While maintaining an altruistic end goal of helping a cause or group of people, a non-profit is still an “industry.” Non-profits understand the challenges surrounding brand awareness, differentiation and, yes, making money – though, in this case, “making money” refers to attracting and keeping donors.
The proliferation of media has introduced new channels, devices and ways for people to learn, communicate and give. Due to this, the very definition of a potential donor has evolved drastically to include a much more diverse, multi-generational group. These varied individuals consume media differently but, regardless of the age group, online is easily the most popular way in which people donate. While the specific platform (such as social media, email or a website) that inspires someone to give is more likely to vary by generation.
The ease of giving online has seemingly caused six years of consecutive growth in charitable donations. And an impressive 45% of donors throughout the world take part in a monthly giving program (the ideal form of fundraising for many a non-profit).
Effectively Reaching “Giving Generations”
How can non-profits use this significant growth to their advantage to reach and retain donors? An integral aspect of the answer comes down to effectively using the one medium that’s best suited to engage with people quickly and drive them to donate online: TV.
It may not be the groundbreaking answer you expected, but TV should remain key to any non-profit’s strategy for a reason: it provides unrivaled reach at scale. The TV of today is also continually evolving – primarily in terms of what it can do as a primary driver of digital response.
Among multiple key demographics – including Millennials – TV still accounts for 80% of total viewing for adults (5:00+ hours per day). Among these millions of viewers, most are watching with second-screen devices in hand. This is significant for non-profits since, as I mentioned above, most donors prefer giving online.
TV for Trust, Emotion & the Good-Old Kicker Effect
TV is also able to expertly capture two of the most important aspects of any successful advertising campaign: emotion and trust. Emotional ads, namely ones that inspire empathy and calls to action, are beneficial to non-profits. What better way to guarantee such an ad has its intended impact than to air it during an already emotionally powerful TV show that has an established, engaged audience? Moreover, TV is also the most trustworthy form of advertising, helping non-profits ensure that their ad and overall mission will be taken seriously.
TV’s unparalleled “kicker effect” directly drives response through multiple online channels and is an essential way for non-profits to reach donors within multiple demographics en masse, encouraging engagement and giving via online channels.
The next article in this series will delve into best practices for non-profits looking to improve how they leverage and optimize TV advertising for fundraising. We’ll explore how to maximize TV-driven response based on real-time performance insights and ways to better understand who, when, and how to best target potential donors.