We’re really excited to be part of this…

6 preview insights from 2016 Fundraising Media DNA research

This year’s Institute of Fundraising/fast.MAP Fundraising Media DNA report will be launched in June, but UK Fundraising can exclusively reveal six insights that the report will contain.

Channel sponsors include Kudos Data Solutions (Preferences), ONEPOST (direct mail), Home Fundraising (door-to-door), WPN Chameleon (DRTV) and Listen (telephone).

The launch of the 2016 report will take place at the Holiday Inn London-Bloomsbury on 10th June.

This includes each medium’s

• Profile – the people who engage with it

• Personality – the attributes associated with it

• Action – the ways people respond or react to the communication

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 of 100 provides the benchmark against which performance can be measured. So, for example, a score of 150 indicates a 1.5-times-above-average performance.

What will the 2016 study reveal?

1. Email – donors aged 55+ strongly prefer it as their way of receiving communication (Preferred Index: 55+, 264).

2. Inserts – a new channel –fundraisers underestimate the likelihood of them being shared with others (Share with Others Index: Overall, Estimated – 78 vs. Actual – 101).

3. SMS – donor engagement is growing (Engagement Index: Overall, 2015 – 64 vs. 2016/17 – 75), particularly among 35-54s (2015 – 54 vs. 2016/17 – 71).

4. Street fundraising is welcomed among 18-34s and those who donate more than £100-a-year (Welcomed Index: 18-34, 106, High Donors, 106).

5. Social media is welcomed among high-value donors (Welcomed Index: High Donors, 137)

6. Press ads are most likely to encourage people to research further (Research Index: Overall, 105) 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.

“The full results – which will be revealed on Friday 10th June – will provide useful insights to help to challenge assumptions and add fresh thinking to campaign development and promotional activity.”

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