Charity campaigns are too short-term | WARC | The Feed
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Charity campaigns are too short-term
The effectiveness of charity campaigns has been declining, but research from the DMA and REaD Group suggests how marketers can use data-driven insight to reverse that trend.
Why it matters
A few years back, charity donations were hit by a wave of scandals in the sector, while charity marketing departments have had to subsequently deal with increased regulation, the impact of COVID, and the current cost-of-living crisis. In addition, given the proliferation of channels, they face tough choices on where to allocate limited media spend. Knowing where to put a charity’s money to ensure the continued growth of both their...
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