Estimated reading time: 2 minutes, 16 seconds

mobile donateIn 2017, social fundraising on GoFundMe resulted in over 1 billion visits from over 491 million users, which translates to over 31 visits per second. This vast amount of data allowed us to create the Social fundraising data report for nonprofits, a first of its kind deep dive into data generated by GoFundMe campaign data, donation data, and social sharing data in order to help nonprofits better understand and use social fundraising.

The report was broken up into three key parts: social fundraising and device trends, social fundraising donor insights, and the dollar value of social fundraising and sharing.

Social fundraising and device trends
There’s a large and increasing portion of social fundraising traffic on GoFundMe occurring on mobile devices. In 2017, 79% of traffic was on a mobile device, an 11% relative increase compared to 2015.

In 2017, the proportion of donations occuring on a mobile device was 62%, compared to 38% made on a desktop.

When compared to visits, desktop traffic has a better donation conversion rate. Donation conversion is defined as the percent of visitors to a fundraiser page who go on to make a donation to that campaign. While desktop traffic is much smaller portion of traffic than mobile, desktop donors are more likely to make a donation. Similar to our observations of conversion rates, the e-commerce industry also observers that the conversion rate on mobile browsers is about half the conversion rate on desktop.

Advice for nonprofits
Mobile will increasingly be where nonprofits need to engage their donors, fundraisers, and supporters. By engagement, we mean supporters should be able to use their mobile phones to get all of the information they would need to make an informed decision on if they want to support your nonprofit. Supporters have shown that they like to do research on their mobile phones but may later on, at their desktop, engage in a transaction or start a fundraiser.

When you’re optimized for mobile traffic, you’re able to nurture current and potential supporters in order to lead them down the path to engagement. If your nonprofit is currently relying heavily on offline donations or desktop-only donations, a move to mobile as a focus is increasingly important.

In addition, we see the accelerating adoption and integration of mobile-device-friendly payments and a major step to improving mobile donation conversion. It’s not just thinking mobile first, it’s starting to adopt the thought process of mobile only - web pages, payments, emails, ads, etc.

Get the full data report
Download the full Social fundraising data report for nonprofits to gain even more knowledge and understanding about how social fundraising can be used at your nonprofit. In the report we dig deeper into mobile device trends, donor demographics, and the real dollar value placed on social fundraising. Last modified on Monday, 14 May 2018
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