A Case Study
Problem: When a television or radio station airs a Public Service Announcement, it makes what is known as a “Gift-in-Kind” donation. This donation must be reported on the nonprofit organization’s audited financial statements, in order to comply with the American Institute of CPAs’ (AICPA) Generally Accepted Accounting Principles. Public relations firms develop “earned media” valuations to measure campaigns, but they are generally not the same as what is needed to report the extraordinary ROI that PSAs generate. This leaves nonprofits at risk of having their media valuations rejected by their CPAs.
Solution: Connect360 is the only company whose earned media valuation and measurement process is under the direction of a CPA. It individually values each of the hundreds to thousands of airings that make up a PSA campaign in compliance with accounting requirements (meeting the needs of financial managers, CPAs, Boards of Directors, and outside rating organizations) and provides extensive demographic and DMA information (meeting the needs of communications and marketing professionals).
Results: Connect360’s valuation process has been commended by some of the nation’s most prominent CPA firms. In addition, its enhanced monitoring capabilities allow it to identify airings that often go undetected and provide an unmatched level of demographic and marketing analysis for planning future projects.
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About The Author
About Connect 360
Connect360 is a leading media placement agency driving measurable results for some of Charity Navigator’s highest-ranked nonprofits, well-known associations, government agencies and public relations/marketing firms.