Nonprofit Digital Communications

last person joined: yesterday 

For those doing digital strategy work, including written or multimedia content for nonprofit websites, social media, and e-newsletters. This group is for those digital communications folks who create written or multimedia content for websites, social media, and e-newsletters for nonprofits. Members will discuss topics such as social media trends, digital analytics, developing content, storytelling, planning and resources, content strategy, and more.

Radio Advertising

  • 1.  Radio Advertising

    Posted Jul 12, 2018 11:05

    Hi everyone!

    I am wondering if anyone has any insight on the efficacy of radio ads for non-profits as a way of generating new membership? My organization had done them in the past, but we are re-thinking our strategy. We are on a small budget and not sure if radio is the best place to be putting funds and resources.

    I am the graphic designer, but helping fill in for PR and marketing strategy while we are in a leadership transition, so I don't know much about radio advertising so would definitely appreciate any advice!


    Thanks in advance!



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    Janell Wiseton
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  • 2.  RE: Radio Advertising

    Posted Jul 13, 2018 08:15
    I would say probably not. The one place I used to see success as a media buyer when it came to radio was the local NPR station, but frequency and day parts are everything. So no less than 3x/week in morning drive and evening drive always seemed to do well. You don't have to do it for month and months, just short bursts here and there worked. The downside is that it's hard to measure success unless you're specifically asking new members where they heard you and you're still relying on them to remember clearly. Good luck!

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    Ariana Estes
    Web and Social Media Specialist
    Lutheran Family Services of Virginia
    Richmond, VA
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  • 3.  RE: Radio Advertising

    Posted Jul 16, 2018 09:01
    Thanks Ariana!

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    Janell Wiseton
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  • 4.  RE: Radio Advertising

    Posted Jul 13, 2018 08:59
    Another plug for the local NPR station--We've found that's one of our best ways to reach the constituency we are looking to reach (a more educated, higher income). As Ariana said, we don't do these ads nonstop. We generally purchase three blocks throughout the year (each running a week or two at a variety of times) to promote specific events or our current exhibit, and it helps us reach a new group within our target demographic.

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    Lacey Helmig
    Director of Communications
    Truman Library Institute
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  • 5.  RE: Radio Advertising

    Posted Jul 17, 2018 12:34
    That is always a tough media choice in that it is almost impossible to tell what the true audience penetration is. Every market is a little different. One of the best solutions that I found for our small local fly fishing exposition was a drive-time radio ads (about 10) the week leading up to the event. This included a weekend radio interview spot (about 10 minutes) that aired on the stations "outdoor show" the weekend before. We also negotiated for pop-up banner ads in the local online classified ads that was managed by the same media group and is very popular in our market. These banners would appear when anyone searched for related sporting gear. I did some informal surveys at the expo and most people had heard the radio spots. We also put a small amount (less than $100) on Facebook ads around the expo that were targeted at a specific local audience. This will give you likes and followers, but I can't tell you if they walked in the door.

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    Doug Agee
    Online Community Manager
    Trout Unlimited
    Salt Lake City UT
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