Thu, September 05 2013

10 Mobile Stats for Nonprofit Marketers

Caryn Stein's avatar

Director of Content Strategy, Network for Good

Filed under:   Mobile •

It’s no secret that mobile is quickly becoming the platform of choice for many, but these stats really drive the point home. Nonprofit marketers should heed these trends and factor mobile into their communication and fundraising strategies to effectively attract and connect with donors in the coming years.

56% of all American adults are now smartphone adopters. Source: Pew  Tweet this.

American adults spend an average of 141 online minutes using mobile devices. Source: AdAge Tweet this.

61% of active users view emails either exclusively on a mobile device or use mobile and desktop interchangeably. Source: YesMail Tweet this.

75% said they are “highly likely” to delete an email if they can’t read it on their smartphone. Source: Constant Contact Tweet this.

20% of Internet traffic is expected to come from mobile by the end of 2013. Source: KPCB Tweet this.

23% of smartphone users have made a purchase on their phone. Source: Nielsen  Tweet this.

66% of consumers over 60 open emails on a mobile device.  Source: Constant Contact Tweet this.

32% now bank using their mobile phones. Source: Pew Tweet this.

61% say they have a more favorable opinion of brands that offer a good mobile experience. Source: Latitude  Tweet this.

The percentage of donations made on mobile web browsers has grown 205% in the last 12 months. Source: Artez Interactive Tweet this.


Need some help thinking about how to incorporate mobile into your nonprofit’s fundraising strategy? Download this free whitepaper from Network for Good and PayPal, Why Mobile Matters:  A Guide to the Mobile Web.

 

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Fri, May 31 2013

What the latest online trends mean for your cause

Caryn Stein's avatar

Director of Content Strategy, Network for Good

Filed under:   Fundraising essentials • Mobile • Social Media •

This week, Mary Meeker presented the 2013 Internet Trends report during the All Things Digital D11 conference. Meeker’s report is consistently a treasure trove of data, trends and opportunities within the digital world. This type of insight is incredibly useful for nonprofit fundraisers as we navigate how to effectively engage and inspire supporters in a rapidly changing online landscape.

The entire report is worth a look, but here are a few especially important points for nonprofits:

Mobile usage continues to explode.
If you’re wondering whether mobile is important for your cause, consider this: there are now 1.5B smartphone subscribers. Plus, mobile traffic is projected to maintain its current rate of growth if not accelerate. To drive this point home, Meeker also reveals that smartphone users, on average, reach for their devices around 150 times per day. Wow!

Takeaway: It’s critical for your cause to be mobile friendly. Make it easy for constituents and supporters to find, interact and give to you via smartphones.

Rich content is ramping up.
Digital photos, video and audio are becoming easier to create, refine and share. To effectively compete for attention in crowded inboxes, social streams or browsing sessions, stand out with original content that embodies your message.

Takeaway: Incorporate multimedia formats in your online outreach to illustrate your impact, attract new donors and retain existing supporters.

Sharing and connecting diversify.
Social media platforms are still on the rise with sites like Pinterest, Instagram and Tumblr showing significant growth. Though Facebook was the only platform in the report to see a drop in usage from 2011 to 2012, it still sees the lion’s share of usage.

Takeaway: Leverage social media to provide supporters another way to forge relationships with your cause and empower them to share your message with their networks.

We live in an age of unprecedented “findability”.
With such easy access to massive amounts of information online, it’s nearly impossible not to have full transparency—whether that’s coming from your organization or those talking about you.

Takeaway: Understand what is being said about your cause online. What do readers find when they search for you? It is critical to take the lead in being open about your organization to build trust and loyalty.

Other fascinating tidbits include emerging devices and formats that could prove to be powerful tools for nonprofit storytelling, fundraising events and reporting impact.

• Tablets are showing more rapid growth than smartphones; they may also become the predominant type of large-screen computing devices.
• Short-form and temporary content sharing (think Vine and Snapchat) are also seeing rapid adoption rates.
• Wearable technology and other connected devices—such as Google glass, smart watches and activity trackers—are poised to transform how we interact with all of the information available to us online.

You can view the full presentation below or via the KPCB website.

KPCB Internet Trends 2013 from Kleiner Perkins Caufield & Byers


How do think these trends will affect your organization’s fundraising and how you fulfill your unique mission? Chime in with a comment below!Caryn Stein

 

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Wed, April 10 2013

The future of mobile - and what you should do about it

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Mobile •

Zazzle
(Snow-themed smartphone case from Zazzle)

I’m in chilly Minneapolis for the Nonprofit Technology Conference (NTC).  On the theme of technology, I wanted to share this new overview of mobile from Business Insider. (Available here.)  Take a look - it’s a useful set of data that underlines the importance of your organization ensuing that people can read your emails and donate to your cause on their smartphones.

I spent the past year working with the Network for Good team on mobile, and this type of data prompted us to create a special mobile donation flow for our nonprofits on our DonateNow service.  I’ll be talking about that process - and my overall thoughts on mobile - with PayPal here at the NTC on Friday.  I’m also be co-presenting on behavioral economics with Allan Burstyn on Thursday, as well as co-hosting the The 5th Annual Marketing and Fundraising Meet and Greet later that same day with Kivi Leroux Miller, Farra Trompeter, and Nancy Schwartz. You can also find me at the Science Fair, which I’ll be kicking off Thursday afternoon.  If you’re here in snowy Minnesota, come say hi.

If you’re not here, no fear. I’ll share the highlights here on the blog.  You can enjoy the updates from your (hopefully) warmer home base.

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Fri, March 15 2013

8 Tips for a Mobile-Friendly Nonprofit Website

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Mobile •

The team here at Network for Good has been working on our new mobile-friendly donation services lately so I thought I’d pass on our tips for making your site more mobile friendly.  Don’t worry - you can start with baby steps.  You don’t need a special mobile version of your site or an custom-built app to improve how mobile visitors experience your site overall. With a few simple design tweaks, you can make your nonprofit website much more usable on a mobile device – and improve your visitors’ experience across all platforms.

Try these best practices from my colleague Caryn Stein to help optimize your nonprofit website for mobile use and make your pages smartphone friendly:

1. Make it snappy.
Keep your website’s page load times under 5 seconds – under 3 seconds is even better for mobile delivery. Remove anything that makes your pages stall or fail to load.

2. Minimize data entry.
Whether it’s on a donation form or a newsletter sign-up box, try to minimize the amount of typing your visitors will have to do. It’s already a best practice on a desktop (they’ll be more likely to fill out your form or complete the action they’re trying to take), and it’s absolutely critical for mobile users, since typing in a lot of information can quickly become a drag on even the smartest of phones.

3. Your copy must be short and sweet.
Remember: online visitors don’t read, they skim. Reduce the amount of text you have on each page and break up longer blocks of text with headings. Use an easy-to-read font size and type. Choose shorter sentences and clear calls to action over long paragraphs.

4. Focus on one high-quality image.
Images can help quickly communicate a story or call to action, but make it your mission to focus on one high-quality photo rather than using multiple images on a page. More images will take longer to load and they won’t look good on a smaller screen.

5. Remove the roadblocks.
Website roadblocks can make your site virtually unusable on a mobile device. Reduce your dependence on Flash, JavaScript, popups or other animations for best results – most mobile devices can’t correctly display content in these formats. Swap them out in favor of static images and clear, compelling copy.

6. Keep relevant content front and center.
Don’t force mobile users to scroll across three columns and all four corners of your site to find what they’re looking for. Make it easy to access the key pages of your site by placing them prominently near the top and center of your page.

7. Make links and buttons easy to use.
Review your links and buttons: are they large enough to click on from small screens without zooming? Be sure to provide enough space between links or buttons to prevent a wayward thumb from clicking on something by accident.

8. Keep it simple.
A simple, clean design is a good idea for any site, whether it’s accessed on a desktop browser, tablet or smartphone. Embrace the use of white space, clear the clutter and narrow your visitor’s focus to one or two clear calls to action. This not only improves the usability of your website, but it will improve your conversion rates by removing unnecessary distractions.

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Tue, March 05 2013

Why mobile matters - and what to do about it

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Mobile •

mobile guide cover

There are more than 1 billion smartphones on the planet.  That means one in seven people on the earth have the ability to do so many things at their fingertips. Here we have an unprecedented opportunity to unleash generosity through technology and make what people want to do, easier and more compelling.

Because this is so important, I teamed up my organization Network for Good with PayPal to create a guide for nonprofits on how mobile can and should affect your work this year.

We set out to answer:

• Why is it so imperative that your cause be experienced through a smartphone or tablet?
• What are the benefits of using mobile for deeper engagement?
• How can you optimize your organization’s mobile website for giving and pledging?

You can download the guide here (free but registration required).  Enjoy!

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