A basic marketing tenet is that you should always place your message where your audience will receive it. So it makes intuitive sense that the organizations should put their appeals on social media, because that’s where everyone seems to spend their time nowadays, especially millennials. But delivering a message is about more than just ensuring your audience comes across it—the medium does matter. Highly advanced brain science illustrates that people respond differently to the same message send in different formats.
Researchers at the center for the Neural Decision Making at Temple University’s Fox School of Business found that the participants spent more time with the physical advertisements showed more desire for the product seen in print and were more stimulated by physical ads than by their digital counterparts. What does this mean for nonprofit communications directors? It means that your supporters feel a greater emotional reaction to print communication, raising the perceived value of what is being advertised. A higher-value message is more likely to convert a prospect into a supporter. For your organization’s next capital campaign, think targeted direct mail.
Think Grassroot Communication. WWW.GRASSROOTCOMMUNICATION.COM