Nonprofit Pro recently released a study titled “2018 Nonprofit Leadership Impact Study: A Look at the Challenges Nonprofit Leadership Is Facing and How to Address Them.” One of the findings of that report was the fact that:
- 63 percent of respondents in their survey said that digital fundraising accounts for less than 20 percent of their total revenue.
- Of those who responded, 20 percent said that digital fundraising accounts for 21 to 30 percent of their total revenue.
Not prioritizing technology is a missed opportunity!
Why mobile matters
I say it often, mobile, mobile, mobile. It’s all about mobile, and in today’s fast-paced environment, even in the non-profit sector, organizations that are succeeding are setting aside traditional fundraising solutions and embracing technology more fully. Including exclusively and mobile.
As reported by August Ash in Global Mobile Facts, in October of 2016, mobile had more traffic to access the Internet than desktop. Also, as the article stated, “By 2019, mobile accounts are predicted to move 79% of all web traffic. This could mean that only 20% of the time people spend on your website will be from desktop computers.”
Mobile matters. Period. And, nonprofits that aren’t optimizing their websites for mobile or investing in technology are going to be left behind. Donors searching for your organization are probably doing it on a mobile device, and if your site isn’t mobile-ready, they’ll be down in seconds.
Why mobile is important to nonprofits
Unfortunately, old habits die hard, and the nonprofit sector resists change. The attitude of doing things the way they have been kept alive and well in the industry. However, technology is driving nonprofits to change, and as tech and mobile-only become more involved in our day-to-day lives, it’s becoming increasingly difficult not to adapt to change. .
The reality is that donors and supporters expect instant gratification and communication that is tailored to the way they do things. Social media and the digital world have made on-demand a regular occurrence in our lives.
non-profit pro Study It also suggested, well, that we live in a world of rapidly developing and advanced technology. So, it stands to reason that organizations that don’t prioritize and focus on investing in technology will find themselves back and forth in due course, including fundraising. A donor who spends most of his or her time communicating and doing business with their mobile device (including paying bills or making donations) must support a group that is not keeping up with the times when there is a need to have another. Chances are a city with a similar mission has embraced technology?
If you don’t think technology is an essential aspect of operating a nonprofit in the digital age, you’re demonstrating that you’re old school and can’t think ahead or adapt to change.
We are not at a place where we should say that mobile and technology should replace other fundraising techniques like face-to-face fundraising. However, nonprofit leaders should seriously consider at this time how they will begin to integrate technology into their overall operations and fundraising. Yes, that means it’s important to have a mobile-ready site, but it also includes thinking about how to use a platform like Facebook for fundraising.
Ensuring that technology is an essential element of your marketing and fundraising mix will open up more opportunities for brand awareness and marketing dollars.