Charity donors seek more engagement, study finds

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By: Wise Marketer Staff |

Posted on January 19, 2007

Both existing and potential charitable donors are looking for in-depth and meaningful engagement with their charity or non-profit organisations of choice, according to research from cause branding consultancy Cone Inc.

When deciding on the cause they want to support, nearly 60% of donors surveyed indicated that they want opportunities to get involved beyond pure monetary donations. Furthermore, trust in the organisation (82%) and measurable community impact (81%) are keys to decision making when determining which cause to support.

Most effective engagement channels
Philanthropic consumers believe that among the most effective ways for a non-profit organisation to reach them is through word of mouth (76%), media coverage (56%) and through companies from which they buy products or services (44%). Perhaps not surprisingly the communication tools least often viewed as being effective were celebrity involvement (14%) and telemarketing (8%).

The survey coincided with Cone's launch of an expanded Cause Branding for Nonprofit service, which offers non-profits an range of customized short-term and long-term marketing strategies, including brand positioning and communications, fundraising initiatives, social awareness campaigns, and corporate partnership development.

Relationships build brands
According to Kristian Darigan, vice president at Cone, "The non-profit landscape is evolving and, with 1.9 million charitable organisations in the United States alone, the competition for philanthropic money is intense. Our survey findings underscore the increasing sophistication of today's donors. Focused on developing ongoing relationships with supporters, non-profits are able to build long-term brand equity and champions for their cause. This, in turn, attracts corporate, public and media support."

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