Are mobile devices impacting your planned giving marketing plans?

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Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

Phyllis Freedman’s recent blog post pointed out that many nonprofit’s websites do not work on mobile devices.  I knew she was right.  But so what?  Does it matter?

That led me to take a look at some of the websites we developed for our clients.  I reviewed a few and gathered the Google Analytics data from a total of 2,066 planned giving site visitors in the past two months.  Now, keep in mind that a lot of our clients go with our recommendations.  That means that we drive a lot of folks to their planned giving websites using digital marketing (such as emails).  So I think our results are a bit skewed.  In any case, here’s what I found:

  • 12.83% of the visitors used mobile devices
  • Most of the mobile devices were either iPhones or iPads



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