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Fundraising adverts on TV and radio
TV advertising requires a high initial investment and so tends only to be used by the larger charities.
The costs of buying ‘airtime’, producing an advert, and dealing with the response that comes in can all be high, though there is a huge difference in the costs of placing a TV ad, for example, on one of the main terrestrial channels as against the smaller specialist satellite channels.
However, advertising on the television reaches a huge audience (including people who would be unlikely to be reached in any other way), and raises awareness of the issues as well as attracting support.
Radio advertising is, by contrast, relatively cheap, but tends not to work effectively on it’s own as a way of attracting donations.
Charities that use radio advertising tend to run adverts alongside other appeals – as a way of reinforcing the message – so you might hear an advert on your local radio station in the same week that collectors appear on the street or a mailing comes through your door.
More on TV and radio advertising
- TV and radio advertising
- What it costs and what it raises
- FAQs - TV and radio adverts
