Media Focus and
NPO communications study
On behalf of Swissfundraising, the association of professional fundraisers, Media Focus Schweiz will conduct an integral communication analysis (INCA) for the Swiss NPO market. Seventeen non-profit organizations will participate in the first study of its kind.
The study will focus on the communicative and promotional visibility of the charitable organizations on the Swiss market. The INCA (integral communication analysis) of the Swiss NPO market will examine all controllable aspects of communication. For this purpose, advertising presence (paid media), search engine presence (paid and owned media) and media presence (earned media) will be considered from a quantitative and qualitative perspective and contextualized using market data.
Special emphasis will be placed on the content of communications. Which topics are discussed in connection with the organizations? Which visual media are used? Are there visibility triggers and where do threats to organizations’ reputations lie?
Roger Tinner, Managing Director of Swissfundraising, welcomes the launch of the study: “We have been surveying the population about its donation behavior for several years already. With its comprehensive view of the media and advertising situation, the INCA study will be the ideal complement to our market knowledge.”
Tina Fixle, Chief Analytics Officer (CAO) of Media Focus, is equally pleased: “I am delighted that, together with Swissfundraising, we have attracted 17 Swiss and international non-profit organizations for the INCA NPO market study. I am convinced that we will generate fascinating insights.”
The results of the study will be available to the participating charitable organizations on an ongoing basis via an online dashboard from September. An overall summary and evaluation will take place in April 2023 following a year of media monitoring.