Charities should care about mobile marketing


Charities should act fast and raise money through mobile marketing. According to Devin Anderson, mobile advertising executive at Google, people will buy more mobile devices than desktops as early as 2013. This holiday, “more people will walk out with a mobile device than a notebook,” he said.

Searches using mobile devices are increasing eight times faster than those  from a personal computer. Anderson suggested the following tips at a meeting organized recently by  AZIMA:

  1.  Mobilize your Web presence: A mobile presence is the newest storefront. Web retailers using mobile storefronts are reporting an 85% surge in consumer engagement.
  2. Set up mobile specific campaigns: Mobile specific campaigns yield higher click through rates. Keep consistent messages.
  3. Think local: One in three mobile searches is local. Nearly 61% called businesses from mobile sites. Google predicts 44% of last-minute searches and store locator terms to come from mobile devices this holiday season.
  4. Use mobile unique ad formats: Drive local and in-store traffic using mobile only ad formats.
  5. Users care about mobile sites: Impatient users will punish poorly designed mobile sites. 61% are unlikely to return if they had trouble, 40% will visit a competitor’s site while 19% will navigate away from the site.
  6. Track and optimize mobile presence

How does this relate to fundraising? Prospects will donate to their favorite causes from their palms. Good charities that design content for thumbs, not mice will thrive. Simple layouts that highlight  impact will attract prospects. Those who don’t will raise less money.

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