We Should All Be Such Smart Marketers
The Kaiser Family Foundation has just issued a report on the online marketing of food products to kids. Looking at 77 websites from the likes of M&Ms and PopTarts, the study found that the sites overflow with clever engagement devices, like advergames (73%), sweepstakes (65%), on-demand TV ads (53%) and incentives to buy (38%). On the other hand, only 27% of sites provide information about healthy eating.
These findings are important in substance to nutrition advocates. But there are important lessons here as well for all non-profits who seek to engage their constituencies via the web. Say what you will about the message, you've got to acknowledge the smart online engagement techniques employed by candy and snack food merchants … tactics not limited in their effectiveness to kids … or snacks!
Indeed, Kaiser worries that online marketing, precisely because it can engage its targets so deeply, might be far more worrisome than TV advertising, which so far gets most of the attention from concerned parents and advocates.
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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