Mobile Madness

Quick … what percentage of your emails is opened on a mobile device? You’ve probably heard the macro statistics, but odds are you don’t know the answer for your organization.

Hint: It’s probably a lot. And the data suggests that the numbers are increasing. All of which means your organization might be missing out — on engagement opportunities, donors and more.

Depending on the audience, product and email type, multiple sources who track this data report 50 percent or more of email opens happen on smartphones. And that number is growing rapidly. Two-thirds of Americans have smartphones — plus there are millions of iPads and other tablets in use.

If your organization’s messages aren’t getting read, your constituents aren’t engaging. And if they aren’t engaging, they probably aren’t donating. Our quick check of nonprofit emails in our inboxes suggests that the vast majority are not mobile-friendly. (In fact, we found only three that are! One of your authors must note that his organization has — as yet — only mobile-optimized some of its emails.)

We know you are smart. You understand that your donors and constituents would respond better if they could interact with you more effectively “on the go.” You also understand that there is an investment necessary to make the switch — whether that is staff or consultants’ time. So, if you are to convince your boss, you need data.

Is it worth it?
The folks at Engaging Networks reported on Humane Society International’s (HSI) fundraising for its Protect Seals campaign in this case study. We found it fascinating that the organization’s 2013 year-end revenue from mobile devices increased sixfold when compared to mobile device year-end revenue from 2012. So we dug a little deeper. Being the skeptics we are, we thought … well, its revenue increased so dramatically because it had a bigger file … or because it sent more emails … or because it has lots of international donors who are more comfortable with mobile transactions …