The percentage of nonprofit website traffic that comes from mobile devices

Why do 57% of nonprofit website visitors use mobile but generate only 25% of donations?

This gap reveals a critical fundraising challenge. The average gift by mobile users is $79, while desktop users give an average of $118. Mobile visitors are engaged and interested, but something in the donation experience is preventing them from completing gifts at the same rate and value as desktop users.

Why it matters

The mobile-desktop revenue gap isn't a mystery. Many nonprofits still treat mobile as an afterthought, missing massive untapped potential.

Younger donors especially expect seamless mobile experiences, and poor mobile experiences don't just lose single gifts — they lose donors entirely. Frustrated mobile users are unlikely to return via desktop later, making mobile optimization critical for long-term donor acquisition and retention.

The opportunity is clear: close the gap between mobile traffic and mobile revenue, and you unlock a significant growth channel without increasing marketing spend.

Do this

1. Audit your mobile donation flow ruthlessly. Test every step from discovery to completion on actual mobile devices. If your forms require scrolling, zooming, or multiple page loads, you're losing donors at each friction point.
2. Implement one-tap payment options like Apple Pay, Google Pay, and digital wallets to reduce the steps between donor intent and completed gift — mobile users expect the same seamless checkout experience they get everywhere else online.
3. Optimize donation amounts for mobile behavior. Since mobile users give smaller average gifts, adjust your suggested donation arrays and make recurring giving the prominent option to maximize mobile donor lifetime value.