Speed Doesn’t Kill When It Comes To Mobile

Question: What can you do in just 2.4 seconds? Answer: You can lose a donor.

Every nonprofit marketer knows that the faster the mobile page speed, the better. It can be unforgiving. According to Google/SOASTA Research, when it comes to average load time for all elements on a mobile page, non-bounced session loaded in 4.5 seconds and those that bounced loaded in 6.9 seconds.

But, two seconds is the threshold for ecommerce website acceptability. Google shoots for less than a half-second. And, the expectations are only increasing for mobile usability.

That’s part of the presentation “The Art & Science of Peer-To-Peer & Crowdfunding” during the recent Bridge To Integrated Marketing and Fundraising Conference held in National Harbor, Md. The presenters were Philip King and Martin Gill of HomeMade Digital and Ashley Warner of Leukemia & Lymphoma Canada.

You can keep up with all of this, according to the presenters, by focusing on where art meets science. The “art” part is brand, content generation, creative, photo and video and storytelling. The “science” element is analytics, data/CRM, fundraising technology, marketing automation, operations and platforms, process, strategy and tracking, according to the speakers.

Of course, there’s always logistics which overlaps with art and science. When they overlap and work, the presenters called it the excellent supporter experience. Elements of the excellent supporter experience include making it memorable, persona enriching, inspiring, a mutual value exchange and mutual understanding leading to lifetime loyalty.