Connecting With Charity Consumers

Surprisingly six out of ten Australians are receptive to advertising messages in some form, as reported in a recent survey by Australia Post and ADMA. But what form of advertising is most effective? You may be surprised.

The survey of over 9,000 people asked which advertising form they actively sought when finding out about donating to a new charity, or keeping informed on existing ones.

In considering this the survey firstly details some general data, like who is most receptive to advertising and the least. Typically a younger woman with a family and living in a metropolitan area with a higher family income is most receptive to advertising. The least receptive typically are male retirees on a lower income living in rural area. Probably no surprises here so far.

However, across all sectors, the top five (in order) most effective ways of advertising in Australia are:

1. Catalogues and Flyers (hence so much junk mail!)
2. TV Advertising
3. Press (newspapers, etc.)
4. Radio
5. Personalised Direct Mail

While the above is a broad generalisation, it changes when consumers are looking specifically at the charity sector and giving to charity. Following are the top three most effective advertising methods for the following groups of people:

A. When considering donating to a new charity:

1. Websites
2. TV Advertising – which directs people to a website for more information
3. Direct Mail

B. When seeking to be kept informed of an existing charity:

1. Personalised Direct Mail (Transparency and personal)
2. Websites
3. Email Marketing

C. When looking to change support to another charity:

1. Websites
2. Personalised Direct Mail (Transparency and personal)
3. TV Advertising – which directs people to a website for more information

What does this mean for your organisation? If you are involved in the charity sector and want to reach Australians, then the number one thing to have is an informative and interactive website. Next you need an intentional strategy of emailing your constituency to be accountable and transparent.

Oh, and where did social media rank? Overall it is still an important tool, but consistently rated around eighth place in all of these areas, which was somewhat of a surprise to many.

The Avondale Business School can advise your organisation on being effective in these areas – find out how by contacting Warrick Long at the Avondale Business School.

E: [email protected]

P: 02 4980 2168