Online and mobile donations are increasingly claiming a larger share of overall fundraising dollars. According to Dunham+Company, nearly 3 out of 5 donors age 66 and older make contributions via the web. Rick Dunham, President+CEO of Dunham+Company, stated “Research has shown that online giving represents only about 6 percent of total charitable gifts, but this study uncovers the fact that charities put up unnecessary roadblocks to donors giving online.”


Infographic showing online giving by generation


In particular, for major out-of-the-ordinary events like natural disasters and crowdfunding, online giving is the first channel people turn to. Additionally, millennials are spurring fundraising growth, and this key demographic prefers online giving and mobile communication. However, this means it’s important to consider responsive web design to ensure your visitors have the best experience possible


Infographic showing online giving in response to a direct mail appeal


In the past, organizations accounted for the wide adoption of smartphone technology by building a separate mobile site. However, this could lead to slow load times and inconsistent displays. Because smartphones and tablets are practically everywhere now, nonprofits need to consider the wide range of screen sizes from different brands. For example, each new version of Apple’s iPhone has had a larger screen size, but people may still be using older models. And that isn’t even accounting for different Android brands and tablets.

A mobile page layout is no longer enough to provide a high-quality experience that inspires people to donate. Responsive web design can help you overcome these challenges and increase online donations.

What you need to know about responsive web design


Responsive web design is the most successful approach to fundraising pages because the layout adapts to the size of the screen used to view it. However, there are some myths floating around about this technique. You shouldn’t let these issues keep you from implementing a responsive approach to your donation pages.


Here are some important things to know about responsive design, as reported by Business 2 Community:


  • Responsive web design isn’t just to target mobile devices: With the increasingly blurred line between tablets and laptops, responsive web design is a great way to reach people using any kind of device.


  • Responsive web design load time: Some critics of responsive web design think all the elements result in slower page loading speed, which can cause a high bounce rate. However, this isn’t the case when responsive design is implemented correctly. In fact, this can improve mobile page loading, which is important for search engine optimization, because redirecting to a dedicated mobile site can costly in terms of load speeds.


  • This tactic won’t mess up content: Another common misconception is that content doesn’t display well from a responsive page or that typography can be skewed. Responsive web design adjusts to the screen, so this isn’t the case.


One of the most important elements a nonprofit can include is a responsive donation page. Because so many people search the web from mobile devices and may be instantly motivated to make a contribution, responsive pages can capture that impulse. If you don’t offer any form of mobile giving, potential donors could end up giving to a different organization or forgetting about you.


ged  By Ged Mackey, CTO

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