Ding! While hearing your cell phone go off every thirty seconds can get under anyone’s skin, it is truly a sign of the mobile world we are now living in, and smart nonprofit leaders will readily embrace it.
During a session at the Bridge to Integrated Marketing and Fundraising Conference in National Harbor, Md., digital expert Nick Allen and Lara Koch from the Humane Society of the United States have a talk on how fundraisers can best utilize mobile technology to build a stronger user base and to improve the bottom line.
In “How Mobile is Changing Everything – and How You Can Use It To Build Your Base, Raise Money, and Raise Hell,” the pair addressed why mobile accessibility is important and how your organization can best embrace it:
- Mobile technology is close, always on, and works almost everywhere.
- Mobile-first acquisition requires mobile-first thinking. Think about all the possible ways someone might try to take action for you and diagram it out. How can you make it as easy as possible?
- Some people will use mobile no matter what. However, most will only convert to mobile if the experience is as seamless as possible. Ensuring your site is mobile friendly and responsive creates higher engagement with your audience.
- Using a clear ask, personalization, and pre-filled forms all increased donor responsiveness over SMS. One way this can be achieved is through a ladder of engagement. Guiding donors to pledge, donate, and share on social media spreads your message in addition to increasing your organization’s bottom line.
- Be ready to test what might be next in creating a more positive donor experience, such as easier payment systems and vaulted credit cards. Creating a positive user experience creates increases the chances of the user returning.