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5 Marketing Tips to Retain Your Mobile Donors

Guest blog by John Killoran

As the process for making mobile donations becomes more and more convenient, your nonprofit may see an uptick in the number of donors craving more interactions via their mobile phones.

Modern supporters are looking to connect with and engage with your nonprofit on the go, which means that your nonprofit needs to come up with a strategy to interact with mobile donors i…

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#@Pay #Guest blog #mobile fundraising

7 Tips to Market Mobile Fundraising to Your Donors

Guest post by Wauker Matthews

Everyone everywhere is talking about what an incredible tool mobile fundraising can be for nonprofits.

Notice how I said, “can be,” not “is”?

That was 100% on purpose.

Mobile fundraising can be great for your nonprofit, if you put in the time and effort it takes to market your campaigns properly.

As with any tool you use, fundraising and otherwise, you only get out…

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#@Pay #Guest blog #mobile fundraising #text-to-give #Wauker Matthews

Why do so many e-commerce companies choose a friction filled checkout process?

Solutions that reduce e-commerce payment friction have existed for several years. Additionally, these solutions have improved over the years and new players have entered the market.

According to research from the Baymard Institute, the average documented online shopping cart abandonment rate is 68.53%. There are many contributing factors as to why the rate is so high. One of the reasons is payment friction, particularly on mobile devices.

As a user of apps and websites on my smartphone, I fully expect the app/website owners to eliminate as much friction to pay them as possible. What that means is a user should only have to enter credit or debit card numbers as a last resort or if they freely choose to. When online shopping began, collecting payment credentials was the norm. Today, it is not necessary. There are numerous secure wallet services an e-commerce and app company can implement for their customers. The following list are among the most well known payment wallet services. Some only work in-app while others work only on the web and some work both in-app and on the web:

@Pay Email & Web Checkout

Amex Express Checkout

Apple Pay

Google Wallet (Android Pay later in 2015)

MasterPass Digital Wallet

PayPal

Visa Checkout

On April 21, 2015, I saw an announcement from Etsy that they added Apple Pay to their iPhone app. That is a smart move. I do not own an iPhone so I downloaded the Android version of their app to my phone just to see if they were already using Google Wallet. They were. The Etsy team has a payments strategy. They incorporated the base OS payment system offered by Apple and Google. This should be the norm and not the exception. Should brands just focus on the OS specific wallet payment solutions Apple Pay and Google Wallet/Android Pay? No. Apple users can reload their Starbucks card with Apple Pay while Android users cannot reload their card with Google Wallet? Is that a wrong strategy? Not really. Why? Starbucks uses Paypal in the Android app. Could Starbucks do a better job? Yes. Recharging my Dunkin' Donuts loyalty card used to be old fashioned (I had to re-enter a snippet of card data for every re-charge). I tended to skip reloading and just go-to Starbucks. Now I can use Google Wallet. It is so much easier than before. The friction is gone and I reload more frequently now. A recent update to the Dunkin' Donuts app added Visa Checkout to the mix. Visa gave me an extra $10 to use their system to reload at Dunkin' so I did. Hopefully both the Dunkin' Donuts and Starbucks teams will add more wallet services to their apps.

Some companies get it and some don't. When I set up Uber and Lyft on my phone, all I had to do was touch the Google Wallet icon to provide my card details. Gett Taxi, a competitor, required me to manually enter all my card data. No thanks. App deleted!

As more app developers realize that payments need to be nearly seamless, the adoption of Apple Pay and Google Wallet/Android Pay will become more widespread. Companies that use the internet to sell, need to realize that their customers want the checkout process to be easier than it is today and as more shopping activity happens on small screens, these payment tools will become more important.

Any app builder who has or is planning to add Apple Pay to their app needs to remember that adding this payment service is not about Apple or Apple Pay, it is about making payments easier for your customers. If you have an Android version of your app, make sure that you have Google Wallet/Android Pay enabled. In fact, you should also have PayPal wherever it's allowed. Reducing the friction of payments for your customers in all modalities, app, mobile web and desktop web, is a benefit to the check-out process. Reducing check-out abandonment is extremely important and wallet services can aid in that endeavor. Educating your customers on these services is also just as important. Newegg, an online retailer of computer hardware and software, has long been an adopter of digital wallets. Why? They are focused on selling. They are not trying to be the cool company who uses the latest "thing" from Apple. How do they excel during the checkout process? They integrate most of the wallet services mentioned above.

SUMMARY

If you sell on the web and/or via an app, you should utilize as many of the mobile wallets as possible. The goal is to sell your products and services with as little friction as possible. The easy way out is to just use Apple Pay on iOS and Google Wallet/Android Pay on Android. The reality is, all the major wallet services need to be used to cover as many of your user base as possible. Additionally, not all wallets work in all environments. The check-out process for most businesses is not designed properly. Solving the payments process with these tools is a great start. Educating your customers about the advantages of the wallet services is important to your success of reducing checkout friction.

EPILOGUE

Why have so many e-commerce companies chosen a friction filled check-out process? I don't know. Payments is only a piece of the friction puzzle. Customer address collection is another friction filled process that I'll write about in a future article.