4. Limit Your “About Us” Content to One Page
Create one page that summarizes your “About Us” content. This is
where you give shortened versions of your history, your programs, and
important milestones you have achieved. You can have three or four small
photos on this page to give it some color and make it more interesting,
but in general, people are not interested in reading Web 1.0 content on
a mobile website.
5. Link to Your Social Networking Profiles
This is a big one! Link to your Facebook Page, Twitter Profile,
YouTube Channel, Flickr Photostream, etc. This allows your mobile
visitors to like, follow, and subscribe easily, as well as browse status
updates, tweets, and your most recent videos and photos. Download small
social media icons and work them into the design so that they are
visible on every page of your mobile website. Ideally, they should be
featured at the top of your mobile website, since a lot of scrolling is
required to view the bottom of pages on your mobile website. Also, be
sure to link to your Facebook Places and Foursquare Pages for easy
check-ins and participation.
6. Feature Group Text Alerts and E-newsletter “Subscribe” Functionality
Good online fundraisers know that you must build your lists at every
opportunity. Be sure to feature the ability to subscribe to your
e-newsletter and group text campaigns on every page of your mobile
website. This can either be worked into the navigation of your mobile
website or added to the “Take Action” or “Get Involved” page. There are
also e-newsletter and text icons available through most icon portals,
like IconsPedia.com and IconDock.com, that can be placed next to your
social networking icons. The number of people who regularly check their
e-mail on mobile devices is rising steadily, so subscribing to an
e-newsletter on a mobile website is definitely within the realm of
possibility.
7. Feature a “Donate Now” Page That Is Optimized for Mobile Use
It’s highly unlikely that a donor will take the time and effort to
fill out a donation form that is formatted for desktop viewing. Until
online giving portals offer mobile “Donate Now” pages in addition to
desktop “Donate Now” pages, you will have to hard-code this page or use
PayPal or Google Checkout. It’s likely that many vendors will begin to
offer “Donate Now” pages and other tools optimized for mobile browsing
in the coming years. As more become available, these will become easier
and more affordable.
8. Feature “Text-to-Give Now” Functionality, if Applicable
If your nonprofit is utilizing text-to-give technology, you should
include “Text-to-Give Now” mobile pages that allow donors to simply
enter their phone number to make a donation. You will have to either
hard-code this page yourself or use a text-to-give vendor that offers
the service.
9. Feature E-advocacy Campaigns
Signing petitions and participating in e-mail action alerts on mobile
websites has a bright future. Currently, they have to be hard-coded,
but it’s just a matter of time until services like Change.org and Care2
offer mobile optimized advocacy tools. It’s also likely that new vendors
specializing in mobile e-advocacy will be launched in the coming years,
as well as Convio, Blackbaud, and Democracy In Action building upon the
e-advocacy services that they already offer. When these tools become
available and affordable, you’ll want to feature your e-advocacy
campaigns on your mobile website so that people can easily “Take
Action.” This is a trend to monitor closely. A Canadian nonprofit called
the Big Wild pioneered mobile e-advocacy through the use of a QR code.
After people scanned the code, they were sent to a mobile petition to
“Keep the Restigouche Watershed Wild” that could be easily signed and
sent to government officials.
10. Incorporate Video into Your Mobile Website
Like all things mobile, mobile video consumption is soaring. That
said, take screenshots of your best videos and incorporate them into
your “About Us” or “Get Involved” page on your mobile website. They
should be shrunk to 320 pixels in width and link directly to the mobile
version of the video on YouTube.
11. Promote Your Mobile Website in Print Materials, on Your Website and Your Blog, and in Your Social Networking Communities
As with any other Web-based campaign, you need to promote your mobile
website. Write a short blurb about your new mobile website and ask
supporters to “Bookmark Your Mobile Browser!” Publish the blurb in your
print newsletter, link to it on your website and on your blog, and
mention it to your social networking communities. Initially, most of
your mobile website traffic will come from links in text alerts and QR
codes, but as mobile browsing continues to soar, much of it will come
across your mobile website the old-fashioned way—through Google, Bing,
Yahoo!, Opera Mini, and Safari searches conducted on smartphones.