The shoe charity worked with ur mobile to create the site, which can be viewed on any handset. The company joins a growing portfolio of nonprofits that offer mobile content.

“The strategy of our charity in general is to connect with people wherever they are – at their school, church, business, community center or online and this requires that we tailor our message so it’s relevant for the audience of the moment,” said Wayne Elsey, founder/CEO of Soles4Souls Inc, Nashville, TN.

“Users can donate cash or find a nearby donation location – we have thousands of partners around the country – to drop off their footwear,” he said.

“They can also get up-to-the-minute information about our latest events, celebrity supporters and how they can get involved.”

Soles4Souls is a Nashville-based charity that collects shoes from the warehouses of footwear companies and the closets of consumers.

The charity distributes these shoes free of charge to people in need, regardless of race, religion, class or any other criteria.

The ur mobile team builds relevant tools that help not for profits, businesses and individuals engage their audience in the mobile Web.

Mobile charity
Users can browse the site by several sections.

There is an About Us section that describes the organization.

In the Give Now section, users can choose to donate $50, $100 or $250, or they can choose their own amount.

However, there is a $5 minimum.

After choosing how much to donate, users can enter in their contact information, as well as payment information.

“We connect with a lot of new supporters through various online channels and social media networks, so by adapting our message with a simple mobile site, we can communicate our message clearly and quickly for people who check us out through their phones or handheld devices,” Mr. Elsey said. 

“We’ve worked hard to get our branding out in the public, so whenever someone wants more information we want to give it to them in a readable and dynamic way,” he said. “The ultimate goal is to get people to cross the line from awareness into participation and this mobile site is key for us to reach new supporters.”

Get involved
A News & Events section features articles and upcoming events, including how donors can help flood victims, join a variety of celebrities to help in the cause or golf with the charity in its first annual golf tournament.

Users can also browse the Get Involved section to find out how they can help make a difference, including hosting a shoe drive, creating a fundraiser or traveling with the nonprofit.

In addition, donors can browse warehouse locations or find a retail store partner in the Send Shoes section.

“We are leveraging our relationships with many actors, athletes and musicians to help us spread the word on how easy it is to participate and drive traffic to our mobile site,” Mr. Elsey said “We are also working with thousands of innovative retailers and boutiques to invite people to check us out immediately through their mobile devices.

“We are also reviewing and creating apps that make sense for our supporters and as we near completion we will definitely get the word out, whether it’s through a traditional news story, social media circles, a celebrity endorsement or email blast,” he said. 

“One thing is certain – you will be able to use your phone to get more involved and help us change the world, one pair at a time,” he said.

Final Take
Rimma Kats, editorial assistant at Mobile Commerce Daily, New York