Return on Attention
I came across a provocative posting by former McKinsey consultant, John Hagel, in which he coins the term: Return on Attention (ROA).
His premise is that marketers must transition from a world of scarce shelf space (i.e., a relatively finite set of media options/channels through which they can “intercept” potential — essentially passive — customers) to a world of scarce attention.
Marketers can no longer simply go down the checklist of channels, from TV to billboards to blogs, and expect that they can successfully impose their message on the hapless consumer. Instead, the marketer must focus on how to establish to the in-control consumer that their marketing message (and ultimately the product or service behind their message) offers the best possible return to the consumer for the attention (i.e., time) the consumer might choose to give it.
Here's how this applies to non-profit marketers.
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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