10 Ways Mobile Giving Can Help You Raise More Money From Your Donors

If you’re a nonprofit professional, you probably already know a thing or two about mobile giving.

But did you know that you could actually be doing so much more with what you already know?

We’re here to take your knowledge of mobile giving one step further with these ten easy steps.

Make Text-to-Give Work for Your Organization

The Basics

41% of Americans don’t have a landline, which means that text-to-give has become a necessary tool for reaching your donors.

Text-to-give technology is a fantastic way for your organization to raise money from donors on the go. It’s quick, easy, and a low commitment option for people to donate to their favorite charities (like yours!). Plus, the average text-to-give donation is $107, and giving is already trending mobile, with 51% of nonprofit website visitors doing so on mobile devices (more statistics here!).

In order to donate to your cause, all a donor needs to do is to text your organization’s text-to-give number with the amount they’d like to give.

Let’s Look at an Example:

Say a donor wants to give $50. He’s waiting for the bus, and he sees this ad:

Bus sign advertisement for animal rights nonprofit

He’s compelled to text the number on the sign. But he’s never given before, so when he texts “50” to (503) 343-5551, he gets an immediate response back, prompting him to fill out a short payment form.

The donor confirms that he wants to send $50 to the Willamette Humane Society, and voila! He’s given in the short time before his bus pulls up.

Better yet, the next time he wants to give, whether it’s via text, online, or through an email, he can do so without filling out his information again. He can give in just 2 clicks!

Examples of Mobile Giving Transactions

Initial Text Message

Text-to-give instructions for donors

Follow-up Email

Text-to-give instructions for donors

In addition to being easy for your donors, text-to-give is also a no-brainer for your organization. It’s easy to set up, maintain, and promote.

How to Promote Your Text-to-Give Campaign

On social media

During live events

In your newsletter

In your email blasts

Takeway

Text-to-give technology is one of the swiftest, simplest, and safest ways to raise more money on the move.

Make Recurring Gifts a Cinch

The Basics

Two gifts are better than one, right?

Of course they are! That’s why it’s doubly important to make sure that your mobile giving campaign is set-up to accept (and encourage) recurring donations.

If your mobile giving platform allows recurring gifts to be made, you can easily persuade a one-time donor to become a habitual gift-giver.

Even though most donors who give recurring gifts donate smaller amounts each month, they usually wind up contributing significantly more to your organization in the long-run.

How do you entice one-time contributors to become recurring donors?

It’s really quite simple. It’s all in how easy you make the process.

Even though most donors who give recurring gifts donate smaller amounts each month, they usually wind up contributing significantly more to your organization in the long-run.

Making the giving process intuitive

Reduce the number of required fields on your donation form

The more required fields that a donor has to fill out, the more likely they’ll be to abandon the donation process. Keep it to the bare minimum in order to make the process as painless and pleasant as possible.

Say thank you

Just because they’ve opted not to become recurring donors this time, it doesn’t mean that they won’t change their minds in the future. One way to tip the scales in your favor is to thank your donors properly and often. You can’t thank them enough!

Accept all forms of payment

There’s nothing worse than reaching the final stage of the donation process only to find out that your credit card isn’t supported by the organization’s payment processor. Don’t let this happen to your organization’s donors. Make sure your processor can handle all types of cards and payment methods.

Offer a small incentive

The incentive you offer doesn’t have to be monetary. It doesn’t have to cost you anything at all. You can offer tours of your nonprofit’s headquarters, social media shout-outs, or special promotional items. People love to feel as though they’re a part of something. Give your donors that feeling by including incentives for every donation made.

Use suggested donation amounts

Another way to speed up the donation process is by providing donors with preset donation amounts. Suggested donations keep donors from having to guess how much is the right amount to give, and it can encourage larger donations! You can set these amounts anywhere from $1 to $50 and above. Just make sure that there is enough variety so every donor has an amount they’re comfortable giving.

Consider password alternatives for account creation

In the long run, creating an account is beneficial because it keeps your donors’ information on file for future gifts, but donors have to remember their passwords for it to be effective. Instead, your organization can use another form of authentication that is more secure and requires no memorization, further simplifying the donation process.

Takeway

If you make recurring donations easy and intuitive, you’re bound to see an increase in your overall revenue.

Make Your Donation Page Mobile-Friendly

Four Components of a Mobile-Friendly Donation Page

Makes donating easy and intuitive

The fewer steps you make your donors take to give, the more willing they’ll be to complete the donation process. That means cutting down on required fields and any other distracting elements that are unnecessary.

Has multiple giving options

As we mentioned earlier, providing your donors with multiple options (including recurring gifts) is a surefire way to increase donations in the short-term and in the long-run.

Loads just as well on a mobile device as it does on a laptop or desktop

If a page takes multiple seconds, or even minutes, to load, then your donors will likely abandon ship and spend their time and money elsewhere. Be sure that your mobile donation page loads well and your buttons are easy to press.

Looks and feels like the rest of your mobile website

Your mobile donation page should have the same colors, theme, logo, and fonts as the rest of your website. If a donor lands on your donation page and doesn’t recognize that it’s your organization’s, they’re bound to be confused and, again, abandon ship.

Example of a Mobile-Friendly Donation Page

Mobile-Friendly Donation Form

More people use their phones to surf the internet than they do their desktop or laptop computers.

And it’s far more likely that a donor will find your nonprofit’s website using their phone or other mobile device.

What does this mean for your nonprofit? Well, if you want to keep your donors’ attention, you’ll need to make sure that your website and your online donation page are mobile-friendly.

Takeway

When you’re aiming to raise money via mobile device, it’s incredibly important to make sure that your online donation form translates well to mobile.

Raise More Money for a Specific Cause with Mobile Pledges

Steps for Receiving Mobile Pledges

  • 1: A donor learns about your fundraiser.

    You’ve posted flyers, announced it on your website, or you spread the word at an event. In any case, they heard about it and were interested enough to investigate further.

  • 2: They text, email, or submit online their donation pledge

    Because you’ve made it so easy to give through multiple channels, intrigued donors can give in just 2 clicks–whether it’s on their computers, their smartphones, or their tablets.

  • 3: Your nonprofit accepts that pledge.

    Your mobile pledging software might automatically keep track of who has made pledges. In case it doesn’t, be sure you’re making note for future reference. You’ll want to be able to follow up with your pledgers later to remind them of their promise.

  • 4: The event or challenge ends.

    The 5K has been run; the moustaches have been grown. The event or challenge is over, and it’s time to wrap up the promotion and send out reminders for participants to fulfill their promises.

  • 5: The donor fulfills their mobile pledge

    Whether they’re planning to donate a large sum over a long period of time or they’re pledging it all at once, your donors will ultimately be fulfilling their pledges.

  • 6: Your nonprofit receives the funding automatically!

    Mobile pledging software should allow your nonprofit to receive the donations as soon as they’re processed. That way, you can move on to the important work of putting the funding to good use!

Why Mobile Pledges Work

Mobile pledging has been proven to raise significant amounts of money. Some of the most successful mobile pledges raised tens of thousands of dollars in no time at all.

Whether you’re raising money for the public phase of your capital campaign, or you’re trying to fund a cure for diabetes, the process for mobile pledging is essentially the same.

As with traditional pledging, not all pledges are fulfilled. About 2-3% is the common attrition rate.

But for the most part, people tend to pledge more than they would donate otherwise.

The reasons why are unclear, but studies have shown that donors who pledge, on average, give more than other donors.

When the pledges are fulfilled, your nonprofit can expect a large amount of donations to come in pretty much simultaneously.

Mobile pledging has been proven to raise significant amounts of money. Some of the most successful mobile pledges raised tens of thousands of dollars in no time at all.

Takeway

Hosting a mobile pledging fundraiser is an ideal way to raise substantially more from donors who are always on the move.

Make Even Your Offline Fundraising Mobile-Friendly

Offline Marketing Tactics

Now that you have all of the tools you’ll need to raise money via mobile devices, it’s time to explore the best ways to promote those giving avenues.

Although all of these giving options are on mobile devices (and some are also on desktop and laptop computers), some of the best ways to promote these giving options are actually completely offline!

In magazines

At bus stops

On flyers and posters

On promotional items, like T-shirts and mugs

What to Include with Marketing Materials

A QR code that leads donors to yourdonation page.

Your text-to-give number.

The address of your mobile-responsive website.

Your nonprofit’s email address

For a great example of a flyer that features both a QR code promotion and a text-to-give campaign, check out the poster below:

QR code promotion during a text-to-give campaign
Takeway

It’s important (and easy) to incorporate mobile giving into your offline fundraising and communications strategies.

Get More Out of Your Email Marketing

Three traditional ways that nonprofits have made their emails more appealing to donors:

They’ve included a catchy subject line

Typically, they’ll try to incorporate action words like “Build” and “Act” in order to indicate that they’re focused on driving real change.

They’ve struck the right balance between pictures and words

Studies have shown that 65% of email readers prefer emails with more pictures than words. This is likely because the brain is able to process images 60,000 times faster than it can words.

They have a call-to-action

Most nonprofits will include either a link to an event sign-up sheet or a link to an online donation page as a part of their call-to-action.

Where Traditional Email Marketing Falls Short

Where these traditional tactics fall short is the last point.

Putting a link in your fundraising email means that a donor will have to see the link, click on the link, be led out of your email and onto a separate browser.

If they’re doing this on their mobile phone, you can guarantee that they’re going to have to pinch, swipe, and zoom to be able to fill out your online donation page. They’ll pull out their credit card and squint to type the tiny numbers into the tiny boxes on the form.

Unless they have unrelenting patience, chances are they’ll throw their hands up in frustration at this point, nearly losing their phone in the process.

Okay, maybe they won’t be so dramatic. But it’s not unreasonable for them to be frustrated by this clunky process.

Putting a link in your fundraising email means that a donor will have to see the link, click on the link, be led out of your email and onto a separate browser.

What to Include with Marketing Materials

By incorporating an email donation button in every fundraising correspondence. Email donation buttons allow your donors to give to your organization without ever leaving their inboxes.

All they need to do is to click on one of the buttons (you can provide various amounts for donors to choose from). If they’ve given via text, online giving portal, or email before, then all they’ll have to do is hit send to confirm their donation amount.

Just two clicks, that’s it!

iPhone Email Demo for fundraising
Takeway

With email buttons, you can raise considerably more money from your existing email marketing campaigns.

Market Matching Gifts Through Social Media

Using Social Media to Market Matching Gifts

As we said before, Facebook is one of the most downloaded and widely-used apps in the world.

It’s been around for over 10 years now, and its popularity is undeniable, with 1.65 billion monthly users logging on. Everyone from the little kid next door to your great-great grandmother’s third cousin is on the social network.

Not only are most people on Facebook, but more often than not, they’re scrolling through their newsfeeds on their phones. The same is true of Instagram, Twitter, and even LinkedIn. They’re all predominantly viewed on mobile devices.

What does mobile social media have to do with fundraising, though?

We’re glad you asked. Whether you’re seeking major gifts or just looking for a small donation from a follower, it’s important to keep your social media presence well-maintained.

If you keep a constant flow of communication going with your supporters (and you don’t overwhelm them with too many posts or #UnnecessaryHashtags), you can use social media as yet another marketing tool for all kinds of fundraising ventures.

If you keep a constant flow of communication going with your supporters (and you don’t overwhelm them with too many posts or #UnnecessaryHashtags), you can use social media as yet another marketing tool for all kinds of fundraising ventures.

Facebook

Facebook advertisement for fundraising

Tip 1: Because images are so much easier to process (and they’re just more visually appealing), it’s important that you keep text to a minimum and always incorporate a photo or visual aid of some kind in each post.

Tip 2: Donors join Facebook to stay in touch with their friends and families. When you’re crafting a post, make sure that you’re speaking like a real person–and not like an organization.

Tip 3: The best time to post on Facebook is typically around 3 PM-6 PM, Monday through Thursday. On Sundays and Fridays, you’ll see the least engagement, so it’s okay to take those days off from posting.

Twitter

Using Twitter to raise more money for your nonprofit

Tip 1: Whereas Facebook will allow you to post up to 63,000 characters in a status update, Twitter limits users to 140 characters per tweet. Make sure you can say everything you need to say in just a few words.

Tip 2: Hashtags were invented for a reason: to catalogue and organize conversations on Twitter. Take advantage of this by including #RelevantHashtags in every tweet you send off. Pro tip: you can create your own hashtag.

Tip 3: Most people check their Twitter accounts while they’re at lunch, so the best time to post on Twitter is around 12 noon during the workweek.

Instagram

Using Instagram to raise money for nonprofit causes

Tip 1: Instagram won’t allow users to post links in individual posts, so the way to promote your mobile donation page is by including a link in your bio. Then, in every subsequent post, you can mention that the link can be found on your organization’s page, in the bio.

Tip 2: Adding a location, including relevant hashtags, and tagging other users is a great way to increase your following. People scrolling through their Discover page will be more likely to see a post of yours if it’s well identified and catalogued.

Tip 3: The absolute best times to post on Instagram are 5 PM and 2 AM. Don’t worry; you don’t have to stay up til 2 AM to post. You can easily schedule for certain posts to go out at certain times with a simple-to-use app, like Hootsuite.

Snapchat

Tip 1: Videos are the most engaging content to post on Snapchat. For one thing, they’re more memorable. But they’re mostly just more fun for your followers to watch!

Tip 2: Add filters and geo-tags to your stories to make them more personal (and fun!). Geo-tags are unique to your location, and thus they show followers where you’re doing the most work on the ground.

Tip 3: Since it’s such an instantaneous form of social media, Snapchat has no “best time” to post. You can engage with followers in real time, anytime.

Takeway

If you follow these best practices and stay true to your organization, then you’re bound to have major success with marketing your fundraising campaigns.

Learn More About Your Donors Through Info Capture

What is information capture?

When you’re trying to maximize your fundraising, it’s important to keep in mind your key fundraising metrics.

But how can you track your key performance indicators (KPI) if you don’t have all of the information you need?

Your problem can be solved with two words: Information. Capture.

Information capture is a feature of mobile giving that stores useful information about your mobile donors and their habits automatically. This information can be exported and seamlessly integrated into your nonprofit’s existing donor database.

Name

Phone number

Email address

Address

Birthday

Amount of donation

Time of donation

Recurring donations

How can prospect research help with information capture?

With this sort of information, your nonprofit can easily conduct prospect research on your mobile donors.

Just because a donor has only given $100 via text message, it doesn’t mean that they’re not equally capable of giving $100,000 if they’re properly stewarded.

The only way you’d really know something like that is if you had the right information about a mobile donor and were able to conduct a prospect screening on them. You could find out vital information like:

Real estate holdings

Past donations to nonprofits

Business affiliations

Stock shares

Takeway

Information capture is an amazing tool that brings any mobile giving campaign to the next level.

Leverage Your Current Donor Base with Peer-to-Peer Fundraising

How to Use Mobile Peer-to-Peer Fundraising

Enlist the help of your nonprofit’s most active advocates and key players to get the word out about your mobile giving campaign.

Supply your organization’s advocates with your crowdfunding page and/or the ability to create one of their own on your behalf. Make sure that they’re able to share the links easily on social media sites like Facebook, Twitter, and Instagram.

They can reach out to their respective social networks, their friends, family, and coworkers, and even random strangers on the subway.

Peer-to-peer fundraising, in this way, can be used to leverage your existing donor base to extend your nonprofit’s reach and efficacy.

Anyone and everyone can donate to your cause on the go with a mobile-responsive crowdfunding page.

Once those new donors have given, you’ll have their info through information capture.

Because they’ve been cultivated by people who are close to them, they’ll feel a more personal connection to your organization.

In essence, crowdfunding takes the burden of fundraising off of the backs of your organization and puts it into the hands of your loyal donors and volunteers. All you have to do is give those donors and volunteers the tools that they need to raise money on your behalf.

Takeway

Mobile peer-to-peer fundraising allows your nonprofit not only to raise more money on the go, it also gives you the opportunity to strengthen and grow your network of donors.

Encourage Donors to Give From Their Phones at Live Events

Where to Promote Mobile Giving

Fundraising Dinners

Benefit Concerts

Galas

Casino Fundraisers

Fundraising Carnivals

5K Fun Runs

How to Demonstrate Mobile Giving at an Event

At your next fundraising event, take a few minutes to ask your event’s participants to take out their phones.

Chances are, they’ll all have their smartphones on them. As we said before, more than 90% of people own smartphones and take them everywhere they go.

Once they have their phones in hand, explain the process (it’s simple to describe and demonstrate).

It might help to have a projector and a screen to show examples of the donation process, such as in this example:

Projector and screen showing examples of the text-to-give donation process

As you can see, they’ve shown each step and made it incredibly easy to follow along.

After you’ve explained the giving procedure once, your new donors will be able to give quickly and simply every time thereafter.

They may even go home and tell their friends and family about the fantastic new way to give on the go.

Takeway

Live events and mobile giving are like peanut butter and jelly. They’re a match made in heaven.

Additional Mobile Giving Resources

Mobile Fundraising: The Guide

Guide to mobile fundraising

Mobile giving is a broad fundraising term that encompasses a lot of different methods.

If you want to be well-versed in mobile fundraising and put yourself ahead of the curve, check out this ultimate guide to mobile giving!

Best Text-to-Give Tools

Best text-to-give tools

Text-to-give is just one form of mobile fundraising, but it’s incredibly popular!

If you’re looking for a text-to-give provider, we’ve compiled a list of the top text-to-give tools for nonprofits and churches.

Guide to Text-to-Give

Text-to-give guide for nonprofits

If you want to go more in-depth with text-to-give, we’ve got a great resource for you!

Check out Double the Donation’s guide to text-to-give and learn how your nonprofit can make this fundraising method work for you.

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