Targeting Your Audience
Here are three excellent examples of melding content/message, style and medium to reach a very specific audience.
Our first audience is a big one — the 50 million people in the US with some form of physical or mental disability. Targeting them is Disaboom.com, a website combining the social-networking features of sites like Facebook with information specially tailored to the constituency … not just medical news, but everyday lifestyle advice on careers, dating, and travel. As reported in the NY Times, it's already attracted advertisers like Ford, Johnson & Johnson, Avis and Netflix, and has established co-promotional ties with the American Association of People With Disabilities.
Meantime, as reported by Online Media Daily (might need to sign-in), The Humane Society of the US has launched an interactive campaign on There.com (must “join” to explore) aiming to take the fight against animal cruelty to the 20-to-30-year-old market. A real-life issue enters the virtual world. You can purchase HSUS merchandise for your avatar, or the real you!
Lastly, from the commercial world, here is new about-to-become classic. Axe body spray aims squarely at hormone-driven young men with “you too can attract women” commercials on MTV and Comedy Central to drive deodorant sales. To add to the buzz via online viral marketing, they've posted a faux “news report” on their Naughty to Nice Program for Wayward Girls on YouTube. Think what you might, these folks know their audience. Here's the video with some background from MarketingProfs.
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 […]
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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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