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Every year, Masterworks lays out our convictions for what we see in the ever-evolving fundraising landscape. Here’s our third conviction…
Conviction #3: Your audience lives on their smartphones.
The decline in check writing is giving way to a rise in online contributions and a shift in device preferences. Our clients see over 50 percent of those engaging with their websites using their mobile phones.
As people rely more heavily on mobile devices for everyday tasks, including financial transactions, nonprofits must optimize their digital presence for mobile platforms. This means ensuring that their website is mobile-friendly, their donation processes are seamless on smartphones, and they support mobile giving options.
It is no longer about owning the mailbox; it is now about getting donors’ attention while they engage with their phones. One of the best ways to do that is through video. Clients who embrace diverse advertising have a 63 percent higher return on ad spend, and videos have a 31 percent lower cost per visit. Additionally, mobile video consumption doubles every year.
Consider your marketing material; what tactics focus on engaging donors on their phones?
Not only do videos get watched and have better performance metrics, but they also build trust with the brand—81 percent of consumers say they trust information from organizations delivered via video. And consumers are more likely to share it with others. Videos on social media are 12 times more likely to be shared than text and links combined.
Videos help your mission rise above the noise in crowded online spaces. They evoke emotions and tell stories. They build trust. All things that drive more donations. And videos help define your brand voice and establish your identity.
Ultimately, donors seek brands they can trust to change the world. They are increasingly moving online and engaging with video content through their smartphones. Storytelling is increasingly important to their decision-making and allows you to connect your message with their hearts.
Consider your marketing material; what tactics focus on engaging donors on their phones?
Are you posting video content that is optimized for phone consumption? Are you testing messaging on streaming platforms? Are you using text messaging to share your mission and stories? Are you utilizing mobile-friendly payment options?
One easy way to get started is to think about your donor-centric newsletter and distill it into its parts. Does it look something like this: thank the supporter, share a story, report back on an initiative, and a leadership letter from the field? Now take these components and create a short video or Instagram-style post on each. Instead of sending digitally responsive donors an increasingly more expensive newsletter once a month send them engaging video content that can be emailed, shared on social media and sent over text. Retaining donors is about
As we embrace the mobile-centric world, it's crucial for nonprofits to meet their audience where they are — on their smartphones. Optimize your digital presence for mobile platforms, leverage the power of video storytelling, and explore innovative ways to engage with donors through mobile-friendly channels.
