INDUSTRY ANALYSIS
Charity Advertising Report
Covers the Charity industry’s trends, audience insights and key takeaways for Charity brands to make the most of their online and offline marketing strategy.
Be on the lookout for the following brands
Charity Industry Trends
Visits decline for the Charity sector despite an increase in media investment. In comparison to Oct 2021-22 & 22-23, there’s been a 3% decline in visits for the charity sector despite a 12% increase in media investment. The cause is the combination of high inflation and the energy crisis, which is forcing families to re-evaluate their monthly spending and allocate fewer funds to non-compulsory activities.
Charity Audiences
In addition to donating money via collection boxes, online alternatives account for three of the top four positions in charity donations. Of the total funds donated to charities, 48% come from digital sources, and 46% come from offline or in-person sources. 6% come from donations made via phone and text message.
Sector Media Trends
The Charity Sector’s Approach to Daypart Allocation is interesting. The industry prefers to invest in Daytime advertising rather than Peak-Time. Cheaper TV spots and the ability to Reach over 65’s demographics are some of the reasons behind this.
Our WaterAid Case Study
WaterAid is missing out daytime donations from the largest giving demographic. Around 70% of donations to WaterAid are made by over 55s (TGI, 2024) – a segment that usually responds better to TV ads throughout the Daytime. Yet, it appears that WaterAid allocates a higher ad budget during peak hours. Additionally, the AB segment, that contributes the most to donations (TGI, 2024), is not being reached effectively.
Suggestions for increasing TV audience reach:
Daytime TV Advertising: Since the 55+ demographic may be more active during daytime hours, consider advertising during these slots. Morning programming might be particularly effective in reaching this audience.
Choose Appropriate TV Channels and Time Slots: Select TV channels that cater to the preferences of the AB 55+ audience. Consider channels focusing on news, documentaries, and lifestyle programming.
Highlight Long-Term Impact: Emphasise the long-term impact of charitable contributions. Assure the audience that their support will make a lasting difference and leave a positive legacy.
Access the latest Charity Industry Report now
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