Digital Marketing Guide
Nonprofit fundraisers and communicators: Are you committing enough mind share and resources to digital media?
Here are two useful info resources as you think about it.
First, a terrific compendium of digital marketing data prepared by Ad Age. Has all the factoids you'll need for reports and planning on braving the world of blogs, social networks, online advertising and targeting.
Think about how these stats might influence your plans on how to use your nonprofit's (probably still meager) online budget:
- Blogmania? 68% of US adults have never read a blog, or don't know what one is. Another 20% read blogs “seldom.”
- Social networks booming. MySpace traffic up 72% in FEB 07 over FEB 06; Facebook up 59%. Surprisingly, 52% of MySpace visitors over age-34.
- Broadband penetration. 48% of US population.
- Online purchases. $234 billion projected for 2007 (travel purchases still dominate), and 34% of US adult internet users have bought online.
- Tracking the news. 40% of US adult internet users obtain news/current events info online.
- Online video. Only 11% of US adult internet users watched video online in 2006, but this figure is up 124% over previous year. Of those watching, 40% watch news stories, the top viewing category.
- Online searching. There were 6.9 billion searches in the month of JAN 07, with 48% of these via Google
- Email marketing. $1.6 billion in projected 2007 spending.
Great factbook to have on file … and use.
And from the Pew Internet Project, here's a ten-segment typology of the folks using information and communications technology today, ranging from the 8% of American adults who are Omnivores to the 15% who are Off the Network. As usual, Pew has come up with a fascinating treasury of data on the digital activities of Americans, the gadgets they own, as well as their attitudes about this new-fangled stuff.
Pew also offers a quiz for you to self-categorize yourself. Try it.
Roger & Tom
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer