Advertising Your Nonprofit
A Checklist

The bigger you are the more ads you will need to place. But even a small organization may advertise in a local directory or website.

Here is a check list to developing great ads:

• If you are not up against a deadline, plan on creating a multi-purpose ad with a standard format that is scalable and can easily be customized with an event or dates.

• Have both horizontal and vertical ads designed in several standard sizes so you can be ready when it is time for insertion.

• Take a look at the publications or websites you will be advertising in, look at what is good and what isn’t and what you like.

• Decide what your message is and put that into words (nothing fancy yet). List whatever additional info needs to be in the ad, like your logo, address, phone, website.

• Turn all that over to a copywriter. If you are the designated copywriter than begin by turning your message (what you want people to know) into a clever or eye-catching line. Write the rest of your (brief) copy.

• Now, turn it over to a designer. (Is that you, too?) Ideally you would hire a designer or find a pro-bono one whose work you like. If you have to design it yourself, see if you can get a pro to review your work or ask the publication if they will design the ad for you (not usually the best option).

• Know the specifications of the publication you are placing the ad in. The dimensions of the ad, the file type and size, deadlines and colors are all important. You want your ad to look great, make sure you understand the requirements.

• Track results! Build in a response mechanism that lets you measure response. This could be a specific email address or phone number or simply asking, “How did you hear about us?”

• Don’t automatically renew an ad if the results aren’t there.

Adverstisements are one of several key marketing elements.