Blackbaud published its annual Charitable Giving Report on February 2, 2016, featuring how nonprofit fundraising performed in 2015. The report reveals some important online mobile giving trends, that made me pay attention.
“We are now past the mobile tipping point when it comes to digital giving. Consumer behavior and donor behavior are inextricably linked as we move into the future of giving. Nonprofits must continue to invest and perfect how they engage donors using the right channel on the right device at the right time.” Blackbaud 2015 Charitable Giving Report
Key findings from the Report include:
- Overall giving grew approximately 1.6% in 2015
- Online giving grew 9.2% in 2015 compared to 2014
- Online donations were 7.1% of all fundraising in 2015
- #GivingTuesday online donations were up 52% in 2015
- Nearly 14% of online donations were made on a mobile device in 2015
That last item is what really got my attention. We’ve always known that giving on mobile devices would increase, and this is a clarion call for making sure that all your organization’s fundraising emails and your donation pages are fully responsive for screens of all sizes.
The report discusses a variety of other key mobile trends:
- “Blackbaud has expanded its research into digital giving trends by measuring the growth of mobile giving. In 2015, Blackbaud measured online donations made on mobile devices for more than 1,190 nonprofit organizations. Nearly 14% of all online donations in 2015 were made using a mobile device.”
- “The data shows that 43% of mobile transactions are made on an iPad, 42% using an iPhone, 14% on Android devices, and less than 1% using other devices, like Blackberry and Windows Phone.”
- “Online transactions made on a mobile device peaked at 17.1% in May 2015 with rates dropping slightly during end-of-year giving. This trend should be expected as overall online transaction volumes increase significantly at year-end.”