The Media Environment For Marketing
Anyone in the marketing biz, and that certainly includes fundraisers, needs to be mindful of the evolving media environment in which consumers seek and use information.
BI Intelligence offers this excellent and very comprehensive slide presentation on the state of the internet, including its relationship to other media. What will probably be of most interest to Agitator readers are the content and usage slides, although if the media biz itself fascinates you, there’s plenty of intriguing info here.
Perhaps most relevant to fundraisers is the exploding use of mobile.
Mobile now accounts for 12% of global internet traffic and is scaling much faster than desktop access. Smartphone sales have overtaken computer sales and will now rocket ahead. In G-20 countries collectively, there are about five times more mobile broadband connections than fixed connections.
PayPal’s mobile payments are shooting up … now about $4 billion. Is your nonprofit mobile-friendly?
It doesn’t take long to scan through this deck, but I’ll bet ore than one slide will slow you down and get you thinking.
Tom
P.S. Thanks to Mogul’s Matt Miller for the pointer.
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