This year’s Institute of Fundraising/fast.MAP Fundraising Media DNA report has revealed that different methods of communication work for different demographics.
Almost 3,000 donors and more than 100 fundraisers have been interviewed as part of the research. These responses have been aggregated to build an index where the average score provides a benchmark against which performance can be measured.
Key findings from the study include:
- Email – donors aged 55+ strongly prefer it as their way of receiving communication.
- Inserts – a new channel –fundraisers underestimate the likelihood of them being shared with others.
- SMS – donor engagement is growing, particularly among 35-54s.
- Street fundraising is welcomed among 18-34s and those who donate more than £100-a-year.
- Social media is welcomed among high-value donors.
- Press ads are most likely to encourage people to research further e.g. by visiting a charity website.
Daniel Fluskey, head of policy and research at the Institute of Fundraising, said: “This year’s Fundraising Media DNA research will help charities and fundraisers to understand the nuances of different channels and the way donors engage with them. By knowing more about how people respond and react to different forms of communication we can build compelling campaigns that will resonate with what donors want.
“The dual approach of the research, both asking donors what they think directly, and asking fundraisers to predict what donors will say, creates a compelling piece that will help guide how we think about fundraising.”
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