What To Know When Getting Started With Nonprofit Advertising

Your nonprofit’s story deserves to be heard, and paid advertising could be the key to making that happen. By investing in paid ads, you can reach a highly targeted audience quickly, boosting visibility for your mission and fundraisers.

Nonprofit advertising can propel your cause into the spotlight, but how do you know that you’re doing it right? This guide will explore essential considerations by covering key channels and the components of compelling ads. By the end, you’ll know how to create impactful ads that maximize your budget, drive donations, and make the most of your hard-earned donations.

Types of Nonprofit Advertising

Before creating ads, explore what communication channels are available. Let’s look at four options that offer unique benefits and considerations. That way, you can choose the best channels to amplify your nonprofit’s mission.

Search Ads

Search ads, particularly Google Ads, are one of the most effective advertising channels for nonprofits. These ads appear at the top of search engine results when users search for relevant keywords, helping your nonprofit reach people seeking related information. 

To get started with search ads, create a Google Ads account or apply for the Google Ad Grants program. As we’ll explore later, eligible nonprofits can leverage this advertising channel for free through the Ad Grants program.

Next, conduct keyword research to identify terms your target audience is searching for. Write ads containing those keywords to highlight your nonprofit’s mission, enhance them with assets to occupy more space in search results, and use targeting features to reach a more specific audience.

Getting Attention’s nonprofit advertising examples guide shares this Google Ad from the World Wildlife Fund:

The organization targeted the keyword “adopt a penguin” to connect with a relevant audience. As that guide explains, the ad highlights what the campaign is and how contributions will be used. It also has clear calls to action, inspiring people to explore the nonprofit’s penguin adoption kit. Plus, users have other ways to engage by exploring additional pages or calling the organization.

Print and Radio Ads

As more traditional forms of advertising, print and radio ads help nonprofits reach local audiences. Newspaper and magazine ads can target specific demographics, while radio spots and billboard placements can increase visibility in high-traffic areas. 

These advertising methods are especially effective for promoting local events, fundraisers, and community initiatives. For instance, let’s say you’re running a capital campaign to fund renovations of your library. A local audience is much more likely to be interested, making print ads a smart move.

Social Media Ads

Social media advertising allows nonprofits to reach a large audience by promoting their campaigns on Facebook, Instagram, TikTok, and X (formerly Twitter). 

By using targeting features, nonprofits can tailor their ads to specific demographics, interests, and behaviors to engage with relevant supporters. These ads appear in strategic spots, like on users’ newsfeeds. When they feature multimedia and interactive elements, they can be a great way to encourage involvement and boost awareness.

Influencer and Paid Partnership Ads

As an extension of social media ads, these ads leverage the reach and credibility of popular individuals or organizations to promote your nonprofit. By collaborating with influencers and corporate sponsors whose values align with your mission, you can tap into established audiences who trust their recommendations.

Budgeting For Nonprofit Advertising

When promoting your mission, you want to maximize donors’ contributions by allocating your advertising dollars to the right channels. Double the Donation’s nonprofit advertising guide provides statistics on how the average nonprofit allocates its budget. It recommends using these figures to help guide your own budget allocation:

• 36% on social media ads
• 35% on search ads
• 22% on display ads
• <8% on video ads and other forms of advertising

With these benchmarks, you’ll be able to draw conclusions about which channels are most effective, optimize ad spend, and achieve better results for your own campaigns.

Low-Cost Nonprofit Advertising Opportunities

Direct your marketing budget toward channels that offer a high ROI. Here are some of the best budget-friendly platforms to advertise your mission:

• Google Ad Grants: Eligible nonprofits can apply for the Google Ad Grant, which provides up to $10,000 per month in free advertising credits, making this a cost-effective way to drive traffic to your site. Your organization must hold valid charity status, be registered with Google for Nonprofits, and have a functional, valuable website.
• Radio Ads: A Federal Communications Commission’s rule enables nonprofits to advertise for free on the radio by formatting their ads as public service announcements. For example, you’ve likely encountered the Smokey Bear Wildfire Prevention campaign, America’s longest-running public service advertising campaign. This is a great example of how your nonprofit can format its advertisements into valuable PSAs.
• Business Sponsorships: Ask your corporate partners to promote your cause. This is a great way to leverage the sponsor’s audience and credibility.

These options allow your nonprofit to efficiently promote its cause, ensuring more funds are available for your core mission.

Components of A Strong Nonprofit Ad

After determining which channels you’ll use, you can start creating your ads. No matter what platforms you choose, ensure these elements are present in your nonprofit’s ads:

1. Clear Goals

Determine the objective of your ads, whether that’s raising awareness, increasing donations, or recruiting volunteers. Then, establish measurable targets to track results. 

Let’s say you’re launching a Google Ad campaign to promote your youth organization’s fundraiser to construct a state-of-the-art youth center with recreational and educational facilities. You’d measure your Google Ad’s success by tracking these key performance indicators (KPIs):

• Click-through rate (CTR) is the ratio of users who click on your ad to the number of impressions. A high CTR signifies that your ad motivates users to learn more about your youth center construction campaign.
• Conversions indicate the number of users who complete a desired action after clicking on your ad, such as donating to your campaign.
• Bounce rate is the percentage of users who click on your ad but leave the landing page without taking any further action. A high bounce rate may indicate that your landing page content or user experience isn’t meeting visitors’ expectations.

Regularly review these metrics and make necessary adjustments to improve your ads’ effectiveness.

2. A Defined Audience

Referring to your CRM data, define who you want to reach with your ads. Segment your audience based on demographics, interests, and behaviors to create ads that speak to their needs and motivations. 

Returning to our previous example, a youth organization might target parents, educators, and community members who are invested in youth development, as well as potential donors interested in supporting local youth initiatives.

3. Strong Ad Copy

Use clear, concise, and persuasive language to highlight your nonprofit’s value. Create attention-grabbing headlines and body text that inspire action and elicit emotional responses. Remember to use a consistent tone to build trust. Here’s an example of compelling ad copy:

• Headline: “Build a Brighter Future for Our Youth!”
• Body Text: “Our community’s youth deserves a safe and inspiring place to grow, learn, and thrive. Fund our state-of-the-art youth center that will offer recreational activities, educational programs, and a supportive environment. Donate now to be a part of this transformative project!”

The length of your nonprofit advertising messages will vary depending on the platform, but the core components of compelling copy remain the same across any channel.

4. Call to Action

A clear call to action (CTA) is essential for guiding your audience toward the desired outcome. Use direct and action-oriented language that clearly states what you want your audience to do, such as “Donate Now” or “Join Us.” For our youth organization capital campaign example, you might say, “Donate now to create a safe, inspiring space for generations to come!”

Make your CTA prominent and easy to find within the ad. Link to the page or form supporters need in order to take that next step, and create a sense of urgency to encourage immediate action. 

Nonprofit advertising creates opportunities to connect with your community and drive meaningful change. With the right advertising channels, clear objectives, and strongly written ads, you can turn awareness into action.

Remember, the key to successful advertising lies in continuous adaptation. Start small, track your progress, and refine your approach to ensure that every dollar spent brings you closer to your mission.