Mobile accounts for well over half of all digital fundraising content views. Whether we like it or not, mobile is here to stay. The good news is nonprofits who utilize mobile-optimized designs, on average, see a 126% increase in donations. So, is your nonprofit marketing with mobile first-of-mind?
Before we get to some examples, let’s break down what mobile optimization for digital fundraising is.
Mobile-Optimization for Fundraising
Mobile-optimization: making sure digital fundraising content is formatted correctly, easy to navigate, and looks beautiful.
Examples of fundraising content that should be mobile-optimized:
Donation forms on your website
Fundraising campaigns
QR codes
Emails
Text messages
Social media posts
Virtual events
Design With Mobile In Mind
Part of the challenge is that many nonprofits think of mobile design as an afterthought. It may seem counterintuitive at first because we are so used to working on our desktops, but fundraising design and content should be conceptualized from a mobile-first perspective.
How? As a rule of thumb, always draft your designs with a mobile editor. Or, at the very least, shrink your browser’s size as small as you can, so it mirrors the mobile view. This way, you can see what your supporters do from the get-go. Plus, it will save you time because what looks good on a desktop does not look good on a mobile phone (e.g., horizontal vs. vertical).
Second, always simplify mobile copy. Less is more. Your supporters are used to scrolling on their phones and consuming bite-sized communication. Readers should be able to understand your message in four sentences or less.
Finally, prioritize visuals to break up the text (e.g., pictures, videos, and GIFs). Did you know campaigns with personal videos raise 150% more than those that don’t? Again, this is because the use of visuals mimics the familiar experience of social media that is so effective at capturing our attention.
Mobile-First Emails, Donation Forms, and Campaign Pages
Choose a legible font size. Size 16 is ideal for paragraphs.
Make your call-to-action button stand out. Buttons should be wide enough to click with a thumb easily.
Make the checkout process as short as possible. An express checkout option on a nonprofit’s website can increase mobile donations by up to 55%. At ZGIVE, our donation checkouts can be as simple as three clicks. Among other things, Text-to-Give and mobile wallet payment options like Google Pay and Apple Pay are what make that possible on our platform.
Mobile-First Social Media Posts, Texts, and Virtual Events
With social media platforms, text messages, and virtual events, you typically have less creative control of the design. For example, you can’t change the font style or colors you use. However, 21% of donations are directly through social media, so it’s important to prioritize. There are many ways to get creative and mobile-optimize your content for these platforms:
Adjust all images and designs to specific post size requirements. For example, if you’re uploading a picture, choose a vertical image. Or, if you’re uploading a graphic, be sure that it has the optimal dimensions for that platform. Each social media platform is different!
Prioritize video content. Videos are the most effective media at capturing the attention of supporters
Use high-resolution images. Professional photos are great, but iPhone images work well too if you know a thing or two. Make it your goal to always include an image in social media posts, text messages, and incorporated into virtual events (e.g., showing pictures of constituents).
Start designing your next mobile-optimized campaign with ZGIVE, a one of it's kind virtual silent auction app that offers numerous capabilities such as ReadyAcutions TM, Text-to-Give, Scan-to-Give, and Text-to-Engage.