UK charities are missing out on much-needed donations from ethical or alternative gift programmes, by not digitally promoting around key calendar events, according to research conducted by digital media specialist equimedia.
In particular, the research has highlighted that Father’s Day could be used to raise significant awareness amongst donors currently seeking gift inspiration for their Dads.
Despite a 19% increase over two years in the number of Britons purchasing ethical gifts from the charities and Father’s Day fast approaching, equimedia’s keyword analysis of online charity campaigns has shown no significant uplift from charitable organisations promoting their alternative gift services.
Google search trends
equimedia analysed Google search trends around peak annual gifting occasions, which showed significant volume uplifts from searches among people seeking inspiration and ideas for unusual gifts for their loved ones. At the same time, analysis of paid search activity on Google showed charities were not running digital campaigns to capitalise on these occasions to promote their ethical gift programmes.
equimedia investigated a number of paid search alternative gifting keywords, as well as consumer search trends throughout the year for peak gifting occasions such as Christmas, Mother’s Day, Father’s Day and Valentine’s Day. It showed that impending Father’s Day represents a massive opportunity for charities to promote their alternative gift programmes, as well over 33,000 searches are being currently conducted looking for Father’s Day gifts alone – equal to the number of searches for online inspiration for Valentine’s Day. This is only beaten annually by over 60,000 searches for Mother’s Day gift ideas.
Over 19,000 additional searches for ‘Father’s Day presents’ and ‘Father’s Day ideas’ are currently taking place, further adding to the current opportunity for charities to be reaching out and helping these inspiration-seeking gift-givers with unusual gift options for their Dads.
To read the full Charity Digital News click here.
Source: Chairty Digital News