3 Steps to Optimize Mobile Giving for Your Nonprofit
When the world went virtual in 2020 due to the COVID-19 pandemic, our reliance on mobile devices spiked higher than ever before, and this trend will only continue into the future.
The 2020 State of Modern Philanthropy report found that over 60% of traffic on Classy is from a mobile device, and 43% of donations on the Classy platform are made through mobile devices. It’s critical you meet your supporters where they’re at and optimize your mobile giving experience to ensure you’re not leaving any donations on the table.
To dive deeper into mobile giving, current fundraising best practices, emerging technology opportunities, and so much more, register for the Collaborative: Virtual Sessions to access session recordings from our live event. Learn from some of the experts and leaders we admire most.
Optimize Your Mobile Giving Process
To get your feet wet, here are three ways to optimize your fundraising for mobile to increase donor engagement, conversions, and overall revenue.
1. Enable Digital Wallets and ACH
Enabling digital wallets speeds up the donation process and creates a more user-friendly experience for supporters.
Digital wallets allow a donor to pay using a credit card stored through Apple Pay, Google Pay, or Microsoft Pay, reducing friction in the checkout flow. ACH (Automated Clearing House), also known as direct debits, allows a donor to make a gift directly from their bank account. Both options eliminate the need to manually enter payment information, which saves your donors time and reduces the likelihood that a donor will abandon the checkout process.
On the Classy platform, organizations see an 11-14% lift in mobile conversion rates, as well as a substantial increase in the size of recurring gifts, when digital wallets are enabled.
More specifically, when recurring donors make a gift with ACH:
- Average recurring gifts are 55% larger than those made with a credit card
- Recurring donors are retained 20% longer than donors who prefer to give in other ways
On Classy, it only takes one click to enable ACH and digital wallet payments. Learn more about how Classy is working to best support mobile giving in our recent update.
2. Protect Your Donors from Fraud
Your organization needs to offer its donors the highest levels of security in order to retain their trust. The nonprofit space continually faces challenges with the fight against fraud, but taking a proactive approach to combat these obstacles can save your organization from a massive setback in the future.
If you’re not sure where to start, consider these actionable tips:
- Monitor your accounts daily
- Require the card verification value (CVV) in all checkout processes
- Encourage unique password requirements
- Partner with a verified payment processor
Classy Pay powered by Stripe is our in-house payment processor that offers our nonprofit customers an added layer of protection against online payments fraud. Stripe Radar uses machine learning to automatically detect and block fraudulent payments in real time, putting security front and center for all transactions.
3. Adopt Mobile-Responsive Fundraising Software
Today, mobile-responsive fundraising software is a necessity. Modern donors expect the giving experience to be easy and seamless, regardless of their device.
The Classy software automatically builds all pages to be mobile-optimized. You can even preview what your page will look like on a desktop, tablet, or mobile device to ensure it’s ready to go.
Regardless of the software your nonprofit is using, you can preview your page in Google Chrome with these simple steps:
- Choose “Inspect”
- Select “Toggle device toolbar”
Further enhance your donation page with these four quick tips:
- Reduce the number of required textbox fields
- Increase font and donation button sizes
- Trim unnecessary text
- Decrease image sizes to promote faster load times
For more tips on how to elevate your next fundraising campaign, download these step-by-step checklists that will help you create a well-designed, cohesive campaign to engage supporters and set you up to surpass your goals.
Offering a giving experience that’s mobile-friendly can increase your nonprofit’s likelihood of attracting and converting donors. Flip the mirror on yourself to ask what features are most important to you when moving through a mobile checkout flow, and then build that experience for your donors. Enabling digital wallets, protecting your donors from fraud, and adopting a mobile-responsive fundraising software are powerful tools to take your nonprofit to the next level.
To learn more, download our webinar highlighting the trends of online giving, what pitfalls to avoid, and how to harness technology to increase donor conversion.
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