Digital fundraising channels are growing at a rate 4x that of any other channel. No longer does digital mean just thinking about PCs. If you do not have a mobile-first strategy, you will be invisible to more than 50% of potential donations. A mobile-first strategy will not just allow for new campaigns you can run, but also have massive impact on the things you already do.
However, as a nonprofit, you know all too well the challenges you face when presenting new ideas to your board. Unless you are fully informed and prepared when you make your suggestion, you may find yourself unable to get their support.
This article aims to set you up for success in the boardroom (or with internal stakeholders) by providing you the key information and statistics you need to prepare a compelling case for why your nonprofit should consider your proposed investment.
Here’s what you need to know to get board approval:
✓ Key statistics and demographic information
✓ Understand the benefits across all marketing channels
✓ Have the checklist of what to look for in a digital fundraising solution.
✓ Showcase examples and results.
Knowing these simple facts will empower you to influence your board’s decision and allow you to demonstrate the full value of your proposed mobile fundraising investment.
A Whole New World In Fundraising
Mobile technology has changed the way your organization’s donors live, work and play.
- 98% of all US adults own a mobile phone
- 60% of web searches happen on mobile
- 66% of emails are read on mobile
- 72% of web pages are viewed on mobile
- 50% of all video views are on mobile
- 79% of social media traffic is on mobile
- 99% of mobile text messages are read
It has also drastically impacted how and why they donate.
- 75% of donors research websites before donating to a nonprofit organization
- 47% of donors visited multiple websites before giving
- 35% of donors prefer to respond to direct mail by giving online
- 70% of donors report that texts are a good way for nonprofits to get their attention
- 45% of mobile researchers donate via mobile
- 57% made a donation after watching a video
Without mobile, you are invisible to 50% of donors in the US. You would think then, that adopting a mobile-first fundraising strategy would be a no brainer for nonprofits, yet, 84% still do not even have a mobile-friendly donation page on their website.
It’s Not Just Millennials
Mobile engagement has become an essential component of nonprofit fundraising, especially for organizations looking to communicate with Millennial donors under the age of 35 who are mostly like to give on mobile. But they are not alone.
Donors ages of 36-50, who were the first generation to donate online, are naturally drawn to nonprofits that embrace digital communications and fundraising with 70% using smartphones to share and promote fundraising for the charities they support. According to a recent study, it is now just as likely that donors 66 years and older will contribute to nonprofit online as is for younger counterparts. In fact, almost 60% of donors over the age of 70 are now donating online.
By adopting a mobile-first solution, your nonprofit will be able to effectively communicate and interact with supporters of all ages to raise awareness and funds for your cause.
The Benefits of A Mobile-First Solution Across All Channels
Mobile fundraising technology allows organizations to reach out and engage supporters and raise more money in less time on any device.
Whether you’re looking to collect donations, subscribe new supporters, promote crowdfunding, remind participants about an upcoming event, even thank donors, mobile fundraising, and communication solutions make it possible for your organization to reach (and even surpass) its goals.
- 38% overall donation increase with custom mobile responsive donation forms
- 35% revenue increase at event fundraising
- $107 average mobile donation amount
- $568 average raised by each virtual fundraiser through crowdfunding
- 62% new donors from crowdfunding
- 50% admin time cut when using end-to-end mobile solution
Mobile Fundraising Solutions Make Everything You Do Better
Direct mail, emails, and newsletters are staples of nonprofit marketing and communication. But, as the data shows, those tried-and-true methods can be even more effective when used in conjunction with mobile fundraising solutions to reach new and existing donors.
Integrated with your other communication and marketing strategies, mobile solutions can ensure that your organization’s content and messaging are seen by your target audience.
Direct Mail / Print Marketing
- 35% of donors say they prefer to respond to direct mail by giving online or via mobile.
- 14% of Americans change their mailing address each year while mobile numbers are the most accurate record in your database, year after year
- Individuals are 40% more likely to respond to direct mail if they have received a “heads up” message over text and email
- The post office gives a 2% discount for envelopes that contain mobile donation instructions like a scannable QR code or keywords to text
- Donors are 50% more likely to respond to direct mail when they receive multiple messages across fundraising channels reinforcing the call to action.
Events / In-person
- Mobile solutions allow nonprofits to promote registrations, sell tickets, send alerts, collect donations while cutting 50% of administrative time
- Donations increase by 35% when you display real-time pledges on fundraising thermometer that rises as people use their phones to make pledges
- Sending last minute reminders and updates to event participants via mobile messaging increases participation before, during and after an event since most people use their smartphones as their calendar and maps
- Reaching out-of-towners unable to attend your event with text messages empowers them to donate and stay connected to your cause.
Email / Newsletters
- 60% of emails are read on mobile where mobile-responsive donation pages increase giving by 35%
- Mobile subscribers are 3.5 times more likely to tap a link in a text than click a link in an email
- Mobile subscribers are also 5 times more likely to respond to a text than an email
- Mobile subscriptions grew at double the rate as email subscriptions last year
- 73% of smartphone users are active daily on social media
- 47% of Americans learn about nonprofits from social media
- 56% of people donate to a nonprofit organization because they read a story via social media
- 59% of people donate after becoming a follower of a nonprofit’s social network like on Facebook where donation button and embedded donation form significantly increase giving
- Image posts, like someone holding up a sign with a fundraising keyword for text call to action, get 179% more interactions than the average Facebook post
Radio / TV
Telethons, radio pledge drives and other mass media fundraising events response rates can be optimized by making it easy for the viewing and listening public to give to your organization using mobile keywords and shortlinks. Text to donate is the easiest way for people give in response to mass media.
- $65 average donation on mobile for mass media fundraising campaigns
- 87% of mobile donation pledges are fulfilled
- Captured real-time donor data can be used to publicly thank contributors and encourage others to give
- Real-time pledges televised on a live fundraising thermometer can increase donations by 35% and can be used a reference point for appeals throughout the broadcast
- Celebrity hosts and guests can effectively compel viewers/listeners to donate with simple text-to-donate instructions
When you come down to it, it’s really quite simple… without a mobile communication and fundraising solution, your organization is leaving support and donations on the table.
What You Should Look For In The Right Solution
Before requesting approval for your mobile fundraising and communication platform, you’ll want to make sure that you can prove to the board you have done your diligence.
Here’s a simple checklist of must-haves to compare when evaluating potential mobile fundraising solution providers for your organization:
✓ Integrated mobile-first solution supporting crowdfunding, events, advocacy, digital fundraising and mobile marketing
✓ A platform that works with any CRM
✓ SSL web security
✓ TCPA compliant for text messaging
✓ New features and enhancements automatically updated
✓ Automated reporting that’s easy to export
✓ Automated tax receipts and fulfillment notifications
✓ Low credit card processing rate
✓ No setup, monthly or transaction fees
✓ Includes mobile payment app
✓ Mobile credit card swiper provided
✓ PCI DSS certified for credit card processing
✓ Next day direct deposits
✓ Your org name appears on donor statements
✓ Integrated social media sharing
✓ Unlimited users
✓ Cloud-based hosting
✓ Professional customer and strategy support
Showcase Examples and Results
Even after presenting a compelling argument, your board will more than likely want proof that the digital solution you are proposing is going to work.
It’s always to good show how your chosen mobile platform compares to other solutions in the market, and why you believe it is the optimum one for your organization based on services, features, rates and fees.
Real-life examples will probably the most powerful tool you should have at your disposal when seeking board approval to demonstrate how well the solution you are presenting will work. Share testimonials and case studies with your board that tell success stories on the proposed platform from other organizations in your segment.
Hopefully, the information we’ve provided will help you convince your board that the right mobile communication and fundraising solution will make it possible for your organization to raise more donations at a very low cost, with no hidden fees, while saving you time, money and resources.