Reading Room recently looked at the web activities of 30 major UK charities and discovered that only a few are using the mobile web or mobile apps to communicate with their donors.
It is a surprising fact that when more than 72% of people in the UK own a smartphone, only 37% of charities offer a mobile optimised website.
This represents a significant missed opportunity for charities as mobile offers them new ways to fundraise and receive donations. Charities should use mobile to cater for ‘impulse donations’ – those moments when individuals feel inspired to give because of something they’ve seen, such as a poster on their commute to work.
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