Weekly Quiz #5
We all want to be popular. We want our causes, charities and organizations to be popular. So, how popular is yours … especially compared to your competition?
One fascinating measure can be provided by Google, with a tool comparing the frequency of use of any given search term — including the name of an organization — against any other given search term. You can see the results in various time frames, as well as by country/region.
Not exactly scientific brand awareness research, but fun nonetheless for rough comparison purposes. Our Quiz: Who do you think wins these various face-offs?
- Sierra Club vs. Greenpeace vs. World Wildlife Fund?
- Harvard vs. Yale vs. Stanford?
- ACLU vs. Amnesty International?
- Cleveland Clinic vs. Mayo Clinic vs. Johns Hopkins Hospital?
- Habitat for Humanity vs. UNICEF vs. American Red Cross?
- George Bush vs. Hillary Clinton vs. Bill Clinton vs. Al Gore?
Or, customize this “quiz” for yourself. Be honest. Can you resist putting your own organization into a few face-offs?!
Try a few. Have fun!
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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