{"id":7684,"date":"2023-10-30T13:53:23","date_gmt":"2023-10-30T18:53:23","guid":{"rendered":"https:\/\/www.atom.com\/blog\/?p=7684"},"modified":"2023-11-07T14:18:42","modified_gmt":"2023-11-07T20:18:42","slug":"attitudes-to-nonprofit-branding","status":"publish","type":"post","link":"https:\/\/www.atom.com\/blog\/attitudes-to-nonprofit-branding\/","title":{"rendered":"Attitudes to Nonprofit Branding"},"content":{"rendered":"\n<p><strong>Objective: <\/strong>Understand the brand tone people are looking for from a non-profit organization, based on their age.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Survey Summary<\/h2>\n\n\n\n<p><strong>Who we targeted: <\/strong>A general panel within the United States<\/p>\n\n\n\n<p><strong>Ages: <\/strong>18-64<\/p>\n\n\n\n<p><strong>Survey Question: <\/strong>Are you more likely to give to a nonprofit that\u2019s \u201cHistoried and trusted\u201d or \u201cModern and innovative\u201d<\/p>\n\n\n\n<p><strong>Screening Question (yes\/no): <\/strong>Do you regularly donate to a nonprofit or are you planning on donating before the end of the year? Donations of both time and money apply.<\/p>\n\n\n\n<p><strong>Conducted: <\/strong>October 2023<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Survey Results<\/h2>\n\n\n\n<p>There is a strong correlation between age and brand tone preference. Younger survey respondents prefer modern and innovative nonprofits, while older respondents show a clear preference for historied and traditional nonprofits. The age group in the middle, 35-44-year-olds, is evenly split between modern and innovative and historied and trusted.<\/p>\n\n\n\n<p><strong>Question: <\/strong>Are you more likely to give to a nonprofit that\u2019s \u201cHistoried and trusted\u201d or \u201cModern and innovative\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Overall<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Overall-results-1.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"628\" src=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Overall-results-1-1024x628.jpg\" alt=\"\" class=\"wp-image-7688\" srcset=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Overall-results-1-1024x628.jpg 1024w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Overall-results-1-300x184.jpg 300w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Overall-results-1-768x471.jpg 768w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Overall-results-1-720x441.jpg 720w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Overall-results-1-580x356.jpg 580w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Overall-results-1-320x196.jpg 320w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Overall-results-1.jpg 1080w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>18-24<\/strong><\/h2>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Screenshot-2023-10-30-at-12.47.16.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"648\" src=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Screenshot-2023-10-30-at-12.47.16-1024x648.jpg\" alt=\"\" class=\"wp-image-7689\" srcset=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Screenshot-2023-10-30-at-12.47.16-1024x648.jpg 1024w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Screenshot-2023-10-30-at-12.47.16-300x190.jpg 300w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Screenshot-2023-10-30-at-12.47.16-768x486.jpg 768w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Screenshot-2023-10-30-at-12.47.16-720x456.jpg 720w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Screenshot-2023-10-30-at-12.47.16-580x367.jpg 580w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Screenshot-2023-10-30-at-12.47.16-320x203.jpg 320w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Screenshot-2023-10-30-at-12.47.16.jpg 1074w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">25-34<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/25-to-34.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/25-to-34-1024x639.jpg\" alt=\"\" class=\"wp-image-7690\" width=\"840\" height=\"524\" srcset=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/25-to-34-1024x639.jpg 1024w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/25-to-34-300x187.jpg 300w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/25-to-34-768x479.jpg 768w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/25-to-34-720x449.jpg 720w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/25-to-34-580x362.jpg 580w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/25-to-34-320x200.jpg 320w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/25-to-34.jpg 1064w\" sizes=\"(max-width: 840px) 100vw, 840px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">35-44<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/35-to-44.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"620\" src=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/35-to-44-1024x620.jpg\" alt=\"\" class=\"wp-image-7691\" srcset=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/35-to-44-1024x620.jpg 1024w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/35-to-44-300x182.jpg 300w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/35-to-44-768x465.jpg 768w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/35-to-44-720x436.jpg 720w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/35-to-44-580x351.jpg 580w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/35-to-44-320x194.jpg 320w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/35-to-44.jpg 1086w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">45-54<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/45-to-54.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"643\" src=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/45-to-54-1024x643.jpg\" alt=\"\" class=\"wp-image-7692\" srcset=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/45-to-54-1024x643.jpg 1024w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/45-to-54-300x188.jpg 300w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/45-to-54-768x482.jpg 768w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/45-to-54-720x452.jpg 720w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/45-to-54-580x364.jpg 580w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/45-to-54-320x201.jpg 320w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/45-to-54.jpg 1064w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">55-64<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/55-to-64.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"632\" src=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/55-to-64-1024x632.jpg\" alt=\"\" class=\"wp-image-7693\" srcset=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/55-to-64-1024x632.jpg 1024w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/55-to-64-300x185.jpg 300w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/55-to-64-768x474.jpg 768w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/55-to-64-720x444.jpg 720w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/55-to-64-580x358.jpg 580w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/55-to-64-320x198.jpg 320w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/55-to-64.jpg 1066w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Giving Trends<\/h2>\n\n\n\n<p><strong>Question: <\/strong>Do you regularly donate to a nonprofit or are you planning on donating before the end of the year? Donations of both time and money apply. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Giving-Trends-1.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"639\" src=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Giving-Trends-1-1024x639.jpg\" alt=\"\" class=\"wp-image-7694\" srcset=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Giving-Trends-1-1024x639.jpg 1024w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Giving-Trends-1-300x187.jpg 300w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Giving-Trends-1-768x479.jpg 768w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Giving-Trends-1-720x450.jpg 720w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Giving-Trends-1-580x362.jpg 580w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Giving-Trends-1-320x200.jpg 320w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/10\/Giving-Trends-1.jpg 1086w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Objective: Understand the brand tone people are looking for from a non-profit organization, based on their age.&nbsp; Survey Summary Who we targeted: A general panel within the United States Ages: 18-64 Survey Question: Are you more likely to give to a nonprofit that\u2019s \u201cHistoried and trusted\u201d or \u201cModern and innovative\u201d Screening Question (yes\/no): Do you [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":7686,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[835],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - 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