Why should associations consider alternatives to apps?

For a lot of organizations, an app can seem like kind of a daunting thing to do, and they may not have the specialized expertise or the finances to hire or contract out that expertise. There are a lot of different ways that you can approach the mobile space short of developing an app, including the mobile web, social media, white labeling [using an app developed by someone else with your brand on it], and mobile partnerships.

It’s not so much that they shouldn’t develop an app, but they don’t have to in order to be an active participant in the mobile space.

When choosing an alternative, what advice would you give?

Which one you choose largely depends on your objectives—because not every one of these four things is ­compatible with certain objectives—and it also depends on your capabilities as an organization.

For example, if you’re a content-driven organization, some of these options might be better suited for you, but if you’re more of a program- or product-oriented association, other alternatives might work better.

(Handout photo)