Will people donate from their mobile browser?

This is an easy one. The answer is “H*** yes!”. That is, if you let them.

The Christmas appeal of the Norwegian Cancer society was done on our responsive design platform that adapts to all screen sizes. We saw astounding conversion rates, on all devices. Now, conversions were high here all together, but the most important statistic to me, is how little mobiles are behind desktops. And how far ahead tablets are!

Conversion rates overall: 13,5 %. Tablet: 16,67%. Desktop: 14,40%. Mobile: 10,36%

Conversion rates on the Christmas appeal campaign site

What does this tell us?

Looking behind these numbers, you can make some assumptions. For example; we know in the fundraising world, that women 40+ are most likely to donate. This coincides with the group that are likely to use a tablet. Norwegian numbers show that while men are in the majority when it comes to buying/owning an iPad or similar, women are more likely to have it as a preferred device. (Very) oversimplified; men use their laptop – women use their tablet. So given that your most likely group to donate are using tablets – we should let them use that device to donate, don’t you agree?

There are two big lessons here, in my opinion.

Adapt to mobile browsers

For the love of [insert your deity] make sure that your donation pages are adapted to mobile browsers. If mobile browsers are not able to make a donation – look at what you’re missing out on! I mean, it would be ridiculous to tell all those people that you don’t want their money.

Less is more – can you skip some info?

As anyone who has heard me speak knows, I think we sometimes have to make the choice between gathering data, and getting the donor in at all. This is particularly true when you are working with small screens. The proof is quite clear from the Christmas appeal results. We have a very stripped down donation form, only asking for your name, email and donation amount. We can see that the conversion from small screens is higher here, than they are on our regular donation forms where we ask for more information.

To me, the morale is that sometimes it is better to just accept the donation for what it is – a one time donation – if you cannot later “upgrade” them to a better relationship. After all – isn’t it better to get someone to feel so passionate as to donating right now, with the hope of extracting more data later, than to ask for so much data in the first place that you scare them off?

I’d love to hear from others with experience in mobile adapting. What are your findings? 

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2 thoughts on “Will people donate from their mobile browser?

  1. Pingback: Cold-water-challenge raises a heck-load of money: Number bonanza time! | Beate thinks out loud

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