The business case for being mobile ready across all online assets grows stronger year after year. According to the Pew Research Center, nearly two-thirds of the American adult population owned a smartphone in 2015 compared to about one-third in 2011. In fact, it is now practically impossible to buy a simple flip phone, to which my parents can attest. They had to give into this trend just a few weeks ago, much like when they bought their first microwave oven back in 2001.
Smartphones have radically changed the way we communicate and how we obtain information. For example, when was the last time you used Mapquest printouts for navigation or that GPS device that you invested in a few years ago? Figuring out how to get somewhere is now just a matter of a few touches on your smartphone.
Mobile devices are also transforming the way that we spend money. For-profit companies have been preparing for this behavioral shift for some time, and in 2016 mobile shopping will continue to take a major bite out of traditional online sales. To make this experience even more enticing, consumers can now eliminate a physical wallet by linking their smartphones to their financial data. Through technology like Apple Pay, they avoid the hassle of having to input contact and credit card information every time they want to buy something. It can be as simple as submitting a fingerprint.
To see how Crowdster has integrated Apple Pay into its fundraising platform, click here.
In response to these trends, non-profits should leverage smartphones to their advantage and make mobile readiness a key component of their fundraising strategy. Here’s how:
Consider the Mobile Fundraising Facts
These facts can help justify your business plan to invest in mobile readiness:
We pulled the following statistics from a 2014 study of 343 non-profit websites:
- Roughly 10% of donations came from mobile devices, and this figure grew to 15% in 2015.
- Of all membership purchases, 17% occurred through tablets and smartphones when the non-profit’s website was mobile responsive.
- Almost 20% of event registrations come from mobile devices.
- About half of all emails to donors were read on mobile devices.
In another study, researchers found that mobile fundraisers raised more money than more traditional fundraising methods. They also concluded that donors were more engaged when using a mobile app or mobile version of the organization’s website.
Create Your Mobile Readiness Strategy
Optimize your Website for Mobile
- Keep it simple. Your web pages should contain only important information so as to not crowd the screen.
- Plan your site layout. Mobile pages load slower so keep the number of pages to a minimum.
- Match the branding from your website.
- Utilize white space for a cleaner, more sophisticated experience.
- Avoid Flash or Java. Apple products do not support Flash, and many smartphones don’t support Java.
- Avoid a heavy amount of text entry. Leverage drop downs and checklists as an alternative.
- Do not include pop-up windows.
- Use mobile redirects that detect which type of device your visitor is coming from.
- Provide links throughout the mobile site to the traditional (full version) view.
source: social media examiner
Optimize your Emails for Mobile
- Keep it simple. Avoid a lot of images.
- Use a responsive template or take advantage of a mobile preview when designing your email.
- Be word wise. Realize that the header and from sections gain more importance when viewed on a smartphone.
- Use friendly buttons instead of multiple links.
Capitalize on the Popularity of Social Media
In 2016, peer-to-peer fundraising will continue to gain popularity as a highly effective donation channel for cause organizations. Peer-to-peer fundraising platforms allow nonprofit donors and volunteers to create personalized digital fundraising events and campaigns. Then they can easily reach out to family members, friends, and colleagues via email and social media to request support. Given that the vast majority of mobile internet traffic is for social media, it’s crucial for your platform to integrate with such sites as Facebook, Twitter, and Instagram.
65% of all social media activity occurs on a mobile device
To learn about Crowdster’s social networking features and other capabilities, click here.
To schedule a demo with Crowdster, click here.