One of Five Donors Has Now Given Using Smartphone or Tablet
The use of a mobile device by donors to donate to a charity’s website has jumped by 80 percent since 2013, according to a donor survey commissioned by Dunham+Company and conducted by Campbell Rinker.
Nearly 1 of 5 donors (18 percent) say they’ve used their mobile device to give to a charity’s website, up from just 10 percent two years prior. While the largest jump is among donors under 40 (9 percent in 2013 to 21 percent in 2015), even the oldest donor segment of 60 and older nearly doubled, increasing from 7 percent in 2013 to 13 percent in 2015.
“This study makes clear that the adoption of smart technology by donors has really jumped from 2013, as nearly all donors are using some sort of smart device,” says Rick Dunham, President+CEO of Dunham+Company. “What’s especially telling is that donors are increasingly using their mobile devices to make donations on a charity’s website. This makes it all the more imperative for a charity to have a mobile-responsive website and giving form.”
Our study shows that donations to a charity’s website from donors using a mobile device have almost doubled from 2013 to 2015. Only 10 percent of people donated to a charity through their mobile device in 2013, compared to 18 percent in 2015. Younger donors and Boomers are giving at basically the same rate through a mobile device: Under 40 grew from 9 percent to 21 percent and Boomers grew from 13 percent to 19 percent.
Older users are increasingly using mobile devices to interact with charities online. Boomers’ use of mobile to interact with charities increased from 21 percent to 27%. But those 66 and older made the largest gain, growing from 0 percent in 2013 to 10 percent just two years later.
“The migration from the desktop is not just an under-40 thing,” says Tom Perrault, Vice President Digital Strategies for Dunham+Company. “As this trend continues, nonprofits will quickly reach a tipping point when it comes to the source of their donations.”
The overall uptake of smartphones is significant, according to our study. For example, Boomer smartphone usage is up considerably from 44 percent in 2013 to 78 percent in 2015. This makes them the fastest growing age group. Additionally, Boomers’ adoption of smartphones was twice as fast as the overall growth of smartphone use over the past two years: 62 percent in 2013 to 79 percent in 2015. Overall, the number of donors who do not use a smartphone or tablet has also decreased significantly: 19 percent in 2013 to only 7 percent in 2015.
“There are implications here involving technology, engagement strategies, messaging, and calls-to-action,” observes Perrault. “The way nonprofits think about their systems and communications must adjust to stay in front of this wave.”
The younger you are, the more likely you are to buy a mobile device in the next year, but Boomers have almost caught up to Gen X and Y in purchase frequency. In 2013 only 14 percent of Gen X and Y consumers said they had no plans to purchase a mobile device in the next year. This was cut in half in 2015 to 7 percent. Twenty-eight percent of Boomers had no plans to purchase in 2013, but only 9 percent said the same thing in 2015.
All age groups are increasingly reading publications from charities on mobile. Overall, mobile readership almost doubled from 11 percent in 2013 to 20 percent in 2015. The younger age groups are leading the pack: Under 40 readership doubled from 11 percent to 22 percent. But 40-59 year-olds grew almost as quickly, from 12 percent to 20 percent, and 65+ from 0 percent to 18 percent.