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News Coverage Affects Online Giving
08/16/2003
Charitable and cause related groups have a significant opportunity to take advantage of the news-cycle to improve their online fundraising performance. In a survey of visitors to the Atlantic Monthly Online, Virilion found that news stories published online affect fundraising efforts. Positive stories improve the likelihood of someone to give online and negative stories reduce that same likelihood.
The survey results above were part of a larger reader survey conducted in conjunction with the Atlantic Monthly online between June 20, 2003 and July 8, 2003. Various formats of online advertising were used to attract users to the survey, including banners, skyscrapers and small tiles.
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