Giving on Mobile Devices up 80% Since 2013, Study Finds

By: Heather Thornton, Project Manager

 I resisted getting a smartphone or tablet for some time, probably longer than most people, simply because I thought it was unnecessary.  “I have my computer and old school cell phone,” I thought, “so, why would I need a smartphone?  How smart can a phone really be?”  Fast-forward a couple of years, and this former cynic always has her smartphone and iPad glued to her side.  So, when I happened upon the below study while surfing the web on my smartphone, naturally, I found it unsurprising to learn about the significant increase in giving on mobile devices.

According to a donor survey commissioned by Dunham+Company and conducted by Campbell Rinker, nearly 1 in 5 donors say they have used a mobile device to donate to a charity’s website.  This is an 80 percent increase since 2013.

Other findings from the study:

  • The largest increase of donors on mobile devices was seen in donors under 40 (9% in 2013 to 21% in 2015).
  • Mobile giving from donors 66 and older increased from 0% in 2013 to 10% in 2015.
  • The number of donors who do not use a smartphone or tablet decreased from 19% in 2013 to 7% in 2015.
  • Individuals who read charity publications online almost doubled from 11% in 2013 to 20% in 2015.

What does this mean for your organization?  If you do not already have a user-friendly mobile optimized website, it may be time to look into this as an addition to your organization’s digital strategy.  Another trend to consider for online interaction is apps, through which donors to your organization could make donations, read publications, or learn about upcoming events, as examples.

Although it may be tempting at times to resist joining the digital age, as I did for a time, the trend is that an increasing number of donors are connecting, communicating, and contributing through digital means.   So, it may be time to grab your smartphone or tablet and evaluate how well your organization’s website is working for you.

You can access the entire study here: http://www.dunhamandcompany.com/2016/03/dunhamcompany-study-explosive-growth-in-donations-via-mobile-devices/#sthash.McUcbTRz.dpbs