LoyaltyClicks recently published the results of their survey on Technology Trends for Nonprofits in 2011, in the form of a free whitepaper (PDF here). What stands out in the collected data is that, while the majority of nonprofits are starting to use social media more, and more effectively, making a good start at reaching out to supporters on different platforms – but nonprofits are lagging on the move towards a mobile web.
In a write-up on NTEN.org, Tonia Zampieri, Sales & Marketing Manager for LoyaltyClicks at Smart Online, shares a few highlights from the whitepaper, including this:
Our survey showed that over 90% of surveyed nonprofits use email marketing and social media in their engagement strategies. On the other hand, only 16% of the surveyed nonprofits plan on having mobile websites in 2011, while 19% plan on having Smartphone Applications. Relative to the email and social media engagement strategies, it appears that nonprofits still have a long way to go in tapping into the quickly and exponentially growing mobile audience.
Zampieri goes on to suggests a scenario where a supporter receives an email blast from your nonprofit, reads your call to action, and obligingly clicks through to your website as you hoped he would. But then, he can’t take that action:
... because your website appears too small and illegible on their phones. Result: you lose out on them taking any direct action because in all probability, they are not going home to reopen your website on their computers. How many do you think you will lose next year because of this?
The easiest thing a nonprofit can do is to make your existing content accessible to mobile users, Zampieri points out. “But you can also develop innovative content and/or applications that specifically target mobile users.” At the very minimum, however, do make sure your current website doesn’t close any doors on an increasingly mobile audience!
The Future is Mobile, says Allison Fine, summing up the currect challenge for nonprofits:
There are significant differences in the ways that people use their mobile devices to access information, connect to friends, make donations – basically they behave differently and our applications and access points need to reflect those differences in ways that they don’t do now....
No time to waste, the time to get mobile was last week!