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TV and radio advertising
What it costs and what it raises
TV advertising is often very expensive, especially on the main terrestrial channels. Most TV appeals now request a monthly gift, which might be for a relatively high gift amount if it is for something like child sponsorship.
Even some of the best known charities find that they have to spend about £1.40 to raise £1 through TV – though, as with the other ways to attract new givers to a cause, this initial investment is more than repaid over time as the new supporter is likely to give again.
Radio advertising is rarely used alone – so its effectiveness tends to be measured in combination with other activities. Again, recruiting new supporters almost always costs charities money in the first instance with the income from those givers being built up over time.
Both TV and radio advertising have a secondary role to play in getting the charity’s message out to a very wide audience and raising awareness of the organisation and the work it does.
Radio advertising is rarely used alone – so its effectiveness tends to be measured in combination with other activities. Again, recruiting new supporters almost always costs charities money in the first instance with the income from those givers being built up over time.
Both TV and radio advertising have a secondary role to play in getting the charity’s message out to a very wide audience and raising awareness of the organisation and the work it does.
More on TV and radio advertising
- TV and radio advertising
- What it costs and what it raises
- FAQs - TV and radio adverts
