Attention major gift crowd: what’s your mobile strategy? According to this BBC World News study, you need one.
The BBC World News and BBC.com study surveyed 6,000 smartphone owners from the US, Australia, Germany, Hong Kong, India, and Sweden and found that:
- 39 percent of affluent individuals access their smartphone at least once per hour (18 percent higher than the general population).
- Affluent smartphone users are 18 percent more likely to share their location than the general population.
- Affluent smartphone users are 4 times more influenced by mobile ads than they are by desktop ads.
For quite some time, we at BWF_social have been suggesting clients look at online as a major gift tool, in addition to something to strengthen the annual fund. Additional studies tell us that online-acquired donors give larger gifts, give more of their lifetimes, and have greater capacity to give. That established data combined with this most recent smartphone study and it’s clear – no major gift program is as effective as it could be it doesn’t use online and social media for lead generation and stewardship (at a minimum).
And really, this mobile news should come as no surprise. Click here for a 23-year-old Radio Shack ad that shows just how powerful of an all-in-one tool our smartphones have become…
Pretty amazing, isn’t it? Now get to work on a strategy that leverages these amazing tools!
Justin Ware is the Director of Interactive Communication at Bentz Whaley Flessner where he helps nonprofit clients build comprehensive online and social media fundraising strategies.