PSAs With “Direct Appeal” Can Receive Air Play
It has long been known that Public Service Announcements (PSAs) that ask for donations don’t usually fare well with the media. We have always counseled nonprofits to end with a softer approach, like “for more information” or “to learn how you can help” along with the nonprofit’s URL.
However, I recently analyzed five campaigns that had both non-ask spots along and with an ask (donate) version. Here’s how the “ask” spots fared:
Here are our take-away messages to nonprofits looking to generate donations:
Across the board, PSAs have always provided nonprofits with an opportunity to generate broad national awareness , and now a small door has been opened to use PSAs for fundraising …just don’t close that door by making it a mini-infomercial.
For more information please contact Annette Minkalis, firstname.lastname@example.org – 212-624-9182.