Flipping through the Sydney Morning Herald recently, I ran across a number of charity advertisements on the obituary and classified ad pages. It caused me to wonder how many people actually make a donation because of these newspaper ads? In this particular issue of the Sydney Morning Herald, the various charity ads did not include a source code of any sort. I wondered whether any non-profit organisations actually measure the effectiveness of newspaper advertisement.
One could argue I did not buy my first iPod based on any one (or the first) advertisement or billboard I saw. In fact, the purchase likely took repetitive advertisements and/or other encouragement. However, these charity ads are buried in the back of the newspapers. I wonder about their visibility and effectiveness.
Does your charitable organisation run advertisements in various local newspapers? If so, how do you know whether they are effective?