In 2015, more of your supporters will visit your website from a mobile device than from their desktop computer.
Despite the explosion of mobile usage, too many nonprofits think that having a successful mobile strategy means simply creating a mobile-friendly website.
In reality, an effective mobile strategy encompasses design, content and messaging into all channels used for marketing and fundraising – websites, emails, appeals, events, blogs and social media.
Implementing a mobile strategy is no longer an option for nonprofits. Today's webinar with NonprofitReady detailed the reasons that your nonprofit cannot ignore mobile, and offered 8 ways to begin to implement your strategy.
Here are the slides.
2. @CSODFoundation @JuliaCSocial #npmobile
CSOD Foundation: Our Mission
The Cornerstone OnDemand Foundation transforms the
way people help people. Through the contribution of our
technology and talent management expertise, we strengthen
nonprofit organizations around the world by helping them
develop, engage, and empower their employees and the
people they serve.
4. Takeaways
Mobile is exploding – what
are the implications for
nonprofits?
Having a mobile strategy vs.
having a mobile website
8 concrete ways your
nonprofit can implement a
mobile strategy
@CSODFoundation @JuliaCSocial #npmobile
5. Why Mobile?
In less than a year,
more of your
supporters will visit
your website from a
mobile device than
from their desktop
computer.
@CSODFoundation @JuliaCSocial #npmobile
6. What Is A Mobile Strategy?
A mobile strategy
encompasses design,
content and messaging into
all channels used for
marketing and fundraising
– websites, emails, appeals,
events, blogs and social
media.
@CSODFoundation @JuliaCSocial #npmobile
7. What Is A Mobile Strategy?
More than just making sure that your website looks
good on mobile devices!!!!!
A great mobile strategy ensures that your supporters
are getting and processing your information
on their mobile devices.
Success on mobile means that your readers can do
everything you want them to do on their mobile
device – easily and without obstacles.
@CSODFoundation @JuliaCSocial #npmobile
8. Implications for Nonprofits
Pew Internet found that
50% of donors are already
using mobile devices to
access nonprofit websites
and emails.
Another 40% of those
surveyed used a mobile
device to make a
donation.
@CSODFoundation @JuliaCSocial #npmobile
9. Implications for Nonprofits
While online giving is still
a fraction of total giving,
it is the segment that is
growing the fastest year
after year, according to
The Chronicle of
Philanthropy.
@CSODFoundation @JuliaCSocial #npmobile
10. Implications for Nonprofits
Pew Internet found
that a majority of
young adults, black
and Hispanic adults
and low-income
adults rely on their
mobile devices for
online access and not
on desktops or
laptops.
@CSODFoundation @JuliaCSocial #npmobile
11. The types of content most
read and shared on mobile
devices are:
Valuable blog posts/articles
Shareable links
Key updates
Photos
Videos
@CSODFoundation @JuliaCSocial #npmobile
Content must be unique,
persuasive, clear, concise,
heavily visual and easily
digestible.
1. Create content designed for
mobile
12. Message and CTA–
Can it be expressed in 140
characters?
Can it be expressed in a
visually-compelling
image?
What can you cut out?
What can you shorten?
Can this be easily shared?
@CSODFoundation @JuliaCSocial #npmobile
1. Create content designed for
mobile
13. Always think about
your audience!
How do you consume
information? When/
how do you use your
phone?
Waiting in line at the
grocery store, watching
TV, in the bathroom.
@CSODFoundation @JuliaCSocial #npmobile
1. Create content designed for
mobile
14. Constant Contact found that
43% of all emails are being
opened on a mobile device.
Email newsletters now should
function like email blasts –
short, to the point and with a
clear call-to-action in the
middle.
@CSODFoundation @JuliaCSocial #npmobile
2. Overhaul your long, graphics-
heavy email newsletter.
15. TIP: Use a single column template for your emails.
You do not want your readers to have to zoom in or
scroll across.
Add more info to a mobile-friendly website or blog
post and have readers click to access it.
Examples: Pajama Program, Alex’s Lemonade Stand,
Strong Women, Strong Girls, Astoria Performing
Arts Center (APAC)
Source: http://blogs.constantcontact.com/nonprofit-marketing-
examples/
@CSODFoundation @JuliaCSocial #npmobile
2. Overhaul your long, graphics-
heavy email newsletter.
16. You should have one website that
functions as the information
hub of your organization and
your most important
marketing piece.
Website adapts to the screen size.
More specific info: Three Steps to
Creating a Responsive Design For
Your Nonprofit Website by John
Haydon:
http://www.johnhaydon.com/create-
responsive-website-design/
@CSODFoundation @JuliaCSocial #npmobile
3. Create your website with
responsive design.
17. Blog headlines and email
subject lines are crucial.
Infographic:
http://masstransmit.com/br
oadcast_blog/mobile-email-
from-name-and-subject-line-
displays-infographic/
@CSODFoundation @JuliaCSocial #npmobile
4. Pay attention to headlines.
19. Do not create huge blocks of
text with no breaks.
Think short paragraphs (one
sentence) and bulleted lists
for emphasis.
Do not make the text too small
to read on a mobile device –
no smaller than size 12 font.
Make the links easy to tap or
click on with a finger.
@CSODFoundation @JuliaCSocial #npmobile
5. Use more white space.
20. TIP: The most effective
way to encourage
readers to click on
links it to feature
large, colorful buttons
embedded into the
content.
@CSODFoundation @JuliaCSocial #npmobile
5. Use more white space.
21. Photos, Video (screen shot)
Make the visuals clickable links.
Make ALL images clickable links (people expect that).
@CSODFoundation @JuliaCSocial #npmobile
6. Incorporate visuals.
24. What is the #1 action you want people to take with
this particular email campaign?
Sign a petition? Donate a certain amount? Sign up to
volunteer? Register for an event?
Feature only one call-to-action per email, blog
post or other piece of content.
@CSODFoundation @JuliaCSocial #npmobile
7. Have a very clear CTA.
25. Think about why people use apps – gaming, social
media, email, to get a value-added service (finding
the cheapest gas, coupons, Google Maps).
What would the app do that a great mobile strategy
can’t do?
@CSODFoundation @JuliaCSocial #npmobile
8. Don’t purchase a mobile app for
your nonprofit - YET.
26. The first step on the path to an effective mobile
strategy is to just do it!
It’s not about you – it’s about your audience(s).
Always make sure you are reaching your audiences
where they are – not where you want them to be.
And where they are is on their phones.
@CSODFoundation @JuliaCSocial #npmobile
It’s Not About You