Broken Models
For example, per the NY Times, AOL has indicated it will soon abandon the iconic pay subscription model that successfully introduced millions of Americans to the online universe, and which still earns it billions per year. Instead, AOL is opting to build its future business around free (i.e., advertiser-supported) content and value-added online tools and services.
Meantime, the Economist is declaring that “the Wanamaker era” of advertising is dying (as the infamous Wanamaker line goes: “Half the money I spend on advertising is wasted. I just don't know which half.”). Classic mass advertising is yielding quickly now to the vastly more powerful targeting ability and interactivity of the internet as a marketing medium.
And even within the online world itself, crucial shifts are occurring. For example, search engines are effectively becoming our browsers. Netizens increasing use “Search” instead of bookmarks to locate even the web locations they visit with frequency, like Amazon. They search for “environment” or “Arctic Refuge” instead of finding and clicking on their “Sierra Club” bookmark. “So?” you ask.
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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