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Hey, nonprofits — don’t underestimate mobile giving

Millennials aren't the only ones attached to their phones, folks. April 21, 2016 Category: FundingShort
The average American smartphone user checks their device approximately 46 times a day. How does that transfer to donation dollars for nonprofits?

Consider this: About 13 percent of all online gifts are coming from mobile devices, according to a report from business consultancy M+R Strategic Services. (You’ll need to download it.)

That data comes from one year of analyzing the communication methods of 105 nonprofits. Here are four other quick takeaways:

  • For nonprofits, 1,000 email subscribers equals 355 Facebook fans, 132 Twitter followers and 19 Instagram followers.
  • The average nonprofit sent each email subscriber 49 messages in 2015.
  • Online revenue grew by 19 percent in 2015. For every dollar of that online revenue, nonprofits invested $0.04 in digital advertising.
  • Monthly giving accounts for 17 percent of all online revenue.

Compare the numbers in M+R’s study with some of the data from text donation site mGive‘s 2014 Text Donation Study:

  • 61 percent of donors prefer using text to donate.
  • 50 percent prefer donating online.
  • 26 percent prefer donating at special events.

Check out mGive’s infographic via Tech Impact.

It’s also worth noting that 74 percent of mobile users jump on their devices to watch video. How can nonprofits leverage that information to create wider avenues for charitable giving?

You tell us.

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