Mary Meeker presented the 2013 Internet Trends report during
the All Things Digital D11 conference. Meeker’s report is consistently a
treasure trove of data, trends and opportunities within the digital world. This
type of insight is incredibly useful for nonprofit fundraisers as we navigate
how to effectively engage and inspire supporters in a rapidly changing online
landscape.
The entire report is worth a look, but here are a few especially important
points for nonprofits:
Mobile usage continues to explode.
If you’re wondering
whether mobile is important for your cause, consider this: there are now 1.5B
smartphone subscribers. Plus, mobile traffic is projected to maintain its
current rate of growth if not accelerate. To drive this point home, Meeker also
reveals that smartphone users, on average, reach for their devices around 150
times per day. Wow!
Takeaway: It’s critical for your cause to be mobile friendly. Make
it easy for constituents and supporters to find, interact and give to you via
smartphones.
Rich content is ramping up.
Digital photos, video and
audio are becoming easier to create, refine and share. To effectively compete
for attention in crowded inboxes, social streams or browsing sessions, stand out
with original content that embodies your message.
Takeaway: Incorporate multimedia formats in your online outreach to
illustrate your impact, attract new donors and retain existing supporters.
Sharing and connecting diversify.
Social media platforms
are still on the rise with sites like Pinterest, Instagram and Tumblr showing
significant growth. Though Facebook was the only platform in the report to see a
drop in usage from 2011 to 2012, it still sees the lion’s share of usage.
Takeaway: Leverage social media to provide supporters another way to
forge relationships with your cause and empower them to share your message with
their networks.
We live in an age of unprecedented “findability”.
With
such easy access to massive amounts of information online, it’s nearly
impossible not to have full transparency—whether that’s coming from your
organization or those talking about you.
Takeaway: Understand what is being said about your cause online.
What do readers find when they search for you? It is critical to take the lead
in being open about your organization to build trust and loyalty.
Other fascinating tidbits include emerging devices and formats that could
prove to be powerful tools for nonprofit storytelling, fundraising events and
reporting impact.
• Tablets are showing more rapid growth than smartphones; they may also
become the predominant type of large-screen computing devices.
• Short-form
and temporary content sharing (think Vine and Snapchat) are also seeing rapid
adoption rates.
• Wearable technology and other connected devices—such as
Google glass, smart watches and activity trackers—are poised to transform how we
interact with all of the information available to us online.
You can view the full presentation via the KPCB website.
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