Whilst apps are currently in vogue and seem an attractive way to target young donors, providing a mobile version of your website with compelling content and an easy-to-use donor process may be more beneficial, says Pete Stevens.

Mobile websites have many benefits for charities wishing to reach out to young donors, who are often harder to find. Research from the Mobile Marketing Association shows that the 18-34 age range represents the primary driver of mobile commerce, with 29 per cent of British consumers in this age group making transactions in one month (September 2010).

And this is clearly a hot topic - Marketing Week recently printed an article citing a study by Cancer Research UK on tactics for targeting young donors, while the New York Times published a piece on the blocks placed on charity apps by Apple's App Store. Here I list my seven top reasons for investing in mobile web as opposed to an app:

1. Cost

Developing a single app is expensive, particularly as each has to be built for the two main Smartphone operating systems - Apple and Android. Additionally the Smartphone operating system (OS) market is constantly innovating and changing at different speeds so continuous investment to keep the app up to speed will be needed.

Mobile browsers are more stable with defined and adopted standards so mobile sites always perform as designed.

2. Phones without apps

Many lower-cost phones have browsers but do not have the capability to install and use apps.

Having a mobile site ensures that users receive your content.

3. Usability

While the user experience and look and feel need to be designed for apps and mobile sites, complex apps need considerable technical skills and specialised hosting.

Because mobile sites can be controlled with the Web Content Management System (CMS) it is easier to manage the user experience. The site can also be hosted on the same server infrastructure as your website. Invariably a mobile site will just utilise different templates from within your CMS.

4. Accessibility

If you have apps for each type of device, you also need to ensure each is accessible.

Accessibility expert, the Shaw Trust has an accreditation system that does not extend to apps but does cover mobile sites.

5. Prescriptive / strict controls on Apps

As referenced in the New York Times article, Apple has banned apps that allow users to make donations being distributed via the Apps Store.

6. Re-designs

Re-designing apps demands launching another version and you cannot just over-write existing versions that are already installed on donors phones. The user must find your app and re-install it to get the new features.

With mobile sites the user always gets the latest version. This also allows designers to tweak your offering and undertake multi-variate testing to hone your conversions and funnels.

7. Search and marketing

When someone is looking for information on a subject a charity offers, they are more likely to search in Google for information, find a relevant site and then be persuaded to donate, than search directly for an app to donate. Mobile sites can also be shared via email and social networks which help them spread virally. Apps cannot be shared in this way.

This article was first published by Pete Stevens on Gossinteractive.com