Online Marketing – Theory & Practice
Today we're offering two kinds of nourishment.
For those who'd like to learn by reflection, in this case on the changing nature of the digital marketing environment — diminishing impact of traditional media, proliferation of consumer-generated media, new communications gadgets, enormous challenges to measuring media effectiveness, and other mega-trends — we point you to this series of articles by Max Kalehoff.
Max is a thoughtful observer of marketing trends at Nielsen BuzzMetrics. His insights on consumer engagement, using mountains of consumer-generated digital data, and new marketing metrics are just as relevant to cause marketers as they are to the commercial world.
Those who prefer to learn by example can cut to the chase and see the “latest and greatest” of online marketing in the political and cause arena, check out the 2007 “Golden Dot Awards” just announced by George Washington U's Institute for Politics, Democracy and the Internet.
Award categories include best online political campaigning, best websites for candidates and issue advocacy campaigns (the latter won by The Great American Condom Campaign), best political and issue advocacy blogs (the latter won by Sourcewatch.org), best online viral campaign, and several others.
Good food for thought, whatever your learning style.
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