Guest author Lisa C. Dunn
Did you know that an estimated 51 percent of people who visit nonprofit websites visit from a mobile device?
And according to a recent Nonprofits Source report, mobile giving donations have increased approximately 205 percent in the last year.
The move to mobile giving is growing by leaps and bounds. There are several reasons why mobile is a trend that’s going to stick around for years to come:
- It’s easy for donors and nonprofits alike. Whether it’s mobile email donation buttons or text-to-give, making donations via a mobile device is intuitive for donors, and it’s also easy for nonprofits to manage the process.
● It’s a secure method to donate. With a wide range of security measures built into mobile fundraising platforms, both donors and nonprofits have peace of mind that it’s a safe way to conduct donation transactions.
● Mobile giving is not generation-specific. While you might think that
making donations via smartphone or tablet is more common among the Millennial generation, the practice spans individuals of all ages.
According to a recent report, people ages 65 and older donate online just as much as younger generations.
So, whether you already incorporate mobile giving into your fundraising strategy or you are considering implementing it soon, here are five tips to help with your mobile fundraising efforts:
- Check that You’re Ready for Mobile. To unveil a successful mobile fundraising campaign, you first must ensure that your donation forms are fully functional and easy to use.
Take the time to revise or adapt any existing online donation forms to make sure they are mobile-responsive. Ask staff members to test your mobile donation website on their mobile phones and tablets to see if it’s intuitive. You also can run a beta test of the technology with trusted stakeholders, board members or long-time donors to generate useful, constructive feedback.
Your goal during each testing stage is to make sure there are no technical difficulties. If there are issues, it’s important to address them sooner than later.
2. Set Realistic Goals. With mobile fundraising, if you develop a precise goal amount, it can boost your chances of attaining that goal more than if you merely circulate “standard” solicitations.
For example, if your organization is a religious group, you are probably already raising funds. However, by setting a realistic, specific mobile fundraising goal – like raising $10,000 to build a kitchen that can provide meals for the homeless – it may prompt members to pay serious attention. And when they know they are helping you reach a tangible goal, they will be more inclined to donate to your cause.
3. Confirm You Have Accurate Data. It’s essential that you have accurate information about your donors when launching a mobile fundraising program, starting with what they prefer to be called. For starters, send out an email to your existing donor base, asking people to verify whether their data is correct. If you have the bandwidth, you can also ask donors to verify their phone numbers and offer them the chance to be some of the first participants in your organization’s new mobile fundraising efforts.
The next step is to determine a way to gather accurate, new data. Perhaps you already have an effective method to capture leads, or maybe you need to establish a new system. If you do not already have a process in place to obtain and enter new donor data into your CRM, then it’s an ideal time to research ways to manage your donor and supporter relationships better. It might be time to find a new CRM that fits your nonprofit’s requirements and can handle list segmentation (find recommendations and read reviews here ). Either way, it’s
crucial to have a strategy in place to quickly update and store new data as you collect it.
4. Spread the Word. When launching a mobile campaign, the transition can be daunting, especially if it’s your first time. The key is to reassure current donors that if they do opt to receive messages from your organization via mobile, that it is indeed coming from your nonprofit.
To give them peace of mind, tell them that your mobile fundraising campaign is safe and secure. Also, let them know that if they do receive a text message from your organization, that it is indeed from you (and not a robot). Finally, in all communications about your mobile campaign, always emphasize that each text or email will be relevant and personalized specifically to them.
5. Understand It’s a Process. Similar to any other process that involves numerous stages, you must be open to making adjustments and tweaks along the way to be successful with a mobile fundraising strategy. As you venture through the various stages, track everything and determine what works well – and what does not.
The key is to take your time to improve your approach of seeking mobile
donations on a regular basis.
The Bottom Line
As you work to implement a mobile fundraising system that works well for your organization, understand that harnessing the power of advocates and influencers can enhance your campaign success.
Make a goal of focusing on your nonprofit’s “power players,” or leaders and supporters who you know will help spread the word through their own families, friends, colleagues and social media networks.
Remember, launching a mobile fundraising strategy is not a one-and-done project. It is a continual process, and, with a solid approach, it will become more intuitive and more manageable over time.
Lisa C. Dunn is a writer for TechnologyAdvice and a freelance writer, copywriter and ghostwriter who develops high-quality content for businesses and non-profit organizations. For over 20 years, she has worked with numerous PR and digital marketing agencies, and her work has been featured in well-known publications including Forbes, VentureBeat, Mashable, Huffington Post, Wired, B2C, USA Today,
among others.
