Yet, Markarian said nonprofits should not let text messaging stand alone if they want to capitalize on the mobile channel. The organization built its mobile list through advocacy campaigns, like stopping Canadian seal hunts, and has a mobile texting base of 15,000 supporters. “It’s neat, it’s fun, it’s new Ð but it’s not a panacea. It’s not the cure for your organization’s donation or advocacy needs,” she said. “It’s a part of your overall strategy and that’s true for any channel you communicate with your people on. It should all be part of one larger plan and appropriately branded.