Visitors using desktop browsers are 75% more likely to convert to donations than visitors who arrive via mobile devices, but according to Classy’s 2020 State of Modern Philanthropy report, mobile is the It accounts for 60% of campaign visitors.
The third annual report primarily analyzed over 40,000 active campaigns from approximately 4,500 non-profit organizations from October 1, 2018 to September 30, 2019, with a total of 6.4 million donations of which 2.8 million were regular donations.
According to the report, 70% of visits to donation pages lasted between 0 and 59 seconds. Only 11% of these visits were converted to donors. Increased time on site correlated dramatically with conversion rates. If the donation page kept the visitor for her 2-3 minutes, the conversion rate quadrupled hers to 44%. The lift peaked between 4:00 and 4:59 (63%) and 5:00 and 5:59 (62%), but visits between 2 and 6 minutes accounted for only 11% of the total. Total visits.
In this report, we examined the seasonality of donor behavior. For the entire calendar year 2019, December accounted for his 27% of all donations. There was a notable difference in GivingTuesday’s timing. His GivingTuesday in 2019 was his December 3rd, so his total giving in November decreased from 11% to 8% year over year (GivingTuesday 2020 is his December 1st).
January, February, and July were the months with the fewest donations in 2019, each accounting for 5% of the annual total. September (9%) was his most important month except December.
According to the report, social media accounts for 50% of all mobile traffic to Classy sites, but only 11% of all traffic to traditional donation pages. However, 57% of all peer-to-peer traffic and 52% of traffic to donation page registrations came from social media. Only 19% of desktop traffic comes from social media.
The full 34-page report can be downloaded here.