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Nonprofit Leaders 3min read

When Bouncing Isn’t Fun: Mobile Giving

When you think of bouncing, you likely think of fun things like basketballs or jumping on a trampoline. But when it comes to mobile giving, bouncing isn’t such a wonderful thing.

Mobile Giving Abandonment Issues

On the internet, bouncing means something completely different from the dictionary definition you know and love. Instead of referring to the dribbling of a ball or the act of jumping on a spring-like surface, bouncing refers to how quickly someone leaves a website. If a large number of people give up and leave a website almost immediately, that site will have a high bounce rate. This means that something about that web page is driving people away before they further explore the site or complete their task.

For nonprofit organizations attempting to fundraise online, bouncing can become a huge problem. For example, an executive from the American Cancer Society recently announced that 70% of those who started the giving process online would then abandon it before completing their donation. What steps can your nonprofit take to avoid missing out on donations due to a high bounce rate?

Keep It Simple, Sally

In the mobile giving world, high abandonment rates stem from complicated giving methods. If an organization’s mobile giving option involves filling out complicated web forms, memorizing text message codes, or waiting for mobile websites to load, potential supporters will be more likely to give up before processing their donation.

You want your donors to stick around and finish giving to your cause. The best way to make sure that happens is to keep the process as simple and effortless as possible. Avoid forcing donors to fill out long forms. Avoid using text codes that are difficult to remember. Make sure your mobile website loads quickly and is easy to maneuver.

Better yet, use a mobile giving app instead.

Mobile Giving Apps To The Rescue

With mobile giving apps, complicated forms, slow-loading websites, and code numbers are no longer a deterrent for your donors. Instead of taking the time to fill out a form that may or may not actually load in a reasonable amount of time, your supporters can simply locate your organization in the app, make a few taps on their smartphone screen, and complete their donation. The giving process now takes mere seconds, as opposed to several minutes — or longer.

When giving to your organization becomes this quick and painless, bouncing will no longer be a threat to your fundraising efforts. You can focus your attention back on the more fun forms of bouncing, and leave the negative side of internet bounce rates far behind you.

About the Author

Allison has a passion for charitable giving and believes that small acts of kindness can make the world a better place. She uses her web content and social media expertise to guide churches and nonprofits through the mobile fundraising process.

Allison Weaver