Below is a great article running quickly through some strategies to tailor an online presence for mobile users. Quite frankly, smaller screen devices probably have more impact than the desktop experience. You will catch users when they can make time to consider your message and take action. This time may be in the waiting room, train, lunch, or simply a work break. It is important to design the message to reach maximum impact within seconds of viewing. It is also a good idea to allow the user to take simple and meaningful actions immediately, without effort or very deep thought. Your organization can then follow-up with a more in-depth response and call to action. This is how relationships are built.
http://www.ssireview.org/blog/entry/six_essential_mobile_marketing_strategies_for_nonprofits
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