4 myths about mobile giving BUSTED!

3 Sep

busted

With each passing day, the rise of the mobile phone as the primary and sometimes exclusive internet device for Americans (let alone the world) continues unabated. Some would say the pace is accelerating and that soon the PC will be somewhat of a relic like the pay phone, the typewriter and the hand-held camera. It’s ironic that the PC drove off the typewriter and the smartphone drove off the pay phone, hand-held camera and is driving off the PC. There is a generation coming that won’t know the PC.

As this shift from the PC to the mobile phone occurs some nonprofits are, rightly so, looking at what to do to adapt to this shift to mobile. Do they go with text-to-give? How about an app? Or do they choose to do nothing and risk their lost donations rising due to relying on a PC form to be their mobile giving experience?

The Millenniall Impact Report of 2012 is useful in answering these questions because it points the way forward for not only millennials but for all age groups; people will give to, and want to give to your nonprofit via their phone. And yet, there are some myths about mobile giving that deserve to be addressed and BUSTED! Where these myths have come from is debatable. Some come from “experts”, some are in books about mobile giving, and some come from nonprofits themselves as they seek to rationalize their delay in dealing with the ongoing shift to mobile.

No matter the source, here are 4 myths we’ve seen BUSTED! first-hand.

Myth 1 – no one wants to fill out a form on their phone. The reason for this is 84% of nonprofits do not have mobile optimized experiences. There are multiple reports available with research showing that a PC donation form on a mobile phone frustrates donors and if this is your nonprofit’s strategy for capturing mobile donations you may be losing 50% or more of would-be donations and donors.

Myth 2 – only young people will enter their credit card info on a phone. We’ve seen older people enter their info. All ages love easy! And this is the key. Think of e-commerce. Companies like Amazon and Apple show the way in making the shopping experience very easy the first time and even easier to make repeat purchases. The first RAZ Mobile nonprofit I gave to took about 100 characters to fill out the form completely and I never had to pinch and swipe around the page to figure out where to start on the donation form. Large buttons and a frictionless form makes it easy for all ages to give in the moment.

Myth 3 – there’s a lack of security. By using the right service providers the transactions are as secure as PC transactions. Using web forms created on a secure server accessed over an SSL connection is very, very secure for donation processing. No donor data is retained. I’m not sure what’s propagating this myth but all internet connected devices can achieve the highest level of security. Singling out the mobile phone as less secure is perhaps tied to native apps which we don’t use nor would we ever recommend using for this reason and about a dozen more.

Myth 4 – people won’t store their credit card info for future donations. About 1 in 5 do so on RAZ Mobile. In creating RAZ Mobile we set a goal to make repeat donations easier than the first. At the end of their first donation, donors are offered the chance to save their information securely which makes repeat donations possible in 20 seconds or less on a phone, tablet or PC. The security we use is the same as Apple and Amazon. Donors that choose to save their info create a 4-digit PIN which is stored as a token in a PCI-compliant credit card processing gateway. Repeat donations are then easy, fast and secure; all you have to do is enter your PIN and confirm your information. It’s just a few taps and all nonprofits should make giving this easy.

Please don’t let these myths slow your nonprofit down in embracing mobile giving. With #GivingTuesday and the holidays approaching and mobile traffic growing in leaps and bounds each day, it only makes sense to begin using a great mobile giving and engagement experience TODAY! The myths have been BUSTED!

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.

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