Digital Marketing may be the next big fundraising channel, but just not quite yet. A few weeks ago, Cone released a new study illustrating an interesting paradox in Digital Marketing. While most Americans who use Digital Marketing (89%) think that companies and organizations should use Digital Marketing to raise money and awareness, only 18% have actually donated through Digital Marketing. So where’s the rub? In a recent post about the study, Tom Belford explains that this disconnect primarily occurs because people still have trouble trusting Digital Marketing. In fact, 4 in 10 respondents (39%) questioned whether their money would actually end up in the hands of the cause they were giving to. This is a huge issue that needs to be addressed as Digital Marketing becomes more widely accepted as a viable fundraising channel.
The paradox of fundraising in digital marketing
November 7, 2009