3 BOLD Predictions for nonprofits in 2014

4 Dec

ball

I can’t resist. I have to make some predictions for nonprofits in 2014.

Now, they may seem bold but to me they’re not really that bold. And frankly, they’re already in process of coming true so I could be accused of re-stating the obvious but what the heck-here they are.

2014 BOLD PREDICTION NUMBER 1

Self-proclaimed nonprofit experts will grab a clue and stop talking about text-to-give as “mobile fundraising”.

In 2013 I participated in one too many discussions with nonprofit experts who basically said text-to-give rocks, it’s the bomb, it’s better than free beer, blah, blah, blah. Then, in the same conversation a nonprofit speaks up and says we just quit using text-to-give.

I always wonder what the process is to become an nonprofit expert. They certainly don’t attain this status from reading readily available research. If they had read about text-to-give’s place in the world they would have discovered that donors themselves have said they’ve given that way but would prefer to give via mobile-optimized websites instead. They would have read Blackbaud’s 2013 Next Gen Giving Report wherein their research from talking to causes and donors led them to say that text-to-give is basically deceased.

On this one the experts look like the guy who said no one would want to own their own computer.

2014 BOLD PREDICTION NUMBER TWO

Mobile traffic to your website will increase rapidly and reach a tipping point.

It’s not like this one just happened-it’s been happening alongside the rise in mobile connections, mobile traffic, mobile commerce and any other word you can put mobile in front of. Fully 25% of Americans with phones are mobile-only in their use of the internet. Let that one sink in for a minute. Now guess when it will hit 1 in 3, or (GASP!) 1 in 2.

Google (they’re pretty smart) will tell you that when your traffic to your PC site is 10% mobiles, you need to have a mobile-optimized destination. I talked to a nonprofit who did not have a mobile-optimized version of their website and was told that a staggering 37% of their traffic was mobiles!

Compounding the tipping point pressure is Google now takes into account what your mobile experience is. They look for a mobile-optimized experience for mobile visitors to your primary domain/URL and if you don’t follow their best practices in this regard they have said your search rank will suffer. If any one can make your search rank suffer it’s Google.

With 9 out of 10 mobile searches leading to action within one hour of the search you need to accept that the tipping point is here today, right now. There is no way to ignore that your mobile day one has arrived and the sooner you present mobile visitors with a mobile-optimized experience the rosier your future will be.

2014 BOLD PREDICTION NUMBER THREE

Your next nonprofit role may hinge on your knowledge of mobile best practices.

I always wondered when I would meet a nonprofit executive who would tell me that knowing mobile best practices helped them land a job and that happened last week. If there’s one area that you could shine in it’s the knowledge of mobile best practices. And don’t, please don’t just regurgitate expert speak because as you read in BOLD PREDICTION NUMBER ONE, many “experts” are full of beans.

My advice-keep reading my blog. (You had to know I would say that.) Also, evaluate mobile platforms and solutions. Follow the for-profit world’s use of mobile and learn from them. Many who made their mobile day one happen long ago are now reaping the bountiful rewards of having done so. You can learn plenty from them.

Learn about mobile……now. You will stand out like the bright sunshine in a cloudy sky. (Small RAZ Mobile logo reference. 🙂 )

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