Effective use of television in nonprofit marketing and fundraising

Should your meager advertising and marketing budget be spent on television? In nine out of ten cases I would say no. This past weekend I saw one of those rare times I would say yes. While watching a classic (Terminator 2) a commercial came on for the ASPCA. I’m sure many of you have seen the commercial, it has the sad music – “In the arms of an angel” by Sarah McLachan with pictures of dogs and cats with shocking statistics (every 10 seconds a dog or cat is abused or beaten – an issue that deserves its own post). It was a touching commercial – I remembered the statistics from watching it once.

The ASPCA did an amazing job bringing together all of the elements of a successful television commercial. They had an emotional pull, a soft appeal, saddening statistics, and a famous person to bring legitimacy and importance to the cause (I’m not saying you need famous people for television commercials). I just think they did it extremely well. After watching it, it made me want to donate.

For further reading about using television in your nonprofit work:

How deadly are stupid nonprofit ads?
One of the most effective nonprofit TV PSAs I’ve ever seen
Nonprofit group to take out TV ads backing Sanford on stimulus
TV ads are great, right?
5 Steps to a Potent Ad — rid Gets Attention for Reducing Hospital Infection


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