What are the most common misconceptions held by fundraisers? Howard Lake identifies five and challenges them with statistics.
In the fifth analysis of the Fundraising Media DNA Report by fast.MAP and the Institute of Fundraising, we look at how fundraisers’ assumptions and expectations do not always match the data.
Sweeping assumptions about the popularity of various charity media can, of course, lead to missed opportunities. The fact that DRTV is more likely to appeal to 35-54′s than to over 55′s seems counter-intuitive, but it’s a fact which could be utilised when the younger group is being targeted.
Fundraisers also underestimate 18-34s’ level of engagement with telephone, email and direct mail; and misjudge donors’ overall willingness to share SMS with others
Conversely, they overestimate donors’ level of engagement... Keep reading on UK Fundraising
In the fifth analysis of the Fundraising Media DNA Report by fast.MAP and the Institute of Fundraising, we look at how fundraisers’ assumptions and expectations do not always match the data.
Sweeping assumptions about the popularity of various charity media can, of course, lead to missed opportunities. The fact that DRTV is more likely to appeal to 35-54′s than to over 55′s seems counter-intuitive, but it’s a fact which could be utilised when the younger group is being targeted.
Fundraisers also underestimate 18-34s’ level of engagement with telephone, email and direct mail; and misjudge donors’ overall willingness to share SMS with others
Conversely, they overestimate donors’ level of engagement... Keep reading on UK Fundraising