Jon Stewart vs. Arthur Sulzberger, Jr.
On the HuffingtonPost blog today, Washington insider Marty Kaplan laments the fact that the Network of Spiritual Progressives must buy its way into the NYTimes with an ad costing $154,000 or more. He writes:
“What's odd is the monopoly on elite attention that the prestige press seems still to maintain. You'd think that new technology would by now have created a way for Rabbi Lerner and those who agree with him to get their viewpoint into the media mix, without his having to raise and spend a couple hundred grand.”
I think it's possible that reaching elite eyeballs — the Influentials as Roper calls them — might indeed get even more expensive, not less, as time goes by. Sure, there are more and more media channels out there … you can blog, you can podcast, you can do online video ads, you can bare your soul (or whatever) on YouTube or MySpace. But still, today, if you need to reach the small number of Americans who shape so much of what the rest of us think, you'll need to penetrate a handful of media outlets that aggregate and deliver the Influentials.
The producers and reporters at CNN read what the editors and reporters of the NYT write, who watch what the producers and reporters at CNN broadcast … and around and around it goes.
This won't last forever.
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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