Pressure Builds For Mobile Savvy
More and more, consumers are shopping with their thumbs, both buying outright via smartphones and tablets and performing all the other ‘pre-buy’ tasks associated with making purchases.
Here’s some recent survey-based data from Nielsen on the matter.
As I’ve complained in the past, it’s a damn shame Nielsen doesn’t recognise making donations as a key form of online/mobile shopping. It would be great to see ‘donating to charity’ on a list like this.
If you don’t think this broader consumer behaviour isn’t flowing into giving behaviour, you had better wake up your thumbs!
The survey report also notes that the top two factors that are most important to consumers to encourage their mobile shopping are: #1) Ability to see product pictures — so be sure to include visuals in your digital appeals; and #2) Having a mobile-friendly version of the website — at this point, this should be a no-brainer for nonprofits.
If you’re not mobile-friendly, you’re leaving money on the table.
Tom
4 responses to “Pressure Builds For Mobile Savvy”
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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Sharing this with my manager, directors, and board members!
I agree but would love to know the stats on who is giving via mobile by generation. Are Boomers donating via mobile?
I’m with Mike. Are Boomers donating via mobile? I’ve been giving solely online now for over a decade now – and only made my first online gift via mobile recently. It got me thinking: nonprofit websites are getting better – and mobile-optimized – but what about the actual donate process? Where can we find those stats?
Blackbaud has studied the growth of mobile giving a good bit. There are some intersting data points here: http://nofilternonprofit.blackbaud.com/h/i/189170644-mobile-donations-up-45-in-2015-giving-season-infographic