2015: The mobile tipping point is here – 3 impacts for your nonprofit

4 Feb


Last week the wonderful folks at Mediapost published an article which cited a study conducted by iProspect, part of Dentsu Aegis Network. 

In it was the statement below about where the mobile phone stands in its growing and accelerating momentum of being the preferred (or only) internet search tool.

“….in 2015, search as a whole will cross the “mobile tipping point” with the number of mobile queries exceeding those made via desktops or tablets….”

Not a day goes by anymore without data like the above almost shouting “Hey world, your PC site isn’t going to cut it anymore!”

The debate about mobile and the PC has pretty much morphed from “will the phone overtake the PC as the preferred internet device?” (emphatic answer- Yes!) into “just how big will the mobile internet become?” (emphatic answer – Bigger than you can imagine).

So it is in this light-we are in the year of the mobile search tipping point-that we examine what this means for nonprofits

We see three basic, yet crucially important and immediate impacts.

IMPACT ONE – What does your PC site look like on a phone?

With mobile now more popular for search there’s no debate on how important that first experience for a mobile searcher is. Google will crawl your domain looking to see if they can add the “Mobile-friendly” tag to your search result and if that tag’s not there will searchers choose you?

Moreover, look at your site on your phone and ask yourself “How much time do I want to spend here navigating to find what I’m looking for? Chances are, per Blackbaud, online visitors are  searching for your Donate button. Blackbaud found that more folks go to nonprofit websites to give than to “stay connected” by a 2-to-1 margin.

This leads nicely into the second impact.

IMPACT TWO – What does donation processing look like on a phone?

It has been reported here and I have presented this datapoint before:

Mobile search leads to action in an hour. The PC takes a month to lead to action.

Mobile means immediate. The PC? Not-so-much.

With this being the case and with mobile search moving past PC search, your nonprofit simply can’t afford to lose more donations because your donation page looks like this on a phone. (Even blown up on a PC it’s an eye chart!)


IMPACT THREE – How frictionless is your giving process?

The last impact is, in my opinion, the most important one. I know from my time as the TV guy at Sprint that folks will give you about a minute to accomplish what they want via their phone. If you believe Impact Two and Blackbaud’s findings then giving has to be possible in the shortest amount of time possible. A giving process that requires the form to be filled out every single time for repeat gifts has to be removed and replaced with secure repeat giving in seconds on any screen (like what we offer at RAZ Mobile).

You don’t have to be a rocket scientist to know that mobile phones are transforming pretty much every sector of human life. Hopefully these impacts are ones your nonprofit sees as items that need to be addressed ASAP. Perhaps we can help you?

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, negative QOS and a mnemonic device QR code alternative.


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