You’ve probably seen QR codes, which look and act like the oddly patterned cousins of grocery store checkout bar codes -- you scan them to automatically receive information -- but do you know what to do with them? They can be scanned with a smartphone camera to provide more information about a product, or to open a web page in your phone’s browser.

Nonprofits are starting to realize all the possibilities this technology can provide. For instance, a QR code in a newsletter can easily route people to a webpage where they can subscribe to an eNewsletter instead. A code in a piece of direct mail could provide fast access to online donation functionality, or to link to a virtual, online “tour” of a school or performance space. Museums could put QR codes next to each displayed piece to provide much more detailed information online than could practically be displayed.

The codes work with most smartphones, though some phones may need to download a free application first. They’re also free to create -- a Google search on “QR codes” produces a half-dozen websites that generate the code for your website or text string.

Of course, because constituents need smartphones to use them -- not to mention some idea about what they are, and what to do with them -- QR codes are not yet mainstream, and will only reach a particular segment of the population. But as smartphones become more ubiquitous, expect the same of QR codes. With a little effort and no investment, your organization could be on the cutting edge.

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