A Nonprofit-Corporate Partnership Makes a Cause Stand Out, According to Survey
Don't Ignore Traditional Channels
New media have emerged as powerful channels to reach and engage consumers around social and environmental issues and causes, but the Trend Tracker results reveal conventional channels, such as traditional media, advertising and events, still resonate. Americans indicate the following are effective ways for nonprofit organizations to reach them with a message or call-to-action:
• 81% by word-of-mouth from family or friends
• 80% through traditional media (e.g., newspapers, magazines, television)
• 74% in advertising
• 69% at events
• 66% in the store, on a package or at the register
• 64% through standard mail
• 59% through e-mail
• 49% through social media channels (e.g., Facebook, blogs, YouTube, Twitter)
• 29% on mobile devices (via text messaging)
For a copy of the 2010 Cone Nonprofit Marketing Trend Tracker fact sheet, please contact Casey Brennan (firstname.lastname@example.org) or visit www.coneinc.com/2010-cone-nonprofit-marketing-trend-tracker.
About the survey:
The 2010 Cone Nonprofit Trend Tracker presents the findings of an online survey conducted February 11-12, 2010 by Opinion Research Corporation among a representative U.S. sample of 1,055 adults comprising 510 men and 545 women 18 years of age and older. The margin of error associated with a sample of this size is +/- 3%.
Cone (www.coneinc.com) is a strategy and communications agency engaged in building brand trust. Cone creates stakeholder loyalty and long-term relationships through the development and execution of Cause Branding, Brand Marketing, Nonprofit Marketing, Corporate Responsibility and Crisis Prevention and Management initiatives. Cone is a part of the Omnicom Group (NYSE: OMC) (www.omnicomgroup.com).