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Get Serious About Mobile

Paul Walsh - Friday, September 12, 2014

How many times have you checked your smartphone today? 

Whether we’re texting, reading email, or catching up on our social networks, this on-the-go connectedness is becoming a part of our daily routine. And, because we value the speed and convenience of our smartphone lifeline, we expect our mobile experience to be fast and easy. Of course, it’s the same for your donors, who are becoming more likely to read your emails and research your organization via their mobile device. Think your audience isn’t on mobile? Consider this:

The reality is this:  whether or not they give online and whether or not they give via their mobile device, a greater number of your donors will read your emails and look at your website during this year-end fundraising season. For best results, take some simple steps to make it easier for them:

Keep your content short and sweet. Remember, online visitors skim. Streamline your website and email copy, and break up text with headings, bullets, and bold treatment. Avoid long paragraphs in favor of shorter sentences and clear calls to action.

Make it fast. Keep your page load times to around 3 seconds. For your mobile experience, replace popups and animation files—formats that many mobile devices can’t display correctly—for powerful single images or icons and buttons that make it simple to click.

Minimize data entry. Typing in a lot of information is a mobile turn off. Allow your donors to autofill information wherever possible, and let them complete their donation without requiring a registration.

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