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What is it and how does it work?
We are dealing here with advertising either in terms of space in the pages of newspapers and magazines or leaflets inserted in the pages of the publication.
This type of fundraising is used primarily to bring in new supporters. It is designed to provoke a response, and press adverts usually include a cut-out coupon, telephone number and/or website address for this purpose.
Other advertising is placed by charities in order to raise awareness of the issues they are tackling. Adverts and leaflets provide only a limited space for charities to communicate a fundraising message and the most effective use of that space has been tested over the years. As a result, this sort of advertising tends to follow a certain format.
Buying advertising space in newspapers and magazines can be very expensive – the Times newspaper currently values a full page of advertising space at over £30,000 (though charities are often able to negotiate substantial discounts, especially for a series of adverts or for last-minute campaigns).
As a consequence, this method of fundraising is normally only used by the larger charities, only for certain types of ads. like appeals for funds after a disaster and through buying quite small amounts of space.
Advertising is also placed in publications where the content is likely to complement the fundraising message (so Oxfam might put an advert for a famine relief appeal in the international news pages of a newspaper), and where the readers are likely to be sympathetic (so the RSPB might advertise membership in a Birdwatching magazine).
More on Advertising in newspapers and magazines
- Fundraising adverts in newspapers and magazines
- What it costs and what it raises
- Press and magazine adverts - FAQs
