Introducing Web 2.0
Most of you know that Web 2.0 refers to the advent of user-generated content on the internet — podcasts, personal webpages (and more) on sites like MySpace, blogs with all levels of sophistication, and online videos ranging from the sublime to the ridiculous on sites like YouTube.
MySpace (for web-based personal profiles and networking) and YouTube (for presenting home-made videos) are the most notorious sites for facilitating user-generated content. MySpace, with 96 million members, now has more daily visitors than established portals like Yahoo and Google, while YouTube serves up 80 million video viewings a day.
These home-made efforts constitute a sort of democratization of online creativity and entertainment … literally millions of creative individuals expressing themselves outside what have been the traditional entertainment channels where “they” supplied “us” with the content.
WallStreetJournalOnline has compiled a fascinating “New-Media Power List” of some of the most popular entrepreneurs behind these efforts, many of which have crossed the bridge from “sharing with my closest friends” to impressive commercial potential and web superstardom.
Not surprisingly, there's a lot of political expression — both spontaneous and orchestrated, from personal rants to structured campaigns — via the instruments of Web 2.0. For example …
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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