I can’t explain why, but my ‘To do’ list for 2015 has tilted toward tactical matters — master and use online video, optimize your website for lead generation and conversions, seriously commit to building up your monthly giving program, and become the ‘unforgettable’ nonprofit to your donors (actually, this requires a certain attitude, not just distinctive messaging and service).

Here’s one last tactical ‘To do’ — #5 Master mobile.

True, digital giving is still a small piece of the overall individual giving pie. But as Blackbaud’s latest report reminds us, it’s growing strongly and will only continue to do so — overall giving in the US grew 2.1% in 2014, while overall giving grew 8.9% (off a smaller base, of course).

In that context, the remarkable growth in use of mobile devices (smartphones and tablets) must be noted and addressed by nonprofits. Weekly it seems, new studies appear citing the growing percentage of emails (the online giving workhorse) that are first opened on mobile devices (most studies put this over 60%), and now studies are appearing indicating that as much as 25% of consumer e-commerce globally is initiated on mobile devices. Indeed, respected research firm Gartner predicts this level will reach 50% within two years.

So, look at your online revenue projection for 2015. Multiply it by 25%, and then by 50%. And then go look at how your online appeals look on a smartphone or tablet. If it looks like crap, until you get that fixed, you’ll be leaving money on the table.

Here’s just one place to start — the ‘three lines that matter’ when it comes to mobile display of messages.

Want to dig deeper? Visit MobileCause. Here’s one of their factoids that might stir your interest: 51% of people who research your website before giving do so on a mobile device.

And deeper still? Check out these 2015 Mobile Predictions from Forrester Research and Adobe (warning: this is heavy stuff … ignore unless you’re big enough to have a dedicated ‘digital’ staffer or two!).

As Roger emphasizes, tactical improvements like these aren’t going to revolutionize your fundraising (real change begins in your head, as Andy Murray just showed in the Australian Open), but they might just help you tread water while you work on your major strategic project of the year: improving your retention rates by 10 points!

Tom