The Integration Effect
We are excited to share the launch of ‘The Integration Effect’. A sector-first piece of research proving how brand and response work better together.
While the commercial sector is rich with evidence supporting the importance of brand building, the charity sector has long faced a significant gap in such research. This lack of evidence makes it more challenging to advocate for integration and justify investment in brand media alongside direct response.
Together, GOOD, JAA and MetaMetrics have joined forces to transform the conversation. Bringing you data-backed evidence on charity integration, equipping your organisation with the rationale and method to embrace a more cohesive approach.
In a sector where competition for donor attention is fierce, charities can no longer afford to treat brand and fundraising as separate entities.
This report challenges the outdated view that brand media is just about awareness, and that direct response is the only way to drive income. When done right, brand builds lasting connections that drive consideration, trust, and preference – fuelling long-term growth.
We reveal why integration is critical, show how it’s being done successfully, and outline the steps charities must take to prevent missed opportunities and to start achieving real, sustained income growth.
It’s time for charities to embrace integrated communications and secure their future in an increasingly competitive fundraising landscape.
Please enter your details below to request a copy of the report.
*Please note that the report is accessible to charities only.
