Of credit cards and mobile giving

22 Jan

cc and phone

There are some out there who think that the act of entering a credit card on a mobile phone is too much to ask a donor to do. I’ve met them and spoken with them and frankly I’m not sure if they’re talking about the act of entering the credit card info into a form on their phone or if they are talking about the form itself. There is a difference.

Before I get to the difference, let’s review our own experience at RAZ Mobile. We have nonprofit customers receiving donations via credit cards and PayPal. We have seen more than a handful of donations over $500 with a recent gift in December of $2000 spurred by a single tweet.

We see folks give via their mobile phones. We see large gifts. The donation form you get on our platform is mobile-optimized and easy to fill out. The first time I made a donation on our platform the total character count I entered was about 100 characters. Less than a tweet and less than a text message. Hardly a burden.

Now to the difference. I think there are two things driving this perception amongst some in the nonprofit and nonprofit expert space. I believe that they are witnessing two things that our platform corrects for.

1. PC forms on a mobile phone are slow to load, laborious to navigate, have many pages and therefore are hard to complete.

2. Nonprofits are seeing increasing volumes of traffic (for those that are paying attention to it) to their domain from mobile phones and yet their gift volume online isn’t growing because of it.

The two are related as you can see. Nonprofits get mobile traffic (their reason for finding you is more about giving than checking you out) and they get a form that’s pages long and since it takes too long to complete donors give up.

Whether this form accepts a credit card or a check is of no matter if it’s too hard to complete.

So how is this a reflection on entering a credit card into a mobile phone? Your donation form and process is to blame.

Here’s how to tell if your form is to blame. If the first act someone takes on their phone to make a donation to you involves pinching and swiping to expand the page and see what the fields are, your form is wrong for mobiles.

Instead, if the first action on your donation form on a mobile phone is actually entering data then you have a good form for mobiles.

What’s the impact? One of our customers told us last year that their RAZ Mobile site was out-raising their PC site by a 2-to-1 margin despite their RAZ Mobile site only being live for a portion of 2013.

This means donors WILL ENTER THEIR CREDIT CARD INFO INTO THEIR PHONE if you make it easy and secure. There’s really no other way to say this.

In the for-profit world they talk about how much commerce is going through mobile phones and there’s no questioning the task of entering information. Instead the focus is on making it easy for purchases in the moment when someone wants to buy on their phone.

Look back at the 2012 Millennial Impact Report. We are reminded by millennials themselves-they say I want to give in the moment via a mobile-optimized web page versus doing text-to-give. They say I don’t want to be limited in the amount of a donation.

They say it has to be easy to do. And this is where your form comes in and the fact that you don’t let donors make future gifts using their stored information. At RAZ Mobile we help our customers do these things.

It’s not about entering credit card information-it’s your form. All nonprofits need to realize one thing. Your PC donation page on a mobile phone is losing you donations.

4 Responses to “Of credit cards and mobile giving”

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