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?
Stephen Mally brings over three decades of fundraising and non-profit consulting experience.
Having served as a fundraiser in the United States, Stephen transitioned to consulting in Asia-Pacific, Europe, and North America in 2008. He is the CEO and Director of FundraisingForce, a boutique consulting firm based in Sydney, Australia and Rancho Mirage, CA. As a consultant, he has worked with thousands of schools, universities, and charities gaining a vast amount of exposure to diverse organisations and fundraising programs. Stephen acquired his Certified Fundraising Executive (CFRE) credential in 2011.
Stephen was named a Fellow of the Fundraising Institute Australia (FIA) in 2017. He served on the FIA Board for six years and currently serves on the CFRE International Examination Committee and, also, the CFRE International Board as its Chair. Additionally, he serves on the board of Pink Elephants Support Network in Australia.
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.
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