Donors to Nonprofits Want Full Engagement
Charting the future of public relations
Holmes Report
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Donors to Nonprofits Want Full Engagement

Existing and potential donors to nonprofit organizations are looking for a full spectrum of engagement with their nonprofit of choice, according to research by cause branding specialist Cone. That means that when deciding the cause or nonprofit donors want to support, nearly six out of 10 respondents indicated that they want opportunities to get involved beyond dollar donations.

Paul Holmes

Existing and potential donors to nonprofit organizations are looking for a full spectrum of engagement with their nonprofit of choice, according to research by cause branding specialist Cone. That means that when deciding the cause or nonprofit donors want to support, nearly six out of 10 respondents indicated that they want opportunities to get involved beyond dollar donations. The research also found that trust in an organization (82 percent) and measurable community impacts (81 percent) are key to decision makers when determining which cause to support. In addition, philanthropic consumers believe that among the most effective ways for a nonprofit to reach them is through word of mouth (76 percent), media coverage (56 percent) and through companies from which they buy products or services (44 percent). The least effective communication tools include celebrity involvement (14 percent) and telemarketing (8 percent). The survey findings were released to coincide with Cone’s formal announcement of its expanded cause branding for nonprofit services. The firm will offer nonprofits an enhanced menu of customized services including brand positioning and communications; fundraising initiatives; social awareness campaigns; and corporate partnership development and outreach. Cone is also offering seminars and custom workshops to help nonprofits understand emerging nonprofit issues, learn about critical marketing trends and explore strategic branding options. “The nonprofit landscape is evolving and with 1.9 million charitable organizations in the United States alone, the competition for philanthropic dollars is intense,” says Kristian Darigan, vice president and practice leader. “Cone’s 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.”
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