Rethinking Mobile Donations

Most mobile users are probably familiar with the term ‘gigabyte’, but did you know that one billion gigabytes of data is equal to just one exabyte? And that globally, mobile traffic reached “7.2 exabytes per month at the end of 2016.” (Cisco) This is an inarguably significant increase from the 4.4 exabytes per month we were using globally in 2015. This increase in mobile traffic feels almost tangible in today’s society and highlights a shift for professionals in terms of mobile marketing.

Written by

Paige Sander

Published

March 2017

The difference

It’s not simply an increase in traffic though, it’s focusing on the fact that at all times, the majority of individuals have a personal computer arm’s length away. This presents a constant opportunity to marketers for engagement, but it’s also a testament to people’s growing comfortability with the mobile platform. According to the Pew Research Center, 77 percent of cellphone owners are using smartphones. And people are using those smartphones to communicate, consume news and even spend money. Black Friday is an infamous day in American retail, distinguished by large crowds of desperate shoppers, but what if you could take care of your holiday shopping from your phone?

Black Friday 2016 broke U.S. retail records with a staggering $3 billion in online retail, but over $1 billion of that was spent on mobile. (TechCrunch) This is undeniable proof of the shift in people’s attitude towards ecommerce transactions and has even been reflected in people’s charitable donations.

The Data

RobbinsKersten Direct personally experienced these increases after observing notable rises of mobile conversions in almost every client’s data. For example, one client’s mobile conversion rate increased by 3,502.45 percent when comparing the same month in 2015 and 2016. Including tablet platforms into the metrics resulted in higher conversion rates as well.

There was also a connection between mobile and tablet’s total revenue, amount of mobile transactions and average donation value. Although total revenue increased for most clients, there was almost a unanimous decrease in individual order amount. But it was the amount of total mobile transactions where every single client experienced positive increase, so what does this mean? People are donating smaller amounts of money more frequently on the mobile platform. These behaviors fall in line with the mid-level donor category, a segment that is vital in the nonprofit industry.

These figures are why developing mobile-friendly content is so vital to conversion success. It is always easier for mobile content to adapt for desktop then the other way around. By leading with a mobile-first mentality, RKD is able to create quality content for both platforms while utilizing recent mobile ecommerce patterns.

The Dangers

Individual’s mobile interactions come with a high expectation for speed and efficiency. This attitude has been cultivated through the streamlining of information and communication. So although RKD observed a higher rate of mobile conversions and traffic, there was also an increase in bounce rates. Bounce rates account for visitors whose interaction time was so little, it couldn’t be significantly noted. Once again, with the speed at which mobile users operate, an increase in bounce rates is justifiable.

The conclusion

The emergence of mobile conversions and traffic goes hand in hand with the need for quality content, formatted to a mobile platform. People’s increased comfortability with mobile conversions will only further develop, so it’s important to make sure your organization is ready to handle this type of traffic. A Forrester Research Report predicts that ecommerce revenue will reach an astounding $480 billion by the end of 2019.

Organizations can benefit from these future trends by utilizing calls to action through this platform and distributing effective, mobile-friendly content to their audiences.