Four out of five people who watched the ACLU’s Stand For Rights benefit on Facebook Live were watching on a mobile device. The spring benefit garnered 3.2 million views and raised a half-million dollars, about half of which was contributed during the event via Facebook Donate.

The potential for Facebook Live and Facebook Donate is “massive,” Paul de Gregorio said during a session at the Integrated Marketing & Fundraising Conference earlier this year at the Gaylord National Resort & Convention Center in National Harbor, Md. de Gregorio is director of digital engagement at OPEN, a British-based company starting to work with some American clients, told a group. “You don’t need to do a telethon and people are crying out for video,” he said.

“You have to be thinking about mobile when you’re thinking about digital,” de Gregorio said. If you don’t look good on mobile you don’t exist,” he said. As far as potential donor, activist, or campaigner — people you want to be in your world — they’ll find the organization that “looks amazing on a mobile.”

Smartphone penetration has eclipsed more than 80 percent of the U.S. population, up from just 2 percent in 2005. Facebook and Facebook Messenger are what people are using on apps with 80 percent of traffic to Facebook coming from mobile, de Gregorio said. Of the 1.15 billion active daily users, 1 billion are mobile only and 84 percent of all of Facebook’s revenue comes from mobile.