More and more donors are using their mobile phones to contribute to organizations. Now is the time to revamp your mobile fundraising or get started (if you don’t already accept donations via mobile phones).
If you’re looking to set new goals for your mobile fundraising, you’re in luck! We have five goals that your nonprofit can use. Additionally, we’ll provide you with ways to reach each goal, so you can accomplish even more this year.
Let’s go over the goals we’ll discuss:
- Optimize your donation forms.
- Start connecting with donors via text.
- Host an event with mobile giving.
- Find a secure payment processor.
- Encourage mobile giving on social media.
If you’re already accepting online donations, then you could optimize your forms to make them better for mobile donors.
Setting a goal like this will make your donation forms more convenient for every donor that decides to contribute. Optimizing your donation forms is important because it provides your supporters with an easy way to donate when they are on the go.
When donors have more access to your donation forms, they can make a contribution whenever they are in giving mood. There is no delay in the process if they can just grab their phone and give.
How to accomplish your goal:
It’s important to make sure that you are designing mobile-responsive giving forms. When a donation form is mobile-responsive, the form will adjust to fit any size screen. No matter what device your donors use to give, they will all have a similar experience.
While having a mobile-responsive donation form is one step in the right direction, you can do even more to optimize your donation forms.
Here are the top strategies you can use:
- Use donation amount buttons.
When you include suggested donation amounts on your form, donors can click their desired donation without having to enter in a dollar amount. It makes the process easy to complete on a mobile device. Suggested donation amounts also encourage donors to give more. When donors see the amounts, they’ll think that everyone is using the buttons and want to use them too.
- Don’t require donors to setup an account.
Having donors set up an account takes additional time and can be frustrating to fill out on a mobile phone. You want to make the process as simple and easy as possible, so avoid additional steps that might seem unnecessary to the donor.
- Keep your donation form short.
A good rule of thumb is to keep your donation forms to one page. That way, it limits the number of fields a donor has to fill out. Donors will be able to see every field they need to complete and gauge how long it will take them.
These tips will help you make sure that your donations are ready for mobile devices.
Key point: If you want to improve your mobile fundraising, you should set a goal to make enhancements to your donation forms. Your donors will have a better giving experience, and you could potentially earn more donations.
Did you know that 99% of text messages are opened within the first five minutes? If you’re not already texting your donors, then you should make it a goal to start!
Most people have their phones handy at many points during the day, which means you have the opportunity to reach out to them using a platform that most donors check on a regular basis.
Connecting with your supporters via text message is an immediate and simple way to communicate. Plus you can include other media to grab their attention and links to direct them to additional information in your messages.
How to achieve your goal:
If you want to start texting your donors, you first need to find a platform where you can accept text-to-give donations and send out mass messages to your supporters.
After you sign up for a text-to-give service, you need to start thinking about what you should send to your donors. Here are a few best practices to keep in mind when you send out your text messages:
- Keep your messages short and sweet. Donors don’t want to read a novel on their phones.
- Use links to direct your supporters to additional information or to places where they can donate.
- Don’t send out too many messages. Since texting is so short and easy you might be tempted to send out a lot of messages. Avoid this urge!
- Encourage donors to respond. Use text messaging to engage with your donors by asking questions or playing mini-trivia games.
Your nonprofit should consider hosting a fundraising event that includes mobile giving in a prominent way. Not only will it encourage donors to give but it will also raise more awareness about your cause.
For instance, imagine you’re hosting a school charity auction. You could host a silent auction and encourage donors to make bids on their mobile phones. Donor will get more comfortable using their phones to donate, which could cause them to use mobile giving in the future.
If you’re unsure about what event to host, you could always plan a walkathon. Both large and small nonprofits can handle planning this kind of event. However, the possibilities for your fundraising event are endless!
Just remember to incorporate mobile giving into your fundraiser.
How to achieve your goal:
If you want to host an event with mobile giving at the center, it’s important to figure out who you’re targeting and how you can market mobile giving.
Let’s say you want to host an event for major donors. Certain events, like a gala, will be more suitable to your target audience.
Additionally, you can encourage donors to use mobile giving channels by interacting with donors via text message. You can send attendees:
- Updates on your fundraising goal.
- Photos and videos of the event.
- Messages with instructions on how donors can contribute.
If donors are active on their phones during your event, they’ll find it more convenient to give on their phones, too.
One of the concerns donors have with mobile and online donations is security. Your donors will be more hesitant to give if they feel like their information isn’t protected.
It’s up to your nonprofit to ensure that your donors’ information stays safe. And you can do this by finding a secure payment processor. While payment processing isn’t often talked about, it’s an important part of any online donation.
The payment processor verifies that the donation is coming from the right person and transfers the money between accounts. PayPal is one example of a payment processor, but it isn’t the only one out there.
If you’re unsure about the payment process and how you can keep your donors’ information protected, make it a goal to be more familiar with the procedure.
How to achieve your goal:
Find a provider that is PCI-compliant. When a provider is PCI-compliant, they meet certain standards created by the Payment Card Industry to ensure the security of your donors’ information.
Without PCI compliance, your organization could face penalties with fees of up to $500,000. By choosing a processor that follows these standards, you have the tools to make sure your forms are PCI-compliant.
Payment processors also offer different levels of security like tokenization where your donors’ payment information is transformed into a series of symbols and letters called a token. The processor is the only one who can decipher the token.
Once you become more familiar with all the different security measures available, you can search for a payment processor that gives you the level of security that you’re comfortable with.
Additionally, you should educate your donors on how the payment process works so that they’ll be more comfortable donating through mobile phones and other online donation channels.
Your donors are often checking their social media accounts on their mobile phones. It can be another way to connect with your donors and let them know about all the mobile giving channels available to them.
Your nonprofit is probably active on some social media platforms. You can use these platforms to your advantage to make donors more aware about your mobile giving channels.
How to achieve your goal:
If you want to interact with your donors on social media to promote mobile donations, you need to let donors know how they can give on their phones. Post instructions on how to use text-to-give and links to your other donation forms to keep donors informed on how they can give.
Additionally, make sure that your supporters know the number they have to text when they donate. The more places you include your text-to-give instructions and the phone number, the more readily accessible it is for mobile donors.
When it’s convenient, you can expect more donors to use those giving channels.
Here are a few things to keep in mind when encouraging mobile donations on social media:
- Keep your posts short. If you’re trying to attract mobile donors, they have a smaller screen to view your posts. You don’t want to bombard them with too much information.
- Include images. When donors navigate their newsfeed, images are going to grab their attention and stand out from the rest of the posts.
- Add a “Donate Now!” button to your Facebook page. Donors can easily give using your Facebook donation form and return to their newsfeed.
- Use social sharing buttons on your donation forms. That way, donors can share their contributions on social media. It will help raise awareness about your cause and potentially encourage more donors to give.
These tips will help you stand out when you encourage donors to give using your mobile donation forms.
Key point: If your goal is to get more creative with your social media interaction, you can incorporate mobile donations into the mix with the tips we mentioned above.
Hopefully, you’ve learned about a few mobile fundraising goals that you can incorporate into your fundraising plans.
Now you can start the new year with new ways to encourage donors to give using mobile phones and the steps you need to accomplish your new goals.
John Killoran is CEO of @Pay, an exciting new fundraising technology that makes it easy for people to donate in two clicks from text, email, web and social media sites. John pioneered SMTP payments and has been a major innovator in the mobile payments space for the past 5 years. When he is not running a company, he is cooking food for his family and telling his dogs to stop barking.