Why Your Nonprofit Needs to Consider Paid Media

The digital landscape is creating new obstacles - social media platforms adjusting their algorithms, AI impacting website SEO - that’s making it increasingly difficult to “break through the noise” and reach the audiences that matter most through traditional organic tactics and activations. Nonprofits now more than ever need to tap into paid media in order to reach the audiences they care about most. 

Here are three reasons why nonprofits should be using advertising: 

Brand visibility

Paid media helps to build awareness around your brand more efficiently than word-of-mouth, organic tactics, and allows your brand to stay top-of-mind with pre-existing audiences.  

High-quality leads and engagements

Through direct calls-to-action, you can get meaningful actions from your target audience - like downloading a whitepaper, registering for an event, or supporting an advocacy cause - as well as ensure you’re putting your ads in front of users who are more likely to make these valuable actions. 

Targeted reach

Paid ads provide targeting capabilities that allow you to get your messages in front of hard-to-reach audiences where organic tactics fall short. 

Here are three ways nonprofits can get started with paid media:

Establish a goal

Whether you’re looking to increase numbers for a webinar, encourage users to support a cause, or build an email list, it’s important to have clearly defined goals in place to understand if paid media is where you should invest to reach these goals, and what channels will be the most effective at helping you achieve them. 

Define your audience

It’s important to understand who you are trying to reach to identify the most effective tactic available to get in front of them. If you’re trying to reach a new audience that you haven’t engaged with previously and aren’t consistently interacting with your channels, tactics like organic social or word-of-mouth aren’t going to move the needle as much as a highly targeted and efficient paid media campaign.  

Choose a channel

Are you trying to reach industry leaders with new research? LinkedIn may be the right fit for your campaign. Are you attempting to reach policymakers in a certain state to support a bill that advances your business priorities? Targeted display ads might be the avenue you choose. It’s important to understand which paid media channel will help you reach your target audience and achieve your goal so you can create the most impactful and cost-efficient campaign. 

Are you ready to get started with paid media advertising? Reach out to Frontwood Strategies and we’ll help you develop an impactful campaign for your business needs.