The Nonprofit Marketing Blog

3 Keys to Making Your Nonprofit Website Mobile Optimized

If you’ve ever accessed the Internet from a smartphone, chances are good that you’ve had the unpleasant experience of trying to navigate a website full of tiny text and miniscule links. Unfortunately, if your nonprofit hasn’t yet optimized its website for smartphones, you could also be frustrating potential donors, volunteers, and supporters.

Why should your nonprofit care about going mobile?

Make Your Nonprofit Website Mobile Optimized

         Credit: infocux Technologies

Communication that leads supporters to your website is important for connecting with your donors. As of June 2013, mobile web visits accounted for an estimated 34.3% of all U.S. Internet traffic, and it’s predicted to surpass non-mobile web traffic by 2014. Despite these statistics, over 60% of the top 100 nonprofit organizations in the United States have failed to adopt any sort of mobile strategy. If you’re one of those groups, don’t worry! Here are the three keys to getting started:

1. Know your audience and define your goals.

  • Know your audience. Do you know who makes up your core group of supporters? Get a better idea of who is visiting your site and where they are coming from by setting up Google Analytics. Analyze the data to see if mobile visitors are coming to your site via social media, searching for your website, clicking an email link, or clicking on an ad.
  • Define your goals. Once you’ve figured out who your audience is, say what it is you want from your supporters, such as donating time or money. Having all of this information spelled out will allow you to make informed choices when designing an effective mobile strategy for your nonprofit organization.

2. Choose the right method to become mobile-friendly.

There are three different ways your organization can become mobile-friendly: optimize specific pieces of your nonprofit website, optimize the entire website, or create a responsive design that automatically adapts content to a mobile device.

  • Optimizing specific pieces of your website means redesigning for smartphones only those parts of your site that experience a lot of mobile traffic. This is a great way for a smaller nonprofit to make it easy for mobile supporters to take action without having to optimize an entire website.
  • Optimizing the entire website involves creating an entirely separate mobile version of your desktop site. This lets you create a website that is consistently optimized for mobile users and adjust how much content you want your supporters to access.
  • Creating a responsive design involves maintaining just one website that can automatically resize and rearrange content for smartphones. This method has become increasingly popular because it allows an organization to avoid creating and maintaining an entirely new website, as well as saving additional development costs.

3. Make your content mobile-friendly.Once you’ve determined your core audience and picked a type of mobile optimization, it’s time to revisit your content. Does everything on your nonprofit website encourage a visitor to take action? Like your homepage, your mobile website should clearly explain your mission, show how donations will make an impact, and provide a painless way to donate via a smartphone. You should also:

  • Display an appealing image and a short explanation of your organization’s mission statement.
  • Make sure you have an “About Us” tab in your mobile website’s navigation bar so that visitors who initially land on a subpage on your website can quickly and easily learn more about your organization.
  • Keep paragraphs short and succinct, consider condensing information into bullet-point format, and make sure your font is large and easy to read.
  • Prominently display testimonials from benefactors and volunteers.
  • Make it easy to donate straight from a smartphone by setting up an online donation page that has mobile optimization, such as DonateNow.

Johann Beishline is the Director of Search Marketing at Foresold, a market leader in paid advertising management and search engine marketing. 

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Linda Lombardi
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