In the realm of non-profit organisations, particularly in the care sector, making an enduring impact is paramount. This impact largely hinges on effective communication. The rise of digital platforms has undoubtedly transformed the way we connect and share information. However, in the bustling digital landscape, print media remains a potent tool for forging human connections and influencing behaviour.
Two recent studies spotlight the profound influence print media can exert on our minds and our subsequent actions. The first, a study by TrueImpact sponsored by Canada Post, used advanced technologies such as eye-tracking and high-resolution EEG brain wave measurement to compare responses to paper marketing and digital media. The study found that direct mail necessitated 21% less cognitive effort to process compared to digital media, leading to better brand recall. Brand recall was 70% higher among participants who received a direct mail piece compared to those who saw a digital ad.
This finding is a significant insight for non-profits. The increased ease of processing and stronger brand recall associated with print media can lead to more effective communication of your mission and services. This, in turn, could strengthen recognition of your organization among your audience, magnifying your overall impact.
The second study, conducted by Bangor University in collaboration with branding agency Millward Brown, uncovered that physical material appears more “real” to the brain. It incites more emotional processing, crucial for memory and brand associations, and triggers more brain responses connected to internal feelings. This suggests a greater “internalisation” of the material.
For non-profits, this indicates that tangible communication materials like event invitations or donor recognition letters sent via mail could foster more potent emotional connections. They may spark deeper engagement than digital alternatives, amplifying the resonance of your message and, ultimately, the effectiveness of your efforts.
While the power of print media is undeniable, it’s essential to acknowledge that digital media carries its own unique strengths. Offering instantaneous access, precise personalisation and targeting, as well as robust audio and visual capabilities, digital platforms can complement and augment the tangible impact of print media.
Furthermore, digital media’s strength in localisation enables your non-profit to connect with diverse communities across various geographical locations swiftly and efficiently. The audio-visual nature of digital content also caters to those who prefer interactive and dynamic content over static print materials.
Consequently, the most effective communication strategy for your non-profit may not involve choosing between print and digital, but rather discovering an equilibrium between the two. A harmonious blend of these mediums enables you to harness the compelling tangibility and cognitive ease of print, alongside the immediacy and interactive potential of digital platforms.
So by leveraging the synergistic strengths of both print and digital media, your non-profit can enhance its communication, reinforce its brand, and create a deeper, more memorable impact in the care sector. In this interplay of traditional and modern forms of communication, your organisation’s voice can resonate more powerfully, reaching more hearts, and driving your mission forward with greater efficacy.