Advance Your Cause Anytime, Anywhere – Why Your Nonprofit Needs a Mobile Engagement Strategy

pointing-at-phone-768x768The use of mobile technology has been rapidly increasing for years now and there’s no sign of it slowing down. In fact, a quick Internet search on the growth of the mobile device market will deliver staggering numbers and predictions.

Some reports claim more people will access the Internet in 2014 from a Smartphone than from a desktop. Other statistics predict mobile devices will outnumber the number of people in the world by the end of next year. And some say that almost 50% of all emails are now read and answered via a mobile device.

No matter the stats, the consensus is clear – mobile technology is the new way of life. And nonprofit organizations looking to remain engaged with constituents must implement, and maintain, a mobile engagement strategy. It’s that simple. Without one, a valuable opportunity to connect with donors is missed.

6 Keys to a Successful Mobile Engagement Strategy

A successful mobile engagement strategy is more than just making sure your website looks good on a Smartphone. While that’s definitely an important component, ideally you want to provide constituents with a window to your organization so they can easily read your blogs, see your emails, check your site for updates, follow you on social media, volunteer for an event and make a donation – all from their mobile device.

Here are six ways to ensure your mobile strategy success:

  1. Keep Content Short – Mobile users have rapid viewing behavior and a small area to view your content, so save the lengthy prose for your personal blog. Whether it’s a website, an email, a blog post or a newsletter, mobile users simply won’t scroll down pages of text on their devices. Use bullet points and lists or highlight important text to deliver your message quickly. Write short, concise headlines to grab readers’ attention and make sure your mobile content has a call-to-action.
  2. Use Social Media – The majority of mobile users subscribe to at least one social media network. They check Facebook when they’re standing in line at the store, read Tweets when they’re waiting for a bus and watch YouTube videos when they’re grabbing a coffee. If your organization isn’t on social media, you’re missing another chance to publicize events, recruit volunteers, share success stories and encourage constituents to increase their involvement.
  3. Implement Mobile-friendly Design – As a general design rule, the more white space the better, especially when it comes to designing content for mobile users. You want your content to be easy to read. Avoid large blocks of text and choose a readable font no smaller than size 12. Make sure any links or buttons are large enough to click on from a mobile screen.
  4. Say Good-bye to Flash-based Content – Used to create rich media content, Flash technology is best viewed on desktops and is not compatible with many mobile devices. Best to avoid Flash altogether.
  5. Consider Responsive Design for Your Website – While some organizations create a separate mobile website, others opt for creating one responsive website which conforms to whatever screen size your reader is using.
  6. Limit the Number and Size of Images – It’s true a picture is worth a thousand words and when readers are viewing any of your content on a desktop, no problem, but too many images or using large files slow down the mobile user’s experience causing frustration, something you want to avoid. Consider including one effective image in emails, blogs or newsletters and make sure to link them back to your website.

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