In the next 12 months, more than half of US and Australian nonprofits will enhance their marketing by enabling their websites for mobile browsing, using QR codes to bring attention to their mission and optimizing emails for mobile devices, according to the results of Blackbaud’s annual online 2012 State of the Nonprofit Industry Survey released in October.
Nonprofits are continuing to deal with the fact there is a growing number of people in need, while their resources are not growing fast enough to meet the need. Nonprofits can no longer rely on existing donors to carry their funding; they need to reach new supporters. With the emergence of mobile technology, nonprofits need to incorporate mobile in their fundraising efforts to engage new supporters.
The proportion of total donations received online is still fairly small, according to the report, but the majority of organizations that accept online donations report that the proportion of online giving has increased over the past 12 months. Survey respondents credited the growth in online giving to improved or increased accessibility to their website, efforts to increase public awareness of online donation options, adoption of new software and technologies that make online giving easy to use, and a perceived culture change toward the acceptance of online donations.