A focused online presence helps nonprofits engage potential contributors and collect more donations in the form of online payments.
A few years ago, simply having a basic site that performed well on a desktop computer was enough. Now, charitable organizations that don't focus on mobile readiness will quickly fall behind. According to research from comScore, people spend 65 percent of their time online browsing from a smartphone or tablet. Without a site that reads well on these devices, nonprofits miss out on a lot of potential interactions. Here are a few reasons why your organization needs a website that reads easily on desktops, tablets and smartphones.
Mobile sites allow for donations on the go
If your website is easy to read on a smartphone, then your nonprofit is essentially wherever your donors are. This way, people can easily and conveniently submit electronic payments and gifts while going about their day. If they see a flyer for your nonprofit around town or hear about it on the radio, they can pull out their phone and learn more about your organization, sign up for newsletters and more. Without a mobile website, you won't be able to take advantage of such spontaneous moments.
Mobile donations have almost doubled in two years
Research from Dunham + Company found that mobile donations almost doubled from 2013 to 2015. Originally, only 10 percent of donors gave to a nonprofit from their mobile device. Now, that number is 18 percent.
"What's especially telling is that donors are increasingly using their mobile devices to make donations on a charity's website," said Rick Dunham, president and CEO of the nonprofit research company. "This makes it all the more imperative for a charity to have a mobile-responsive website and giving form."
"Donations from baby boomers increased from 13 percent to 19 percent."
One might expect millennials to be the ones leading the charge to mobile donations, but this trend was seen among all age groups. Mobile donations from baby boomers increased from 13 percent to 19 percent within the two years. When looking at contributors under 40, donations grew from 9 percent to 21 percent over the same time period.
More people use smartphones and tablets to interact with charities
Dunham + Company also looked at how many people used a mobile device to browse a nonprofit's website, regardless of whether or not they submitted online payments. Although increasing donations is the overall goal, having a mobile-ready website allows your nonprofit to develop a relationship with potential donors and possibly convert them into long-term sustainers.
Interestingly, older generations made the greatest leaps in terms of increased interactions. At first, only 21 percent of baby boomers browsed a charity website. Now, that number is 27 percent. In addition, the amount of people 66 and older jumped from 0 percent to 10 percent.
Mobile-ready websites increase your search engine rank
As Wired Impact discussed, search engines no longer rely simply on keywords when evaluating your website. They also look at how often people interact with your website. If your content gets more hits, shares, likes and comments, your website will rank higher on search engine results pages. Having a mobile-friendly site makes it easier for your organization to get these types of interactions.
Google uses mobile readiness in and of itself to rank websites, Search Engine Land mentioned. Simply having a mobile-friendly site can give your organization an SERP boost, regardless of how people interact with it.
Nonprofits have a multitude of priorities, so their websites sometimes slide down the ladder in terms of importance. Yet they shouldn't be forgotten completely, since a well-established, mobile-ready website helps organizations interact with donors and receive more contributions.
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