Why Nonprofits Need More Than Just a Responsive Website Design
There’s no doubt that in order to secure more donations for your organization, your website needs a responsive website design. But don’t stop there. Mobile has become such a huge way for people to interact with the outside world – and that’s overall, not just regarding nonprofits. It’s not only about whether or not your website looks good on a phone or tablet, but also every email – be it a newsletter or an invitation to an event you’re holding – needs to be optimized for mobile.
Check out these quick stats before we move on.
• 46% of mobile users have difficulty interacting with web pages
• 84% of nonprofits haven’t made their website mobile-friendly (warning – .pdf in the link)
• 49% of people ages 50-64 have smartphones
Now let’s look at some reasons (and some more stats) on why mobile needs to remain a priority for your organization.
The Rise of the Second Screen
You can rest assured knowing that your constituents are using mobile – all the time. And it’s not necessarily one age range, either. These days, I have a hard time watching television at home without my phone or iPad in hand. I don’t really know what it is. Not sure if TV just can’t hold my attention anymore, or if I just feel like I’m wasting time if I’m not multi-tasking. And one thing that keeps surprising me, is that it seems as though my parents are the same way. When I make it home to visit, I end up hanging out and relaxing with my parents in the family room, simply watching television or a movie while catching up. And more often than not, they both have their iPads on their laps – Facebook-ing, Sudoku-ing or just who-knows-what-ing. Sometimes my dad even texts my mom from his iPad – and they’re not even ten feet away.
Have you heard of this ‘Second Screen’ movement or syndrome? That’s exactly what this is. Not being able to do the simplest of things without taking focus away from a mobile device. And that’s why you need to ensure you’re optimizing your organization’s site and emails for mobile. You may try to make the argument that users aren’t acting on your messaging on mobile, but realizing how much your messaging is in front of them on mobile is pretty important on its own.
I Use Mobile to Read (Mostly Delete) Email
Not exclusively or all the time, but cleaning my inbox seems so much easier on mobile. Maybe it’s the quickness of my fingers with a device in-hand instead of a click of the mouse, but email is in front of my face constantly. And what do I do with an email that looks like absolute garbage? I discard it almost immediately.
Don’t think this is just me either. In February of 2015, a whopping 53% of all emails were opened on mobile devices. My parents may still use AOL (the discs keep coming in the mail evidently), but they’re iPad-wielding grandparents who send and receive email via mobile.
You Hold Events, People Respond via Mobile
Your organization hosts a variety of events to stay afloat I’m sure – it’s in your nature. It’s pretty common for nonprofits to believe that people may see their event invite via mobile, but only respond on their desktop. While it’s true that a majority of people do that, you can’t scoff at the fact that just over 20% of your constituents respond to event emails via mobile. Think of how many people you sent that last fundraising event invite to. That’s a pretty huge number.
Don’t feel the fire underneath you yet? Make sure you’re included on every email your organization is sending out, and try opening them on your own mobile devices. That way you experience the same frustrations your constituents do.
What simple changes in your website or emails have benefited your organization?