Donors Want Wider Engagement with Charities

According to research by a US Cause Branding consultancy, Cone Inc, existing and potential donors are looking for a full spectrum of engagement with their chosen charity.

When deciding the cause donors want to support, nearly six-out-of-ten respondents indicated that they want opportunities to get involved beyond dollar donations. The research also found that trust in an organisation (82%) and measurable community impacts (81%) are key to decision makers when determining which cause to support.

Furthermore, philanthropic consumers believe that among the most effective ways for a Not for Profit to reach them is through word of mouth (76%), media coverage (56%) and through companies from which they buy products or services (44%).

Least effective communication tools include celebrity involvement (14%) and telemarketing (8%)

Cone is best known for its award-winning work with the American Heart Association Go Red for Women, the Avon Breast Cancer Crusade, ConAgra Foods Feeding Children Better, PNC Grow Up Great and JCPenney Afterschool.

Cone Vice President Kristian Darigan says the survey findings underscore the increasing sophistication of today’s donors. Focused on developing ongoing relationships with supporters, nonprofits are able to build long-term brand equity and champions for their cause. This, in turn, attracts corporate, public and media support.

Cone says the leading Not for Profits are focusing on building their brand by making it emotionally relevant to consumers. In today’s environment it is critical to focus on how to stand out as a Not for Profit of choice.

The Survey findings are the result of a telephone poll conducted from November 3-6, 2006 among a national probability sample of 1,022 adults comprised of 510 men and 512 women 18 years of age and older.

Link to Cone, Inc. www.coneinc.com