Estimated reading time: 2 minutes, 40 seconds

Nonprofits need to have a strong mobile web presence in order to achieve the connectivity that their constituents expect of them. When creating a mobile website, a few things stand out as must-haves, including: an optimized donations form, event information and sign-up, social engagement tools and current news.  Below are some recommendations about how these components should be integrated to create the best user experience possible for nonprofit constituents.

1. Optimized Donations Form

People want to donate to the causes that they care about. It is crucial that nonprofits make it simple to donate anytime, anywhere. This means providing an optimized donation form to mobile website visitors.

Donation forms should be:

- Easy to see: having to pinch or pull the screen can be time consuming and lead to abandonment. Content should be optimized so that users can easily read the fonts and click on the links without wrestling with the screen.

- Easy to use: typing information into forms can be a headache, due to tiny mobile phone keyboards, so check boxes and drop down tabs should be included in the form to cut down on typing.

- Easy to find: donation forms should not be buried deep within the mobile site. UR Mobile recommends including a button on every page that will take users directly to the donations form.



Susan G. Komen for the Cure's mobile site, winner of the W3 2011 Best in Show Award, provides a good example of a mobile donation form done right.

2. Event Info and Sign-Up Form

One of the primary ways constituents engage with nonprofits is through events. It's imperative that nonprofits make relevant and updated information about their events available to their mobile constituents. That information will inspire mobile visitors to take action, so the mobile site should make that possible by including easily accessible registration forms as well as geo-location tools for mapping the event's location.

3. Social Engagement Tools

Leveraging social media from their mobile websites is a no-brainer for nonprofits. Constituents want to "like" and "follow" the nonprofits they support; adding Twitter and Facebook widgets to each mobile page can make it easy for them to do this.

Polls are also a great way to engage with constituents on the mobile web. Nonprofits should allow their customers to give feedback about issues that they care about. Polls should also be designed to capture the information that will help the nonprofit to better understand constituents and to engage with constituents at a deeper level.

4. Contact information

Nonprofits, especially those with hotlines, should make it easy for constituents to contact them. Providing an easily accessible, click-to-call phone number can be a huge help to mobile users who need to interact with the nonprofit on a more personal level. Click-to-email and email forms can also be useful and can provide a user experience that makes constituents feel like the nonprofit is personable, accessible and interested in its constituents.

5. Current News (RSS Feed, video, slideshow)

In addition to helping with SEO efforts, mobile news feeds can be a valuable source of information to mobile visitors. Nonprofits should consider including RSS feeds as well as mobile video and slideshows to create a rich user experience that reflects well on their brands.



Last modified on Sunday, 19 May 2013
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