Mobile Numbers are the most important record in your database.

Mobile Search is the most common way supporters learn more about your nonprofit.

Text Messaging is the only way to ensure your messages are read.

Email is read on smartphones more than computers.

Social Media is where your donors already are.

Apps are effective if they are used regularly or they are entertaining.

Videos and Photos build awareness and momentum.

Address Links and Calendar Reminders increase participation.

Mobile Strategy For FundraisersSmartphones have fundamentally changed the way donors live, work and play

Facebook Twitter Instagram Linkedin

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MapsCalendar Girl Scouts Cal Institute

LACMAGoodwill

Camera Photos

Phone Messages Email Contacts

Videos

Complete

MobileCause

Executive Summary

Smartphones are our most personal and ubiquitous device.

95.5% of American adults own a cell phone and 81% of those own a smartphone.

Today...

60% of web searches happen on mobile66% of emails are read on mobile72% of web page views are on mobile79% of social media traffic is on mobile88% of smartphones use apps everyday99% of text messages are read

Understanding best practices, statistics and how mobile technology can strengthen fundraising is essential for nonprofit organizations.

53% of US adults under the age of 35 said they would rather give up their sense of smell than their technology.

Mobile numbers are the most important record in your donor database

Donors and supporters move from place to place, change email addresses every couple of years, and are active on popular social media channels. It is very important to diligently collect mobile numbers from donors and supporters. Ask for mobile number every time you ask for email.

Important stats:

Mobile phone adoption for US adults is 95.5%

Smartphone adoption for US adults is 81%

Smartphone adoption for US Millennials is 85.5%

Landline abandon rate is 40% since 2014

Every year 14% of Americans change their mailing address

Mobile number is the communication anchor that keeps nonprofit organizations connected to individuals from decade to decade.

Over half of Americans don’t use landlines in their home.

Mobile Number

Mobile Search

Mobile friendly websites and donation pages are essential for capturing donors

60% of all internet searches occur on a mobile device. The average smartphone user waits a maximum of 5 seconds for a page to load before canceling the search. 81% of mobile researches said impact was the most important factor on deciding whether they were going to donate.

What is mobile friendly? Mobile friendly websites dynamically change size based on the screen size of the device. The latest google algorithm upadate “Mobilegeddon” favors mobile friendly websites in search priority.

Important stats:

75% of donors research websites before donating to a nonprofit organization.

47% of donors visited multiple websites before giving.

45% of mobile researchers donate via mobile.

57% made a donation after watching a video.

84% of nonprofits do not have a mobile friendly website.

Did you know?

Qualified 501(c) nonprofit organizations can receive up to $10,000 per month in in-kind AdWords advertising from the Google Ad Grants program to grow your donor base, gain greater visibility, and recruit volunteers at no cost.

75% of donors search online before giving.

Text Messaging

Ensure that your messages are readIf you want to ensure your content is seen by supporters, you need to text them. Videos, pictures and stories that are cross promoted over text message, email and social media yield highest response rates because they reach across a wide rage of demographics. Texts must be entertaining or essential or they will likely be ignored.

Important stats:

99% of text messages are read (14% of emails are read).

90% of text messages are read within 3 minutes.

70% of donors report that texts are a good way for nonprofits to get their attention.

62% of donors report they would like to use text to communicate with organizations.

Subscribers are 3.5 times more likely tap a link in a text than click a link in an email.

Subscribers are 5 times more likely to respond to a text than an email.

Mobile subscriptions grew at double the rate as email subscriptions last year.

Nonprofit organizations have seen as high as 90% click thru rates on text messages that are triggered by constituents texting a keyword.

Tip: Text out-of-towners donation links so that can participate in events.

90% of text messages are read within 3 minutes.

Mobile Email

Send mobile friendly emailsMore than half of all emails are opened on a mobile device. People are much more likely to read your content, click your links, and follow through on your calls to action if your email is mobile friendly.

Mobile friendly emails contain text, headers, buttons and images that automatically resize when an individual views the email on a mobile device. Many email marketing services (MailChimp, Emma, Constant Contact, etc) provide easy drag and drop editors for creating mobile friendly emails.

Important stats:

63% of smartphone users delete emails immediately if they are not mobile friendly.

53% of all emails are opened on a mobile device.

35% of recipients open email based on subject line alone.

15-20 seconds is the average time an email is open.

Tips:

When designing your email keep in mind that people tend to look at images, skim the first few sentences, and click a link if your call to action is compelling.

AB test subject lines (many email providers make this easy)

63% of smartphone users delete emails immediately if they are not mobile responsive.

Social Media

Promote your content across the social networks of your supporters

Facebook, Twitter, Instagram, Pinterest and LinkedIn allow you to effectively tell your story to millions of people through the personal networks of your volunteers, donors and staff. Re-purpose and cross-promote all of your content across social media for increased response.

Important stats:

91% of mobile internet access is for social activities.

73% of smartphone users are active on social media daily.

65% of all social networking occurs on a mobile device.

23% of Facebook users check their account at least 5 times a day.

People spend 1 out of every 7 minutes on Facebook when online.

Tips:

Facebook Encourage supporters to like and share your posts.

Twitter Include trending hashtags when promoting your content.

Instagram Post a photo everyday that shows your nonprofit in action.

LinkedIn Connect with donors, volunteers, board members and staff.

Pinterest Create a gallery of photos for each campaign and link to your site.

72% of all internet users areactive on social media.

Mobile Apps

Apps should be practical or entertaining

Apps must add unique value to the smartphone experience. If they don’t they will quickly die. A practical or entertaining app gives your cause the ability to live on the homepage of a smartphone and push notifications to the user.

Important stats:

80-90% of downloaded apps are used once and deleted.20-60% of push notifications from apps are disabled by users

Nonprofit app examples:

Did you know?

Since 2010, the Apple app store does not support donation based apps. It is very important that donate links within apps open mobile friendly donation web pages.

Apps must add unique value to the smartphone experience.

Los Angeles County Museum of Art “LACMA” — This app makes art come alive by creating an interactive in museum experience with location based push notifications.

Girl Scouts “Find Cookies” — This app allows users to enter their zip code and then find the closest girl scout troop to buy cookies.

California Academy of Sciences “Penguins” — This app allows users to watch live video feeds of a penguin habitat 24/7.

Goodwill Greater Washington “DC Goodwill” — This app allows users to find retail locations, shop online, donate and spread the word on facebook and twitter.

Photos & Video

Encourage supporters to post and share personal photos and videos of your nonprofit organization in action

One of the most effective ways to build momentum is to encourage volunteers, donors and staff to share and post personal photos and videos of themselves participating in your cause. Remind supporters to tag your organization and include hashtags when they post. Social media pages should be thought of as hubs of media that you can use for campaigns. Collect more media from supporters by selecting and rewarding winners for best photo or video!

Important stats:

A picture is worth 1000 words.

Retention of a one minute of video is equal to 1.8 million written words.

The human brain processes visuals 60,000 times faster than text.

3 easy ways supporters can share photos and videos:

Share on Facebook

Share on Instagram

Share on Twitter

Tip: Videos your organization promotes should be kept to around one minute. User generated content is often better than professionally produced content because it humanizes your nonprofit organization.

Anybody with a smartphone is the press.

Address Links and Calendar Reminders

Send event registrants texts and emails with address and calendar links

Most people use their smartphone as their calendar and map. By formatting texts and emails correctly you make remembering and attending events as easy as possible.

Examples:

Dinner gala date: Jan 25, 7:00pm

When tapped or clicked this link automatically loads a calendar date.

Event location: 27001 Agoura Road, Calabasas CA 91301

When tapped or clicked this link automatically loads a map.

Tip: Send last minute text reminders to drive increased participation.

Make attending events as convenient as possible.

Mobilize your network of volunteers, donors, and staff with cloud basedfundraising and communication software for nonprofit organizations.

Our product suite includes: crowdfunding for nonprofits, comprehensive online giving, dynamic event fundraising, text to donate keywords, mobile communication and alerts, and smart data records.

Each plan includes strategy support from fundraising experts and turnkey merchant services with mobile payment app. Customers can be up and running in hours with no technical skills required.

To request a MobileCause demoplease call (888) 661-8804 or visit mobilecause.com/go

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http://www.comscore.com/Insights/Blog/Major-Mobile-Milestones-in-May-Apps-Now-Drive-Half-of-All-Time-Spent-on-Digital

https://s3.amazonaws.com/movableink-marketing/Movable+Ink-+US+Consumer+Device+Preference+Report-+Q1+2014.pdf

http://was-sg.wascdn.net/wp-content/uploads/2015/01/Slide024.png

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http://www.statista.com/topics/779/mobile-internet/

http://www.digitaltrends.com/mobile/16-percent-of-mobile-userstry-out-a-buggy-app-more-than-twice/

http://andrewchen.co/why-people-are-turning-off-push/

http://www.brainshark.com/ideas-blog/2013/june/improve-training-retention-elearning.aspx

http://thenextweb.com/dd/2014/05/21/importance-visual-content-deliver-effectively/

http://gizmodo.com/5703765/why-does-apple-make-being-a-charitable-app-so-hard

http://www.ironpaper.com/webintel/articles/nonprofit-marketing-statistics-for-2015/#.VVTcvdNVhBd

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