A couple of years ago, Facebook introduced the donate functional on its platform. There may be few good reasons why nonprofits should consider having it on their Facebook page. There’s also a big reason not to use it as well and I share that reason in this episode.
Will you do me a favor as you begin reading? Go to your church’s website on your mobile device and see how it performs. Is it easy to read? Is it easy to navigate? Is it mobile responsive (do you have to pinch and expand a lot… if so it’s not mobile responsive)? Are you quickly and easily able to find what you are looking for through the mobile site.
Will you do me another favor? Will you go to your Google Analytics account (I hope you have one) and check how much of your traffic is mobile? My guess is that it is around 50%. If it is less than that it’s probably because you don’t have a very good website for mobile and mobile visitors aren’t returning.
The bottom line to this is that your church’s website needs to be “mobile responsive.” That means that it responds to the platform that it’s on whether a desktop, tablet, or desktop to deliver the optimal experience for that device. You likely don’t know how to do that. I don’t know how to do that! Website developers do. If your website is not mobile responsive today you need to make this a top priority and either hire a developer to make it responsive or build you a responsive site or move to a platform like Squarespace or Wix that automatically makes all sites mobile responsive.
Having a mobile responsive website will also optimize your Google ranking and provide so much value to your visitors. Just having a mobile responsive site is not enough though. Your content must be optimized for a mobile user. You don’t want to be too wordy or have too many images that force too much scrolling. You also don’t want to have long forms that people will likely abandon if it requires too much information. Your site should be simple in nature communicating clearly and directly with simple calls to action.
Likely, your visitors are coming to your site for 3 reasons:
To visit your church/attend a service
Watch a sermon
Make a Donation
Test out these 3 things on your mobile device and see how easy it is to get this information/navigate an online donation. If it’s frustrating for you it will be frustrating for others. Take time to visit some other church websites on your mobile and see how they communicate these things and how you might be able to learn from their website layout.
The mobile trend won’t be slowing down anytime soon and you will likely need to begin thinking through how your website functions on a watch or tv as these various technologies and integrations continue to expand the world of mobile.