Expand Your Organization's Reach Using the Mobile Web
More and more, companies, government organizations and nonprofits are designing sites built just for the mobile Web, and it is important to understand this new medium. The mobile Web is the best option for any nonprofit because unlike mobile apps you build only one site, and it can be optimized for nearly 5,200 different handsets around the world, at a fraction of the cost.
With an app strategy, you need to build a separate app for each platform (i.e., iPhone, Droid, BlackBerry). Donors finding you is also a hurdle. In order for donors to find your app, they need to search through app stores and then download it. If they can just find you by going to the mobile Web browser and typing in your URL, it eases their pain of interacting with you.
Having a mobile website reduces the steps necessary to connect with the brand. This is good news for nonprofits; it keeps costs down while getting the best possible reach. The mobile Web has greater reach than any app.
Building a mobile site
Nonprofits need to create mobile Web strategies that are complimentary to their PC Web strategies, but the sites do not serve the same overall purpose or context.
A PC-based site is built for a 10- to 15-inch screen experience. It just doesn’t work to squeeze this experience onto a 2- to 3-inch screen. You need to think about a mobile website specifically and design for your mobile viewer. It is important to get to the point, interact and ask for what you want with clarity.
Mobile Web users have a different thinking style — they are in a different mode. Context is everything in mobile. Mobile-optimized sites make the nonprofit’s content easy to find, since it is designed for a small screen and the message is adapted to a mobile viewer.