At the Institute of Fundraising Convention last week there was a lot of talk around technology enabled giving (or TEG, yes, we have a delightful new technology enabled acronym) and in particular the use of mobile.
Heralded as the most powerful device ever invented; enabling us to access life’s essentials from money to friends to pizza, our mobile phone is a device which the majority of us do not leave home without.
There were some interesting stats from The Mobile Mindset Study, including;
- nearly 40% admit to checking their phone while on the toilet. (*and that’s just the people who admit it. Personally I bet its more)
- 63% of women and 73% of men ages 18-34 say they don’t go an hour without checking their phones.
- 73% say they felt panicked when they lost their phone
- 24% said they check their phones while driving.
In developing countries most people will only ever access internet on mobile phones (which was somewhat ironic as I didn’t have an internet connection in the conference session) meaning that globally mobile is going to be an increasingly important channel.
In 5 years mobile users will overtake desktop users. (a friend of mine actually had to explain the term ‘desk-top’ to a young person recently, who was baffled at the whole concept of a computer belonging to, or being static on a desk…..)
Mobile has also changed consumer behaviour in that people are constantly connected, and continually juggle and filter information. People have developed continuous partial attention disorders (CPA for acronym fans), a new condition which disables a person from concentrating on one thing for longer than about 10 seconds (in severe cases).
So, given all these stats, it was interesting that in a digital fundraising session when the audience were asked how many websites are mobile responsive one hand went up. And only four people knew how much of their web traffic came from mobile. (Most organisations get 10-15% of their web traffic from mobile and the number is increasing) And only one or two organisations had surveyed their online audience in the last 2 months. (there was significantly more than four people in the room in case you were wondering)
We know fundraising is about building relationships, understanding and connecting supporters to the cause, and making it easy for them to get involved. We also know that almost everyone is carrying the internet in their back pocket; connecting them to the world. Yet it doesn’t seem that we are developing our communications to ensure they are accessible to these growing audiences? Why not?
So to summarise the key messages on mobile fundraising;
- mobile is becoming more and more important to engage with multiple audiences
- use of mobile is growing fast
- make your content is accessible for mobile
- you cannot pretend that mobile isn’t happening
- if you can’t help people give on mobile you are missing out
Or perhaps I got a warped view because all the people in the room were not putting their hands up because they were CPA suffers and really stressed out at not being online and connected? Possibly. In a funny way I kind of hope so.