More On The Mobile Opportunity
Every report on mobile use that I’ve seen since the beginning of the year notes that 50% (or more) of emails are now opened via smartphones or tablets. For example, here’s a recent study from Yesmail Interactive that looked at how 6.4 billion emails delivered in the last quarter of 2013 were accessed.
They note: “…email-generated mobile sales increased at triple the rate of desktop sales (52 percent vs. 18 percent), and the number of mobile orders went up by 58 percent.”
It’s becoming increasingly important to understand consumer (donor) use of mobile devices and consumers’ interaction with marketing messages accessed through them.
Here’s a useful study from ExactTarget (registration required) that integrates survey data with actual usage monitoring from the same individuals to give an in depth profile of how these devices are being used and attitudes toward mobile-received marketing messages.
This study notes: “Ninety-five percent of those who opt into email messages from brands find these messages somewhat or very useful. And email notifications are effective in converting to sales—more than 8 out of 10 consumers who signed up for emails from a brand over the past six months made a purchase based on what they received.”
So if you can get them to follow, there’s money to be made.
Still a small part of your nonprofit’s direct marketing income stream, but an increasingly large proportion of your ‘online’ revenue (actual and potential).
All you email fundraisers need to get up to speed!
I wonder … did you read this post on a mobile device?
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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