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,...