Twittering Away
Pew Internet Research has reported some interesting new data on Twitter usage, which triggered this set of commenting articles … worthwhile reading.
Bottomline: 8% of online Americans say they’ve used Twitter. But 41% say they ‘hardly ever’ use their account.
For more sense of proportion, Twitter’s 15 million users compare to Facebook’s 151 million unique US users.
And finally, to put Facebook in perspective, it delivers one-fifth the monthly audience of CBS Television Network, according to this analysis. Here it’s noted that in October Facebook’s 151 million US users stayed on the site 42 billion minutes, while CBS’ 240 million October viewers watched 210 billion minutes.
But consider ‘stayed on’ Facebook versus ‘watched’ CBS. The former involves active engagement; the latter is essentially passive.
Yes, the comparative numbers are interesting. So CBS might win a marketer’s nod for building brand awareness. But increasingly marketers are looking for quality interaction with customers and potential customers.
Choice of media always comes down to what are you trying to accomplish with what audience.
That said, not many nonprofits will have a chance to tell their story on CBS anytime soon (unless you have a fantastic PR staff and an even better story!). But any nonprofit can deliver its story online!
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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