If the Wall Street Journal Can Contemplate It …
Prompted by a report that the Wall Street Journal is reviewing its distribution options, Scott Donaton muses in Ad Age about the prospect of a major newspaper bowing to the inevitable, abandoning print altogether and going 100% online. Think it will happen? We do.
Moreover, it's a potential transition that every non-profit should consider as you evaluate:
- rising costs of print production & distribution;
- greater comfort with — even preference for — using online resources on the part of your supporters, particularly as younger segments take interest in your work;
- greater impact of communications using images, audio and video to reinforce or deliver the written message;
- rising penetration of broadband, making viewing of media-rich e-newsletters and PDFs faster and more convenient to most supporters;
- greater potential impact with imbedded interactivity features, like “discuss this,” “forward to a friend,” “get more info here,” “act now” and so forth.
If you hold the “publishing portfolio” at your non-profit, and you're not at least pondering print vs. digital trade-offs, you oughta be fired!
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