Phoning In The Content And The Money
Digital world monitor comScore has released the latest figures on smartphone ownership in the US.
As of October, 149.2 million people in the US owned a smartphone, representing 62.5% penetration. The most common application on those phones by far is Facebook (76%), with apps like Google Search (52%), YouTube (48%), Gmail (46%), Instagram (26%) and Twitter (22%) trailing.
The first point to note is that all of these folks are now publishers of content. Remember how cameras used to be banned from concerts and other events where content was assumed to be controlled (to protect IP and create marketing value)? Those days are gone forever.
Then, tie the mobile ascendancy to this …
A new report from Pew Internet Research says 54% of adult internet users post original photos or videos online that they themselves have created. Pew calls them ‘creators’. And 47% of adult internet users take videos or photos they have found online and repost them on sites designed for sharing images with many people. Pew calls them ‘curators’.
What is your organization doing to tap the enthusiasm and capacity of your thousands of potential content creators and curators — image contributors and storytellers?
The second point is that more and more of your online gifts are (or should be) delivered via mobile access to your fundraising emails and websites.
I say “should be” because if by now your organization hasn’t paid attention to how its messages are displayed and how transactions are enabled (i.e., simplified) via mobile, you’re already slipping way behind the curve. Your less than optimal presentation of your cause or charity online is already costing you lost gifts … and your loss is only going to increase (some of it going to your more mobile savvy competitors).
So what is your organization doing to optimize the mobile experience you offer?
Tom
2 responses to “Phoning In The Content And The Money”
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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These stats are staggering. However, it’s my understanding that 93% of donations are still offline, and 85% of donations are from folks age 45+. Are they giving via mobile? To whom?
Thanks!
Mike correctly points out that this “mobile revolution” is not a very big part of giving. The exception would be peer to peer giving, but that largely has to do with peer to peer fundraisers being younger.
It really is an issue of budget. Yes, you need to have a mobile optimized or responsive website, but how much time and money do you spend on it? If you move budget from your high producing channels, which actually drive both offline and online donations, your income will suffer.
Large charities don’t have to struggle quite as much with this issue. But, small and medium sized charities usually have to fight for every penny they get to spend on marketing. Invest appropriately by assessing your current online giving. Do not buy into the hype that you are missing out on huge amounts of donations because you aren’t spending big bucks on digital.
We all know our most valuable donors are 50+ and there simply isn’t evidence that they are giving via mobile.