We Asked Users
This survey was presented to a prequalified TCD audience in contextually relevant web articles and newsletters.
Survey participants self-selected two times, first when deciding to consume the host content and then again when deciding to participate in the survey.
Which of these environmental causes would you be most interested in supporting with a financial donation?
Please select one.
Which of these environmental causes would you be most interested in supporting with a financial donation?Survey Results
740 Progress Focus:
1,075 Risk Focus:
41
Aggregate Insights
The small spread between the top three answers suggests that mainstream audiences are generally motivated to support a blend of environmental causes.
The relatively weak support for "Protecting clean air" suggests a meaningful opportunity to educate the public about the immense health benefits of improved air quality.
Further polling could explore the perceived efficacy of donating to these causes to determine how strongly perceived efficacy correlates to willingness to donate.
Contextual splits are determined by the topical focus and interests of the audience members participating in the survey, as described in more detail in the Insights and Methodolgy sections below.
740 Progress Focus:
1,075 Risk Focus:
41
Split Insights
The relative overperformance of "Advancing forest conservation" with the outrage-focused audience suggests that CTAs for concrete causes (e.g., stopping deforestation) will outperform more abstract goals (e.g., protecting clean air) among audiences who object most fervently to environmental degradation.
The generally balanced responses among the progress-focused audience suggest that audiences most interested in advancing the cause of environmentalism don't view any one solution as superior to the rest.
Further polling could target these same splits with a question about willingness to donate — e.g., "How much money are you likely to donate to environmental causes next year?" — to determine the impact of audience mindset and interests on real-world donation potential.
Methodology
This survey was conducted among a prequalified TCD audience of likely adopters via distribution in 12 syndicated web articles. It received a total of 1,877 responses and generated segmented data across 3 primary contextual splits.
TCD surveys are embedded inline in contextually relevant web articles and newsletters. Survey participants self-select two times, first when deciding to consume the host content and then again when deciding to participate in the survey.
Contextual splits are determined by the topical focus and interests of the audience members participating in the survey. Split analysis explores the degree to which different messages — and the self-selected participants who seek them out — can shape consumer sentiment.
