Having recently read “Charities Struggle with Disengaged Public” – it stood out that maybe we’re not understanding our donors … take for example “Do charity campaigns inspire people to act and are men better at ‘giving’? Well apparently not, according to two new research reports from the UK.”
Sure, this is the UK, but what’s the situation here?
I know from experience that engaging with men is different to engaging with women, more often than not organisations use the same words no matter if it’s a male or female audience they’re trying to engage with.
If we know who donors are, male or female, we can adapt our language to ensure that each is receiving our communication in the “language” they understand and will react to.
Have you segmented your database and do you communicate with each segment in a way that they will understand and, that will cause them to take action?