Nonprofits can utilize successful advertising principles to generate awareness and increase funding.
Advertising is typically associated with sales efforts for profit-based corporations. That makes it understandable why nonprofit businesses may find it hard to see a correlation. However, by using proven advertising principles and fundamentals nonprofit organizations have much to gain. The results can increase much-needed funding, volunteers and provide information to document their outreach and service efforts to apply for and receive grants as well as corporate and private sector contributions.
Awareness
Generating awareness of services should be a primary goal. Those who will benefit from the services need to know that the organization exists. An organization that provides writing services to help unemployed workers find jobs and places to go to get the assistance could use advertising to distribute fliers and brochures at labor departments, libraries, photocopy centers and places that provide free Internet use. They can target unemployed workers and advertise the availability of the resume writing services.
Charitable Giving
Most nonprofit businesses rely on grants, and public and private sector support to fund their operational expenses. Advertising can reach all three target groups to increase donations. In addition, advertising can reach those who serve in executive and advisory roles for the estates and financial affairs of wealthy individuals. Nonprofits can use print, television and online efforts to request donations. Those with IRS sanctioned 501(c)(3) status can use the information on printed and online advertising as a reminder to those who donate that their contributions are tax deductible.
Sponsors
Advertising can play an extremely vital role in generating sponsorships for events and programs and to launch or expand services. Many major corporations state their corporate responsibility missions on their websites, annual reports and press releases. They identify their commitment to certain community needs like education, crime reduction or lowering childhood obesity levels.
Nonprofit organizations can develop print brochures and online advertising to prospective sponsors to provide the funding needed to cover expenses. Organizations can target specific corporations, government agencies and foundations who have stated a mission to address the services that the nonprofit organization provides.
Major nonprofits like the Boys and Girls Clubs of America, the Partnership for Drug Prevention and the U.S. Department of Health partner with the Ad Council and enlist the best advertising agency industry talents to produce television, print and radio commercials.
Events
Perhaps one of the best known examples of using advertising to promote a nonprofit event is the highly successful Susan G. Komen Race for the Cure annual fundraiser. Since the organization's inception in 1982, it has successfully incorporated advertising to raise over $1.5 billion and is the largest global organization dedicated to the fight against breast cancer. This is an example of how nonprofits can use advertising to generate volunteers, participants, sponsorship, donations and media coverage to achieve their goals to improve and transform the lives for those they serve.
Tags: advertising principles, nonprofit businesses, online advertising, private sector, unemployed workers
