Smartphones have changed the way we communicate as humans on a daily basis and have become an integral part of consumers’ lives, with 90 percent of mobile users keeping their phones with them 100 percent of the time. (imedia connection 2015)
We are now realistically available to marketers through our personal devices at every moment of the day.
charity: water is a nonprofit that provides clean and safe drinking water to people in developing nations. Launched in 2006 by twenty-something Scott Harrison, the NGO has raised more than $100 million dollars through its fundraising website http://mycharitywater.org. The organisations approach to online fundraising is the model of inbound marketing for nonprofits.
Digital Fire was recently approached by a global nonprofit seeking digital marketing solutions for charity fundraising. Being email marketing and digital media specialists, and knowing the potential digital marketing has to drive online donations, we were immediately excited by the prospect. It got our internal research teams reminiscing about the infamous 2012 September campaign launched by charity:water.
More email is read on mobile than on a desktop email client. Stats say 48% of email is now opened on a mobile device Litmus –”Email Analytics” (Jan 2015).
The mobile breakdown is as follows: 49.5 percent of email opens were on a smartphone, 16.8 on a tablet. Of the 66 percent of mobile opens, 58 percent happened on an Apple device; 7 percent were on Android devices. (Q4 2014)
