Mobile Marketing: Embrace It or Be Left Behind
Do you remember the days when people would talk about mobile strategies and immediately everyone thought "text messaging?" Well, times have changed—and mobile marketing includes so much more than text. Why? Yes, there are a lot of devices out there, but it is also because consumers are using these devices to research, engage, buy, inform and so much more. Don't believe me? Here are some stats from our friends at MobileCause.
- 60 percent of web searches happen on mobile
- 66 percent of emails are read on mobile
- 72 percent of web page views are on mobile
- 79 percent of social media traffic is on mobile
- 88 percent of smartphones use apps everyday
- 99 percent of text messages are read
While other channels are still critical components of an overall marketing plan to all generations, having a solid mobile strategy is growing in importance to ensure your organization does not miss out on opportunities to communicate.
- Mobile phone adoption for U.S. adults is 95.5 percent
- Smartphone adoption for U.S. adults is 81 percent
- Smartphone adoption for U.S. Millennials is 85.5 percent
- Landline abandon rate is 40 percent since 2014
- Every year 14 percent of Americans change their mailing address
And, if you are thinking, "But fundraising and nonprofit communication is different," here's some more proof from MobileCause:
- 75 percent of donors research websites before donating to a nonprofit organization
- 47 percent of donors visited multiple websites before giving
- 45 percent of mobile researchers donate via mobile
- 57 percent made a donation after watching a video
- 84 percent of nonprofits do not have a mobile friendly website (which is especially problematic based on my last blog teasing apart the changes to Google's search algorithm and how it will prioritize mobile friendly websites over those that aren't)
Now, remember how I started this post? I talked about how mobile was much bigger today than just "texting"—well, in reality, I think many of us in the industry have worked hard to ensure our digital communication is ready for multiple devices (tablets, smartphones, etc.). So, let's return to texting. I'm officially worried about our industry's approach to texting. Why? My personal opinion is that many years ago texting was perceived to be "text-to-give," and if an organization tested it (and it didn't work) many marketers put text communication on the back burner and focused on email, social media, etc. I'm not blaming text-to-give but, in reality—in the early going when a lot of organizations were curious about it—it didn't work as well as we wanted, and on top of that, it brought in a very different donor than we were used to seeing (and cultivating). Well, I'm here to say that times have changed. Just a few more stats to consider:
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.