Mobile Enabled Charity Websites Increasingly Important

A recent US survey of more than 6,500 young people in their 20s and 30s has highlighted the importance of having a website that works well on mobile devices.

77% of survey respondents owned a smartphone and of those 80% had used a phone to connect with a non profit either by reading emails or e-newsletters or otherwise getting updates e.g. via social media.

Websites remain the first and preferred way for younger people to learn about an organisation. 65% said they preferred to learn about a charity from its website with 89% saying that they first went to a page that described the mission of the organisation e.g. an "about us" page.  

The high degree of mobile interaction with charities demonstrates that having a mobile strategy - beyond simple texting - is becoming increasingly important with web enabled websites now considered pretty essential.  

Focus groups also found:

  • that people preferred sites that limited options to the most important content

  • that mobile sites must make it easy to click on the address or phone number from the home page (for example to make a call or get directions)

  • that whilst young people enjoyed mobile apps they didn't feel they were necessary for individual non profits

  • that most respondents would prefer not to receive texts or calls from charities as this should be reserved for more personal forms of communication

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