Online fundraising may require different design strategies to get donors to give

Research demonstrate that by explicitly highlighting the needs of others, charities can overcome what we call the “mobile giving gap” and help raise more money from smartphone users.

Most charities aren’t tailoring their online fundraising strategies to the electronic device donors may use when deciding whether to click a “donate” button. That’s what our marketing research team determined when we reviewed the donation pages of every nonprofit on the Forbes Top 100 Charities list.