Best Practice - Charity Advertising

Roderick White

This best practice piece on Charity Advertising identifies two main types: campaign/education and fund raising.

Best Practice

Charity advertising

Roderick White

The marketing literature is quite short of practical material on the theory and practice of charity advertising (but see 4), though there are a substantial number of case studies from effectiveness award schemes worldwide. A useful source of background information is the Charities Aid Foundation (www.CAFOnline.org).

Charities advertise for two main reasons: campaigning/education and fundraising. Recruiting volunteers (19), and encouraging use of a service (17) are other significant objectives. Charities exist to promote a very wide variety of causes, and are frequently in competition with one another both directly and indirectly (1, 7,...

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