The Mobile Web is often discussed as a future trend that nonprofits have time to prepare for, but the reality is that by the end of 2014, the majority of your supporters and donors will be viewing your website, email communications, blogs, and social media content on smartphones and tablets. In truth, the Mobile Web is already here. Going mobile will not be free and for many small nonprofits a costly upgrade, but to successfully communicate your mission and programs and fundraise online in coming years, it is a necessary investment.
1. The Mobile Web will rule by 2014.
- As of September 2013, 91% of American adults own a cellphone, 61% own a smartphone, and 34% own a tablet.
- 63% of American adults now access the Mobile Web daily through mobile browsers and smartphone/tablet apps.
- In 2014, it is projected that the Mobile Web will surpass desktop.
- Priority #1: Launch a new website that is responsively designed.
2. Mobile email is on the rise.
- As of September 2013, 47% of email is now opened on a mobile device.
- In 2012 online donations via email dropped 21% due to donate pages not being mobile compatible.
- Priority #2: Mobile optimize your donate page and redesign your e-newsletter to ensure that is compatible with mobile email
3. Social networks have gone mobile.
- As of February 2013, 65% of social networking occurs on a mobile device especially during commutes, lunch breaks, and evening hours.
- Your nonprofit would be wise to act upon the fact that the majority of your fans and followers access the content you post on social networks on mobile devices.
- Priority #3: Purchase a smartphone and tablet for your communications and development staff.
4. Texting is a tool still not mastered.
- One trillion text messages sent globally in 2008. 10 trillion sent by the end of 2011.
- Mobile phone owners sent an average of 678 texts a month
- The majority of the nonprofits that are pioneering texting and/or text-to- give do not have mobile websites. (View CDC Text, CDC Mobile Website)
- Priority #4: Start collecting mobile phone numbers and launch a texting and/or text-to-give campaign.
5. Mobile giving is the future.
- Mobile/digital wallet technology will transform online and mobile fundraising. (View Hills for Everyone, Urgent Text Fundraising Appeal)
- Priority #5: Download and acquaint yourself with mobile wallets. Google Wallet is a good starting point. Google Wallet donate buttons are already featured on YouTube channels and will likely be featured soon on Google+ Pages as well.