How do you think donors describe fundraising channels and the ‘personalities’ and attributes of each medium? During fundraising campaigns, do they act differently in response to a charity message when its delivered via different media? Can a channel have an impact on whether someone gives consent to a charity?
To answer these questions, The Institute of Fundraising have teamed up with us to produce Fundraising Media DNA 2016/17, a tracker survey which looks at genetic make-up of ten key communication channels. We examine the following three key areas to provide insight about the relative strengths and advantages of each channel
- Profile – The people engaging with each channel
- Personality – What are the attributes associated with each channel
- Action – How people are likely to respond or act further as a result of the communication
After successfully launching Fundraising Media DNA last year, we’re back with more new insight and two additional channels: Press and Inserts!