# Newspapers' influence on donors wanes, says CAF

- Link: https://fundraising.co.uk/2010/02/24/newspapers039-influence-donors-wanes-says-caf/
- Published: 2010-02-24T14:50:50+00:00
- Author: Howard Lake

Television coverage inspires many more people to donate than newspaper reports do,
according to research for Charities Aid Foundation (CAF) in the Haiti Disaster Emergency
Appeal. The research undertaken for CAF by GfK NOP, asked 1,005 people which medium
influenced them to donate. Stories and adverts in newspapers encouraged only 6% 
of those who gave to the Haiti appeal, compared to 12 % during the DEC Burma appeal
of 2008, and 11% during the DEC Asia-Pacific Appeal of 2009.

Television coverage inspired 75%, 8% higher than with the DEC Asia-Pacific appeal
in 2009. Stories and adverts on radio, which was included in the DEC Haiti appeal
survey for the first time, inspired 5% of people to donate.

Commenting on the results Liz Goodey said: “This research shows that newspapers 
have become less important than they once were in campaigns in inspiring people 
to donate. Readership figures of the national dailies have dropped by around 10%
between the Burma and Haiti DEC appeals and their ability to inspire donations has
dropped over the same period too.

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“This is news that all charity fundraisers will be interested in as society moves
into a digital world, but it still shows the power that another traditional medium,
television, holds in inspiring and moving people to donate to disaster appeals and
charity more generally.”

www.cafonline.org/disastermonitor

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