Because so many people use their smartphones to conduct some research before giving to a cause, it’s important to have a mobile responsive website… especially mobile responsive donation pages. It will lead to more online donations!
Mobile Responsive Donation Pages 101
So what is responsive design? This style adapts to the screen size of the device being used to access it. In the past, organizations would run two separate sites for desktop and mobile users. However, the mobile experience could still leave something to be desired, and the time it takes to redirect a visitor to the mobile page can cost a website in search engine rankings through Google’s latest changes. Because tablets are increasingly common and fall somewhere between a laptop and a smartphone, a mobile site may not accommodate all users. Responsive design ensures a more consistent experience. While this may not currently be a top priority for nonprofits, such organization should strongly consider a responsive design because it can boost results. All MobileCause donation pages are mobile responsive (see United Way example below).
United Way Traffic Up 34% Donations Up 28%
A United Way area managed to increase website traffic by 34 percent when it implemented responsive design. More importantly, the organization increased donations by 28 percent, Venture Beat reported. That’s a pretty big difference. Google’s own statistics give credit to these results. If you’re trying to get website visitors to take a particular action – let’s say make a donation – they are more likely to do so when presented with a user-friendly interface. If they can’t find what they’re looking for within a few seconds of accessing your website, they will probably leave the page and never return.
Source: Venture Beat
Increase Donations with Responsive Pages
While most nonprofits have shifted to accepting online donations, you may not be seeing the results you want without the right donation page. A multichannel fundraising strategy can be highly effective, but if you’re using direct mail, social media, email or other methods to drive constituents to your website, they may not finish the transaction if the page is hard to use (See Channel Specific Giving Forms eBook download form below).
Source: Venture Beat
Small Adjustments Make a Big Difference
Small adjustments can make a big difference when it comes to attracting more supporters, npENGAGE stated. Here’s a couple trends to consider for your website to maximize effectiveness:
1—Scrolling is normal: For several years, online marketers have been struggling to keep all the important information on their home pages above the fold – meaning the area of the page that a visitor can see without scrolling. The thinking was visitors wouldn’t bother to scroll down to find something. However, most smartphones have touch screens, making it easier to scroll down the page. Because a different amount of information will fit on the screen based on the device, scrolling is perfectly acceptable.
2—Custom donation pages: In general, responsive design has a little more open space to avoid text being cramped depending on the device size. Nonprofits can use this to their advantage by including a custom donation page. For example, if a website visitor is reading content about your cause and mission, a well-placed custom donation page could inspire him or her to make a contribution on the spot. MobileCause custom online giving pages can be setup in minutes.
There are a huge number of possibilities for mobile responsive donation pages for nonprofits. With MobileCause, you can easily customize multiple donation pages with logos, backgrounds, suggested donation amounts, fields and colors. This customization reinforces the purpose of the gift and decreases abandon rates. No matter how contributors get to your site, responsive donation pages ensure your organization has the best shot at collecting donations.
By Daniel Scalisi, Founder/ EVP Market Development