Young donors access non-profit sites via Smartphones

To reach people in their 20s and early 30s, the most important thing nonprofits can do is to make sure their Web sites are easy to read on a mobile device and not overly cluttered, says a survey of more than 6,500 young people released today.

About 65 percent of respondents said they liked to learn about a nonprofit through its Web site, compared with 55 percent who said they turned to social networks, e-mail newsletters (47 percent), print (18 percent), and face-to-face conversations (17 percent).

When young adults turn to a Web site, the “about us” section draws their attention most. Nearly nine in 10 young people said that’s where they go to seek information, according to the survey, conducted by two consulting companies, Achieve and Johnson, Grossnickle, and Associates.

Other information young people want on a Web site:
• 43 percent said they look for proof about the ways their donations make a difference.
• 41 percent seek volunteer opportunities.
• 41 percent look for an events calendar.
• 30 percent gravitate to videos and photos.

Beyond the information on a Web site, young people also scrutinize the design. “Even if you are a small, scrappy nonprofit, your Web site should look professional,” said one young person quoted anonymously in a report on the survey results. “I judge the character of the organization with its presence on the Web.”

Among the study’s other findings:
• Two-thirds of young people said they interacted with a nonprofit on Facebook, and 92 percent of those respondents “liked” at least one nonprofit’s Facebook page. Three-fourths of people said they would be willing to share an interesting nonprofit event on Facebook.
• About 28 percent of young people said they have interacted with a nonprofit on Twitter. Focus-group members said Twitter is especially useful when nonprofit leaders have their own personal accounts and share their views.

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