In April of this year, Google tweaked its search ranking algorithm to boost mobile-friendly websites in its search results. Organizations that have not updated their website recently or have not developed a mobile-friendly website that automatically scales text and photos to appear properly on smartphone and tablet browsers should revisit their web strategy. It may be necessary to re-architect the website if the organization relies heavily on Google to drive website traffic and donor or volunteer engagement.
Historically, not-for-profit organizations have been slow adopters of new technology and services. While some organizations use a website strictly for providing basic information about their mission, locations, board members, and services, more and more organizations are using it to drive fundraising efforts, solicit and manage volunteers, and communicate to partners. With mobile browsing traffic now eclipsing desktop browsing, organizations would be prudent to evaluate their website for improvement opportunities.
Organizations can test whether their website is mobile friendly by using Google’s Mobile Friendly Test located online. If Google evaluates an organization’s website as mobile friendly, then no real further action is necessary. However, if Google determines the website is not mobile friendly, it will provide a list of reasons, such as text being too small or content being wider than the screen. In those situations, an organization will need to engage with its web developers, service providers or outside consultants to adapt or redesign its website for mobile optimization. Further, any organization looking to do any new website work should ensure that a mobile-friendly component is included in any platform purchased or statement of work with outside developers.