Non for profit advertising are activities and strategies employed by a nonprofit organization that are designed to spread the message of the organization, as well as to solicit donations and call for volunteers. Nonprofit marketing involves the creation of logos, slogans and copy, as well as the development of a media campaign to expose the organization to an outside audience.
Advertisement: Salvation Army Christmas Appeal 2011
About
the ad:
Every year the Salvation army conducts a Christmas Appeal in order to raise funds for the under privelaged during the holiday season. In the lead up to the Red Shield Appeal, the Salvation Army release a series of emotive and engaging ads that document the plight of countless Australians who rely on their help. Inspired by real life events, the “doors” press campaign shares stories of domestic violence and addiction, and in each occurrence, the Salvation Army was vital in helping those disadvantage open the door to a new life. By emotionally connecting with readers, this press campaign hopes that they will in turn open the door to them during the Red Shield Appeal door knock.
Objectives:
To raise awareness and funds for the homeless, the lonely and the desperately poor at Christmas season.
Target Audience:
The target audience is most likely to be privileged ones who have the ability to donate.
Every year the Salvation army conducts a Christmas Appeal in order to raise funds for the under privelaged during the holiday season. In the lead up to the Red Shield Appeal, the Salvation Army release a series of emotive and engaging ads that document the plight of countless Australians who rely on their help. Inspired by real life events, the “doors” press campaign shares stories of domestic violence and addiction, and in each occurrence, the Salvation Army was vital in helping those disadvantage open the door to a new life. By emotionally connecting with readers, this press campaign hopes that they will in turn open the door to them during the Red Shield Appeal door knock.
Objectives:
To raise awareness and funds for the homeless, the lonely and the desperately poor at Christmas season.
Target Audience:
The target audience is most likely to be privileged ones who have the ability to donate.
Advertisement: WWF Save Our Climate
About the ad:
WWF commercial which is trying to send the message to stop the degradation of the planet's natural environment and to build a future in which humans live in harmony with nature. The objective is to make people aware that ignoring global warming won't make it go away.
Objectives:
Generate awareness of the public towards global warming and climate change.
Target audience:The target audience of this is all people who are environmental conscious.
Generate awareness of the public towards global warming and climate change.
Target audience:The target audience of this is all people who are environmental conscious.
Advertisement: WWF You can help. Stop Global Warming
Turn off your TV, stereo and computer when not using them.
Recycling glass, plastic, cardboard and paper.
Choosing a hybrid or fuel efficient car.
About the ad:
To WWF, what’s important is to get their message passed to the public, and to arise the public awareness of the importance of protecting the nature. That’s why they rely heavily on advertisement. What I have collected here are some of the most powerful and eye-catching ads of WWF. They are all creative and well executed, and the message is clear. I think that this category of ad is mostly likely to success because ignoring the consequences of global warming is probably not a good idea. Just look at the number of people who joined Earth Hour, it indicates the success of such campaign.
Journal article:
Marchand, J, & Lavoie, S 1998, 'Non-profit Organizations' Practices and Perceptions of Advertising: Implications for Advertisers', Journal Of Advertising Research, 38, 4, pp. 33-40, Communication & Mass Media Complete, EBSCOhost, viewed 1 April 2012.
About the article:
Non-profit organizations use a variety of advertis- ing practices, some of which can be unorthodox. First, it appears that many organizations bury their advertising expenses under other budgetary headings, call them something else, or allocate the expenses in other ways, making them difficult to identify. even though perceptions of advertising have evolved, paid advertising is still viewed negatively and considered very expensive. Clearly then, it would be to advertisers' advantage to immediately begin changing tbese negative perceptions of advertising in order to convince the people in charge of the campaign within non-profit organizations of tbe many benefits of paid advertising.
West, D, & Sargeant, A 2004, 'Taking Risks with Advertising: The Case of the Not-For-Profit Sector', Journal Of Marketing Management, 20, 9/10, pp. 1027-1045, Business Source Complete, EBSCOhost, viewed 1 April 2012.
Trade press article:
http://www.mandmglobal.com/international-media/30-03-12/wwf-launches-global-earth-hour-campaign.aspx
To WWF, what’s important is to get their message passed to the public, and to arise the public awareness of the importance of protecting the nature. That’s why they rely heavily on advertisement. What I have collected here are some of the most powerful and eye-catching ads of WWF. They are all creative and well executed, and the message is clear. I think that this category of ad is mostly likely to success because ignoring the consequences of global warming is probably not a good idea. Just look at the number of people who joined Earth Hour, it indicates the success of such campaign.
Journal article:
Marchand, J, & Lavoie, S 1998, 'Non-profit Organizations' Practices and Perceptions of Advertising: Implications for Advertisers', Journal Of Advertising Research, 38, 4, pp. 33-40, Communication & Mass Media Complete, EBSCOhost, viewed 1 April 2012.
About the article:
Non-profit organizations use a variety of advertis- ing practices, some of which can be unorthodox. First, it appears that many organizations bury their advertising expenses under other budgetary headings, call them something else, or allocate the expenses in other ways, making them difficult to identify. even though perceptions of advertising have evolved, paid advertising is still viewed negatively and considered very expensive. Clearly then, it would be to advertisers' advantage to immediately begin changing tbese negative perceptions of advertising in order to convince the people in charge of the campaign within non-profit organizations of tbe many benefits of paid advertising.
West, D, & Sargeant, A 2004, 'Taking Risks with Advertising: The Case of the Not-For-Profit Sector', Journal Of Marketing Management, 20, 9/10, pp. 1027-1045, Business Source Complete, EBSCOhost, viewed 1 April 2012.
Trade press article:
http://www.mandmglobal.com/international-media/30-03-12/wwf-launches-global-earth-hour-campaign.aspx
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