Social media
- …and more
BUT, in the vast majority of cases, whether in the non-profit or commercial world, QR codes lead to a website URL that users view on their cellphones. QR codes are getting a bad rap in some circles and for good reason. Unfortunately, more often than not, the website is not mobile-friendly; it’s the homepage of the company and doesn’t have anything to do with the campaign I’ve been inspired to scan the QR code for. Or it has so much data that it takes forever to download on my BlackBerry, if I can even view it at all. And then, of course, I’m frustrated that I’ve wasted my time and my data plan.
I say, shame on marketers for being ‘glamoured’ by the QR code.
But wait! Please don’t blame the humble QR code! It’s done nothing wrong, and I do think QR codes have great potential, even for charities. By incorporating them into your marketing materials, you’re giving your audience another way to respond so they can pick the method that’s most convenient for them. We all love choice, don’t we? For younger donors and supporters, QR codes may just help your next campaign.
6 DO’s for QR code success:
1. DO have a purpose for your QR code – don’t just slap it on your next piece of marketing or fundraising collateral. Be thoughtful and purposeful about where you’re going to take people once they’ve scanned it.
2. DO make sure your QR code goes to a mobile-friendly, easily downloadable landing page.
3. DO make sure your mobile landing page is consistent with your campaign and NOT your charity’s homepage.
4. DO test using QR codes in print. Direct Mail appeals, print publications such as Annual Reports or magazines, out-of-home advertising, in your communications materials such as brochures, sign-up forms are just a few examples.
5. DO experiment with different types of actions with your QR codes. They don’t all have to lead to a mobile-friendly webpage. Consider sending an SMS message, your email address, a telephone number or even social media links where appropriate.
6. DO test out a number of free QR code generators online for your next QR code before going with one for your next campaign. If you look around and are willing to pay a little bit, you’ll find ones that offer tracking and a number of other features as well.
So, in answer to my Hype or Not question, I think QR codes are hot, even if they have been misused. The technology is there to be exploited. I say, exploit away!
Any other DO’s? Any examples of QR codes for your charity? I’d love to hear your experiences.
Martin Haigh wrote, on 22:16 at Sep 01, 2011
I don’t think QR codes are good..
the user experience is not easy, take a picture send it to a reader, er make sure you have the right reader.. even when yo do have the right reader what does it deliver?
try
http://www.tmsserch.com
enter a code (that you see in your print and tv ads (or hear on the radio) or see on billboards around town
try this code SHARK 1010
imagine a different code on each media execution, imagine knowing who read watched or listened to each individual media now we are talking google analytics for the off line world interesting no?
oh and it works all all devices that are internet connected.. noi apps no down loads just the internet
oh and because they know your ip address b they can deliver the message in the language where the interaction came from
so thats a global solution that offers localised content
AJ wrote, on 18:43 at Sep 02, 2011
QR codes are useful and productive in very specific situations; I think the problem with them is shoehorning them into situations/events/marketing materials where they’re simply unnecessary. As a supplement to a regular flyer or online ad, though, they make a lot of sense in appealing to mobile device users.
Taslim wrote, on 13:21 at Sep 08, 2011
interesting comments martin! I agree that being able to track different media is important – QR codes also permit that functionality. I do like the idea of short codes that take you to a site – particularly in mobile. In my experience though, more and more, those that are mobile savvy use QR codes. With smartphones growing in usage, it’s imperative that marketers think about their mobile strategies and their mobile sites and think hard about their mobile marketing strategies. What really matters is that mobile is the next wave, and marketers need to get on board stat.
Matthew Higginson wrote, on 11:28 at Sep 13, 2011
Good points, Martin.
At our grassroots not-for-profit organization, we wanted to use QR codes in a way that would aid in the educational capacity of our Learning Garden. We installed small signs with each plant that included its name, educational symbols and a QR code that linked to its full profile. Since we put them up a couple of weeks ago we’ve noticed more people engaging with the space. The codes were a great way to enrich the experience and allowed us to offer more, without taking away from the plants themselves.
Here’s a nice post on the project from the Torontoist: http://torontoist.com/2011/09/garden-of-nerdy-delights/
Matthew Higginson wrote, on 11:31 at Sep 13, 2011
I meant good point, Taslim! Oops!
Taslim wrote, on 15:55 at Sep 14, 2011
thanks for your case study Matthew – I did read about it in the Torontoist! What a creative way to make QR codes work for your organization. I am a firm believer in the technology – if all the components are well thought out that is. Non-profit organizations can think about using QR codes creatively to increase engagement on-site like you did Matthew, and test it for more specific objectives like fundraising. Museums and art galleries are using QR codes ever more. A UK museum implemented QR codes and found that kids stayed 4.5 times longer than without them! Here’s a link to the article: http://www.themobilists.com/2011/08/30/qr-codes-in-museums/
Would love to keep the conversation going. Has anyone used a QR code that goes straight to a video? How’d it work out?
Thanks for all the great comments and different points of view.