Nonprofits need to be where donors are - on the internet
February 07, 2013
In the past, nonprofit organizations relied on events and word-of-mouth buzz to keep existing donors connected and attract new contributors. Times are changing and so are the ways in which people learn about causes that need their support. Smartphone and tablet adoption continues to rise and consumers are more often using these devices to manage their bank accounts and purchases.
At the same time, nonprofits have found that appealing to individuals' love of mobile technology can translate to more successful online fundraising campaigns, garnering millions of dollars in the wake of major events such as Hurricane Katrina and the tsunami in Japan.
The 2012 Nielsen Social Media report revealed that people are spending more time on mobile applications and social media sites. In fact, 20 percent of screen time on PCs is used to check social networks, while that figure rises to 30 percent for mobile devices. Facebook remains the most popular social network, earning 17 percent of survey participants' total time spent on PCs, the study found.
If nonprofits want to engage more consumers and corporations, they might consider developing presences on social networks and mobile websites that allow donors to learn about important programs, the Nonprofit Quarterly reports.