Fundraising Media DNA looks at eight key communication channels used for fundraising, providing insight about the relative strengths and advantages of each channel.
This can be broken down into 3 key areas:
- Profile– The people engaging with each channel
- Personality – What are the attributes associated with each channel
- Action – How people are likely to respond or act further as a result of the communication
The views of almost 2,500 consumers and over 130 fundraisers have been taken into consideration in the production of the report.
For each form of fundraising, fast.MAP took the responses of donors and fundraisers to build an index to give the results of the surveys. The average score will always be ‘100’, which provides the benchmark to compare the other scores. So, for example, a score of 250 on ‘Share’ means that it is performing at 2.5 times above the average score across that particular group.