Why a mobile end-of-the-year campaign will hit the mark

As the end of the calendar year fast approaches, many charitable foundations are gearing up for their final fundraising pledge drive. This gives nonprofits the opportunity to develop the most effective strategy possible by assessing what has worked best during the first three quarters of the year. It's also the time of year that philanthropic organizations can take advantage of holiday shopping behavior by making their online donation platforms more accessible for individuals looking to contribute to a worthy cause.

Utilize increased Web traffic
People will likely already be surfing the Web, looking for deals during the holiday season, meaning nonprofit groups should take advantage of this period of potential increased traffic. Fundraising through the Internet is quickly becoming one of the most common forms of fundraising. Budgeting and service cuts and rate increases in the U.S. Postal Service has already influenced the capability of organizations to reach out to donors through the mail. Meanwhile, people are far more connected. Mobile devices give people the opportunity constantly be online, checking their email and perusing social media sites.

Online donations are a perfect fit
The nonprofit advocacy website npENGAGE released research demonstrating online giving increasing in philanthropic organizations of all sizes. During 2012, online donations grew at nearly 11 percent over 2011 levels. Increasing levels of contributions through Web-based forms holds many of the same donation patterns as traditional fundraising. Case in point: Contributions increased in December. At the same time, the number of tablet devices entering the market is projected to increase during the last quarter of 2013 and continue growing throughout 2015, according to the information technology research firm IDC. As a result, charitable foundations would do well to make sure their email strategy keeps mobile technology in mind.

Research released by Knotice, a data management provider, reflected a swift increase in the number of emails being opened on smartphones and tablets. During 2012, 29 percent of all individuals opening an email carried this out on their smartphones. Meanwhile, tablet users opened their electronic correspondence on this mobile technology 12 percent of the time. Consequently, nonprofit groups need to make sure both their emails are optimized to fit on mobile screens. With appeals through email, donation forms should be clearly linked via concise content. Smartphone users typically are not in a position to comb through an extensive article. In this case, robust visual content – whether it's video, pictures or infographics – can play a big role in making a mobile fundraising campaign succeed.

Back to News