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This post is written by Susan Scholes, Vice President of Marketing at iModules.

You know there are major advantages to having a mobile optimized website. But did you know that Google has upped the ante with mobile search engine changes? Here are three reasons why a mobile-optimized website is a necessity.

Reason #1: Better SEO on Mobile Searches

In April 2015, Google expanded the use of mobile optimization as a ranking signal. This means if your institution’s website is not mobile optimized, it will return lower in search results performed on mobile devices and consequently, fewer people will find it.
Google’s mobile algorithm update runs real-time on a page-by-page basis, as opposed to running site-wide. This means an entire website does not need to be mobile optimized to benefit. If some web pages are optimized for mobile, they will return higher when searched from a mobile device.

This is helpful for organizations that are not yet mobile-ready because it allows them to prioritize which pages should scale to mobile development first. To do this, an institution can use Google Analytics to determine total mobile traffic, conversions affected by mobile traffic, mobiles effect on institutional goals, and pages landed on via mobile devices.

For more details straight from Google, check out this post.

Reason #2: Higher Donor Engagement

If Google’s new algorithm isn’t convincing enough, a second reason to embrace mobile optimization is it increases a donor’s tendency to engage.

Donors are 34% more likely to donate on responsive websites and nearly 20% of non-profit event registrations occur on mobile devices.

Reason #3: Continued Mobile Growth

Finally, online giving via mobile is projected to keep growing. #GivingTuesday 2014 saw the total number of online transactions increase by 50% over 2013, 17% of which were made on a mobile device. During the same 24 hours, PayPal experienced a 101% increase over 2013 in donations made on mobile devices.

Oklahoma State University completed a mobile optimized website redesign in 2014 resulting in a 6% user increase, 47% of which was on mobile and 4% on tablets. Their bounce rate also dropped from 56% the previous year to 5% once the site was mobile optimized. A high bounce rate can be caused by many different factors, but it’s typically associated with site design or usability issues.


With more than 1.2 billion people accessing the internet on phones and tablets, a mobile optimized website is no longer a nice-to-have. It’s a necessity that’s critical to successfully engaging your constituents and reaching your goals. Don’t get left behind.


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