Buying By Mobile
According to Yesmail’s Email Compass Report, 16% of all sales driven by email occur via a mobile device, slightly more on tablets than smartphones. My guess is the same is happening with your fundraising emails, which curiously seem to multiply exponentially in December!
Moreover, mobile now accounts for over 52% of all email opens, an 8% increase over the last quarter … the trend shows no signs of slowing down. This squares with data from other sources we reported back in August in Does Mobile Matter to Fundraisers?
Yes, The Agitator recognizes that online revenue is still a pimple on the butt of nonprofit fundraising in dollar terms, but then how many email appeals did your nonprofit schedule for this December?! My guess would be eight or more.
Anyone want to venture a prediction of the year in which online revenue will surpass direct mail? And my guess is that well before that date arrives, more than half of online giving will occur via mobile.
All of which is to say that ‘mobile’ is a topic you can expect to hear The Agitator talking about more and more in the coming year.
Meantime, if you’re interested in what email behavior looks like in the commercial space, this Yesmail report (you need to register) will keep you busy. Who’s the best at email marketing … data suggests the travel industry … they’ve mastered urgency and relevance.
Tom
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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