Mobile Giving: Harnessing the Power of Smartphone Donations
In our digital age, technology's influence is all-encompassing. It has revolutionized the way we communicate, shop, and even give. This shift is reflected in the evolving landscape of philanthropy, where the rise of mobile giving is transforming traditional fundraising. But what exactly is mobile giving, and why has it become so pivotal for nonprofits? Let's explore.
What is Mobile Giving?
Mobile giving, as the name suggests, is the act of donating via a mobile device, typically a smartphone. This can be done through various channels - a mobile-responsive website, an app, text-to-give services, or even through digital wallets.
Not only has mobile giving made donating more accessible, but it's also opened the door to spur-of-the-moment donations. Witnessing a heart-touching campaign video on social media or hearing about a cause during a lunch break can now immediately translate into a donation made through a few clicks on your smartphone.
The Rise of Mobile Giving
In recent years, mobile giving has seen a phenomenal rise. More and more people are using their mobile devices for internet browsing, surpassing desktop usage. It's no surprise then that mobile giving has followed this trend. Mobile fundraising revenue has been increasing year on year, and nonprofits are taking notice.
Why has mobile giving become so popular? Here are a few reasons:
Convenience
Mobile giving simplifies the donation process. People can give on the go, whenever and wherever they want. They don't have to wait until they're in front of a desktop computer or send a check via mail. This is great for nonprofits because well-meaning people will truthfully forget if it takes too long for them to get back to a place where they can give a gift with another method.
Immediate Impact
Mobile giving allows for real-time response. When donors learn about a cause that moves them, they can instantly contribute, making them feel directly connected to the impact instantaneously.
Simplified Transactions
Many mobile giving platforms integrate with digital wallets, further easing the donation process by eliminating the need for donors to enter their payment details. This prevents people from even having to get out their credit cards, lowering the resistance of giving a charitable gift even more.
Increased Engagement
Mobile devices provide numerous channels - apps, social media, emails, and websites, through which nonprofits can engage donors, share their stories, and motivate them to give. It will also drive more traffic to your website and improve your reach.
Maximizing Mobile Giving: Best Practices for Nonprofits
The potential of mobile giving is vast, but to harness it effectively, nonprofits need to consider the following:
Mobile-Responsive Website: Ensure your website is mobile-responsive. It should automatically adjust its layout, text size, and navigation for smaller screens, providing a seamless experience for mobile users. If you only focus on your desktop users, statistically speaking you are missing out on more than half of your web traffic.
Simplified Donation Process: The simpler the process, the more likely donors are to complete their donations. Minimize the number of steps and fields required to make a donation. It should only take 1 click on the “Donate” button for your users to arrive at the credit card screen. Too many steps here and you will lose a lot of people.
Text-to-Give: Text-to-give services are another option to boost mobile giving. Promote your text-to-give number at events, on your website, and through other communication channels.
Share Impact Stories: Use your mobile platforms to regularly share stories about how donations are making an impact. This encourages donors to continue giving if they see these regularly from an organization they have supported in the past.
Safe and Secure Transactions: Assure donors that their transactions are safe. Use a reliable donation platform, display security logos, and provide information about how you're protecting donor data. If it feels sketchy to you, it definitely does to them.
While another medium of giving is growing, the core principles of fundraising remain the same. As with traditional methods, successful mobile giving strategies hinge on developing relationships, providing value, and acknowledging donors' contributions. As we look ahead, mobile giving is not just an optional extra, but a crucial component of any successful fundraising strategy. Embrace it, and you'll be well on your way to maximizing your impact in the digital age.
