Vimal Patel25/10/19

3 min read

Mobile donations in the not-for-profit sector

Dashes

According to Episerver, a leading digital marketing and e-commerce company, more than a quarter of the largest non-profits lack a mobile responsive website. Its ‘Giving on the go’ report, researched 20 of the UK’s leading charities and 1,200 UK consumers and explored the mobile strategies of today’s non-profit sector. 

The report analysed the extent to which charities are meeting the growing demand for mobile-enabled payments and highlights the benefits of embracing the giving-on-the-go approach. 

Approximately one in five people donate to a charity using a mobile phone at least once a month and 37% make an annual donation. This is a large proportion of the market to overlook. In terms of demographics, women are more likely to donate using a mobile phone or tablet, however, men are more likely to make regular, repeat donations. 

Those aged 25-34 years are the most likely to donate via a mobile device, with a quarter (25%) making a mobile donation at least once a week. In contrast, 74% of the over 55 have never made a donation this way. 

With the number of mobile browsers growing year on year, it is important that charities recognise the importance of responsive mobile websites. User experience can be dramatically improved by ensuring that images are resized correctly and that only the most relevant features are included on mobile. 

If websites are not optimised for mobile, charities run the risk of users bouncing and leaving their website. According to the statistics site Kissmetrics, 25% of people will abandon a website if it takes longer than three seconds to load - slow load times are often the first indication that a website is not optimised for mobile. 

Responsive web design has numerous benefits including: 

  • Flexibility - a responsive website is fluid and offers an improved user experience. 
  • Cost effective - a responsive website eliminates the need for multiple websites and has lower maintenance requirements. 
  • Reputation - responsive web design is recommended by Google meaning it ranks responsive websites higher. 
  • Easy to manage - for example, a responsive website only requires one SEO campaign. 
  • Speed - responsive web design enables faster page load times. 

At Giant, we work with our clients to fulfil their digital objectives and ensure their digital presence is optimised for desktop and a variety of mobile devices. To define mobile requirements, we scope out a series of user personas and define the devices they are likely to use. This helps charities to understand their mobile audience in more detail and decide where a responsive website should sit in the project delivery cycle. 

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