Annual Fund Use of Media
| Channel |
Historic Impact |
Impact Last 2 Years |
How to Use As a Transition Media |
Value in Next2 Years |
What To Bet On |
| DIRECT MAILLetter Program |
Very Important Personalized |
Declining Importance More Personalized |
Driver to new Media & Website |
Not Worth Doing With Enough $ = Support of Other |
D.M. Only Useful as a Support |
| RADIOPublic
Regular
|
Important to Cause-Oriented Important to Broad Reach |
If Aligned, More Important If Very Targeted, Important |
Same Value Helps Drive Social Same Value |
Still has a Helpful Role for Extended Reach |
Still can be Useful for Extending the Reach |
| TV |
Very Important for Broad-based Outreach |
More $$, More Channels Less Important |
Used as Documentary or for Big Events |
Selective/ Support of Great Plans |
Selected Usage If you have $$ |
| PRINTNewspaperTake-Ones
Other |
Very Important Fundamental to All Efforts |
Less and Less Important Take-Ones still Useful |
Very Selective Take-Ones help drive Social & Web |
Very Little Basic Element of Overall Campaign |
Total Movement to Web, Changed Approach still Useful |
| WEBSITE |
Great for Questions from Users |
Inbound Questions Plus Transactions |
Take the Current Add Interactive |
Stewardship and More Interactive |
The Base Platform for Stewardship & Linking Social |
|
Outbound Depends on the List |
More Important as D.M. Fails |
Needs to be Re-engineered to be More Interactive |
Basic Part of the Overall Campaign |
Continues to be Important but Blended with Hand-Held |
|
| SOCIAL COMMUNITIESLap-Top Based
Mobile-Based |
None None |
The Start of Social Communities Little |
Everyone is now Desperate to Add these Parts to their Plans |
A Must-Have But Moving More and More to Hand-Held |
Hand-Held |
| THE SURPRISE |
None |
Social Communities |
The Twitter Impact I-Phone App’s |
All of These Systems becoming More Integrated |
Your Integrated Hand-Held Communication Tool |
