Earlier this year a report from industry titan Blackbaud reported two not-really-that-surprising facts about nonprofits, millennials and mobile phones.
1 – A whopping 84% of nonprofit donation landing pages are not optimized for mobile phones. This means lost donations because donors give up.
2 – 62% of millennials would give via their phones and we’re not talking text-to-give which they have stated repeatedly they do not prefer versus giving via a mobile-optimized site.
Aggravating this situation is that almost half of millennials don’t give via their phone because they’ve never been asked to!
Rightly so, across the nonprofit sector, more attention is being paid to what a mobile supporter sees and experiences when they visit your primary domain (your home page URL). I spoke with a nonprofit yesterday that told me 70% of their home page traffic is from mobile phones and yet they rely on a site designed for a PC.
When your nonprofit is looking to go mobile there’s more than meets the eye than just checking the “we’re mobile” box and calling it completed.
In fact this approach will result in you missing three very key and vital needs for what your mobile implementation should offer.
Number One – Google SEO
Many mobile solutions I’ve run into lately are just a “mobile-ready” (there’s that phrase that means absolutely nothing again) landing pages. Beneath the landing page all the other pages are still pages from your PC site.
I know why this happens – your nonprofit is under pressure externally and internally to go mobile and some service provider says this is the way to go. Don’t buy it.
Google’s mobilebot (yes, there is such a thing) will crawl over your mobile landing page and then explore the pages beneath the landing page where it will discover content and an experience meant for a PC.
This will get your primary domain demoted. Your mobile landing page has done nothing to improve your Google search rank.
Number Two – Donation processing
In the scenario above your donation pages are still your PC pages and as the agency Open Fundraising stated last year, you are likely losing 50% or more of your donations since giving via a PC page on a mobile phone takes to long, has too many pages and is therefore hard to complete.
Were I at a nonprofit this single fact would compel me to immediately seek the very best mobile donation experience I could find. Then I would deploy this everywhere-my primary website, all my social content, in email….everywhere digital.
There’s no way I could stand the thought of losing donations and yet by taking the “we checked the mobile box” approach you’re putting your nonprofit in this avoidable situation.
Number Three – Too much content
This one may seem odd but think of your own use of mobile. Have you ever spent 30 minutes on anything on your phone except a game or social media? For your nonprofit, Blackbaud research shows that by nearly a 2:1 margin people go to your website to give, not to check you out.
So as you go mobile think about the content you offer as snacks not meals (multiple pages) like direct mail. Using content from your PC site where there is paragraph after paragraph after paragraph is again, not the way to go. Some call this practice “scraping” – that is to say taking content from your PC site and using it on a mobile phone.
Going mobile today is no longer something to be taken lightly at all. Your nonprofit will soon rely heavily on mobile as the amount of mobile traffic skyrockets and the number of mobile-only internet users climbs.
If the only channel that’s growing for donations is the online channel and the online channel is heading at being mobile-only at Mach 5 then just checking the mobile box will result in wasted time and money and the need to do the work all over again the right way.
Dale Knoop is part of a great team working to make RAZ Mobile a great platform for any cause engaged in fundraising. Any cause can create an content-rich mobile presence, share it through text messages, social media, QR codes, advertising and more and best of all-quickly and securely process donations from motivated supporters. Dale holds multiple patents and applications for patent in the mobile space including advertising, content optimization, geo-targeting and negative QOS.