Although we aren’t quite at the half way point of the year, many organizations have already started to plan their holiday campaigns. We’ve certainly started with some of our clients, particularly as building a highly integrated campaign becomes ever more important.
In building an integrated campaign you have to think mobile first. More than 50% of e-mails are now opened on mobile devices, and increasingly donors are making donations through mobile devices. Last year, 14% of online donations were made via mobile devices**. That was an increase of 45% over the previous year. If we see the same increase this year that will mean that more than 20% of online donations will be made via mobile devices.
If your website and donation form aren’t already optimized for mobile, now is the time to do that to ensure you’re ready for the holiday season. Even if you’re not running digital campaigns, having a digital presence (which is mobile optimized) is essential as donors from other channels (especially DM) will make their donations online for the convenience that it offers.
**Information from npEngage / Blackbaud’s Online Express