A new report, The Integration Effect, reveals that brand media delivers an additional 201% return on investment (ROI) in the long term, making a strong case for charities to integrate brand and direct response communications.

Published by The Good Agency, JAA, and MetaMetrics, the study analyzed five years of income data from 58 charities and surveyed 76 charity marketers to uncover the impact of aligning brand and fundraising efforts.

Findings: The Power of Brand Media in Charity Marketing

ROI Comparison:

• Brand media: 206% short-term ROI + 201% additional long-term ROI.
• Direct response media: 220% short-term ROI but lacks sustained long-term impact.
• Integrated approach: Combining brand and response media led to £32m additional income for the charities studied.

"Brand media has a long-term multiplier effect—roughly double the ROI seen in traditional econometric studies," the report states.

Integration Challenges & Opportunities

Despite the proven benefits, many charity marketers struggle with integration:

46% of marketers lack confidence in how advertising works.
60% report difficulties in aligning brand and fundraising efforts.
97% believe brand and fundraising communications should work together.

"The findings are hugely exciting for the sector," says Nilesha Chauvet, Managing Director at The Good Agency. "They give charities the evidence needed to blend brand and fundraising strategies to unlock greater ROI."

A New Model: Consideration Advertising

The report urges charities to adopt a consideration advertising model, ensuring that brand messaging is not an afterthought but a core part of the fundraising strategy.

What is Consideration Advertising?

• Aligns brand-building and response-driven campaigns.
• Focuses on keeping charities top-of-mind for sustained donor engagement.
• Encourages collaboration between marketing and fundraising teams.

"By working together to maximise consideration, charities can drive more effective and long-lasting engagement," the report concludes.

Integration is Key for Sustainable Growth

Takeaway for Charities:
Invest in both brand media and direct response.
Align fundraising and marketing teams to maximize long-term impact.
Prioritize brand awareness to enhance overall donor engagement and income.

As digital fundraising evolves, charities that successfully integrate their messaging will be best positioned for sustained growth and higher returns.