Non-Profits and the Giving Side of TV

27 July 2017 • tvsquared

The proliferation of media has introduced new channels, new devices and new ways for people to learn, communicate and give. For non-profits, the face of the traditional donor has changed drastically, now encompassing a diverse group that spans generations. To complicate things even more, this massive group consumes media differently and donates through a variety of channels.

Look at generations, for example. According to Marts & Lundy, Millennials prefer to donate through social media, while Boomers and Gen X like more traditional outlets (phone, website, email, etc.) and rapidly maturing Gen Z trends toward mobile apps.

Despite this challenge, in addition to ever-present issues around economic and political environments, there are positive signs for the industry. Total giving in the U.S. is expected to increase by 4.3% this year, monthly donations (the Holy Grail for non-profits) are increasing each year and donor retention is at 45.9%, higher than it’s been since 2008.

So, how can a non-profit effectively reach donors and take advantage of this growth? A large part of the answer is leveraging the one constant among very large, very different donor audiences: TV.

In a twopart series for the Huffington Post, we explore how non-profits are leveraging TV (and its real-time measurement and optimization capabilities) to drive both online and offline response rates. We also talk with Richard Slater, business director at M.i. Media, about some real-world things non-profits can do today to get the most out of their advertising efforts.

Whether you’re part of a non-profit or not, this series is a good read: check out Part 1 and Part 2.