Politics Of Online Ad Targeting
If you’re in the biz of targeting online ads for member acquisition, fundraising or issue persuasion, here are two articles that illustrate the data-driven capabilities that exist.
The first deals mainly with the Republican Party’s use of voter registration data to help target GOTV ads into the Yahoo, AOL and MSN ad networks.
The second describes Resonate, an online ad network targeting capability that points messages at netizens based upon their issue preferences. At this report there were about 500 websites in the network, with aspirations for 2,500. This tool, aimed more at legislative advocacy, has backing from both sides of the political aisle.
Ideas here for nonprofit fundraisers and communicators.
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 […]
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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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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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