Did you know that 51% of web traffic comes from mobile phones? That number is even higher for Masterworks’ client partners, with an average of 54% of web sessions originating from smartphones — and some exceeding 65%.
Despite this significant share of web traffic, donations made via mobile devices still lag behind desktop donations. Approximately 44% of gifts and 29% of online revenue comes from mobile devices, compared to 57% of gifts and 71% from desktops.
This trend aligns with patterns in the for-profit sector, where desktops consistently generate higher-value sales and better conversion rates. While desktops boast an average conversion rate of around 3.9%, mobile conversion rates hover closer to 1.5%.
Similarly, nonprofits see lower conversion rates and smaller average gifts from mobile devices than desktops:
What does this mean for your strategy?
Mobile and desktop donations are fundamentally different, requiring tailored approaches. If your acquisition strategies leverage mobile-focused digital channels like connected TV (CTV), it’s crucial to adapt accordingly. Here’s how:
Drive more traffic and lower costs
Given mobile’s lower conversion rates, your strategy must drive higher traffic volumes to achieve similar donation results. Additionally, lower average gift amounts necessitate a reduced cost per acquisition to maintain ROI.
Prioritize ease of use
Desktops offer larger screens, making research and comparison easier for donors. Adding trust symbols like BBB and Charity Navigator logos on mobile can help mitigate concerns and build confidence. With 42% of online shoppers preferring desktops due to security concerns, displaying these symbols prominently on mobile forms can reduce hesitation.
Encourage cross-device giving
Follow up mobile engagement (like text campaigns) with an email to transition donors to their desktops, where they may feel more comfortable completing their donation. Retargeting campaigns can also prioritize desktops to capitalize on higher average gift sizes.
Leverage mobile intent
Mobile users often browse casually, with 58% stating they’re “looking for something specific but browsing around.” To tap into this behavior, consider lowering the ask amount for mobile users to encourage spontaneous giving. Integrating mobile pay options can further streamline the process, enabling users to donate without reaching for their credit cards.
Address interruptions
Mobile devices come with distractions, from app notifications to busy environments. Faster checkout options, such as mobile payments, reduce the risk of interruptions derailing a potential donation. In 2023, the most used mobile payment methods included PayPal (36%), Apple Pay (18%), and Venmo (15%).
Know your audience
Younger generations are far more likely to purchase and donate via mobile devices. A 2022 survey found that 92% of adults aged 30-49 had made a purchase using their smartphones, compared to 48% of those aged 65+. While younger audiences dominate mobile giving, nearly half of older adults — a key donor demographic — also engage in mobile transactions.
Embrace the shift
In 2025, U.S. smartphone users are projected to spend over three hours daily on their devices. With higher ad viewership (thanks to better ad blockers on desktops) and a growing share of web traffic, a mobile-focused fundraising strategy is more critical than ever.
By simplifying the mobile experience and leveraging its unique strengths, nonprofits can transform casual browsers into committed supporters. Smartphone usage, purchasing, and giving continue to grow — and nonprofits must meet donors where they are: on their mobile devices.
¹ This may be due to the nature of many of our clients’ work. Most women discretely looking for pregnancy care, those in prison, and people experiencing homelessness don’t have a desktop or laptop with them. But they do have access to a cell phone.
² Desktop throughout is defined as either a laptop or desktop screen.
³ https://www.dynamicyield.com/files/research/state-of-personalization-in-mobile-commerce.pdf
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