Everybody’s always on their phones. You’ve heard it — or maybe even said it. But beyond being a casual observation (or complaint), the fact that we’re all glued to our devices has real implications for your nonprofit’s fundraising strategy.
According to Moore’s “Charitable Giving By the Numbers” report, produced in partnership with Fundraise Up, Microsoft, and Tiltify, mobile giving is on the rise and shows no signs of slowing down. Let’s unpack the takeaways from the report on how to get mobile giving right.
Smaller screens mean smaller transactions
If you’re not seeing huge donation amounts on mobile, it’s not your donation form — it’s human nature. “The smaller the screen, the smaller the average transaction,” said Salvatore Salpietro, former Chief Community Officer at Fundraise Up. “It’s more and more prevalent, and it’s not going to go anywhere.”
This pattern holds true across industries, from airlines to Amazon to furniture companies like IKEA. “You design your living room on a desktop, but you buy that one lamp on your phone,” he added.
While mobile donation amounts might be more modest, volume makes up for it — and it’s still well worth cultivating relationships with your mobile donors. “Those donors giving on mobile now are the ones who will be giving larger gifts down the road,” advised Salvatore.
What you can do:
- Optimize for ease: Simplify your donation form and reduce clicks — every extra field can cost conversions.
- Embrace mobile-first design: Preview all of your emails and landing pages on mobile before sending.
- Focus on recurring giving: Encourage monthly donations to balance out smaller, one-time gifts.
Empathy is tougher to trigger on mobile
You’ve probably experienced firsthand that having your smartphone in front of your face makes it difficult to have a meaningful conversation (and research backs this up). But, believe it or not, it also disrupts our ability to feel empathy.
“When we’re on our devices, we have less empathy because we’re in our own world,” Salvatore explained. Researchers call it the “mobile mindset.” Basically, because our smartphones are filled with personal apps and photos, they feel like an extension of ourselves. Using them puts us in a self-focused state that makes it harder for us to connect emotionally with others.
This could explain why mobile gift amounts are smaller — after all, people are less inclined to make a sizable donation without a strong connection to your cause.
This doesn’t mean mobile donors are unmotivated or disengaged. It just means nonprofits need to work a little harder to inspire empathy and connection when donors are scrolling on smaller screens.
What you can do:
- Lead with emotion: Use imagery and language that centers people, stories, and impact.
- Highlight immediacy: Donors are more likely to give when they see instant results (for example, “Your $25 today provides clean water for a family this week.”)
- Test different visuals: Try close-up, human-focused photos or short video clips that resonate quickly.
More traffic isn’t always better traffic
An impressive 92% of social media use happens on mobile, so mobile giving and paid social often go hand-in-hand. But, while social ads can drive big spikes in traffic, those visitors aren’t always ready to give.
“Social has your lowest donor intent because they don’t know who you are,” warned Salvatore. “We’re sending more traffic that’s less qualified.”
When nonprofits increase ad spend on social, they inevitably widen the net — reaching people who might not yet feel connected to the cause. That’s not inherently bad, but it’s a reminder that growth in volume doesn’t always mean growth in value.
What you can do:
- Balance acquisition with engagement: Pair your paid donor acquisition campaigns with strategic email nurturing or retargeting to build familiarity and trust.
- Segment mobile audiences: Create distinct landing pages or forms for social traffic that acknowledges your new visitors.
- Track quality (not just quantity): Measure your mobile conversion rates and donor lifetime value, not just clicks.
AI personalization offers a major advantage
Our attention is fleeting, and that’s especially true on mobile. Relevance matters more than ever, and AI can help close that gap. “Personalization and customization make a big difference,” Salvatore said. Personalization helps your mobile donors feel seen and understood, even if you only have a few seconds of their attention.
By using predictive AI to personalize donation forms — like automatically adjusting suggested gift amounts based on donor behavior or context — nonprofits can dramatically boost donations.
What you can do:
- Use personalized ask amounts: Suggest tailored giving levels for each supporter, rather than generic amounts.
- Optimize for convenience: Pair personalization with one-tap payment options like Apple Pay or Google Pay.
Human connection still matters most
We’re living in a digital world — but people still connect with other people. “Dating apps are on the decline,” Salvatore shared. “People are abandoning those for human connection and real-world things.”
It’s an observation nonprofits can learn from, too. Donors might scroll, tap, and transact through screens, but what drives them to give is still deeply human: empathy, belonging, and shared purpose.
That’s why mobile giving needs to be personal and relational. Technology can facilitate the donation, but storytelling and connection are what inspire it.
What you can do:
- Tell human stories: Center your campaigns on real people, names, and faces.
- Leverage peer-to-peer fundraising: Encourage supporters to connect directly with their friends and networks to fundraise on your behalf.
- Show your gratitude: Use personalized thank-you messages or quick mobile videos to remind donors they’re part of something bigger.
Small screens, big opportunities
Mobile giving isn’t a passing trend — it’s a fundamental shift in how people connect with causes. When you design for empathy, ease, and personalization on small screens, the future of giving is quite literally in the palm of your hands.