Getting the word out about an organization can be difficult.
Advertising is one option they can consider.
Patrick King, founder and CEO of Imagine in Manassas provided tips about advertising at the Prince William Chamber of Commerce’s Not-For-Profit Council meeting.
The meeting took place in Manassas on Thursday.
Addressing “pain points” and focusing on emotion were among King’s recommendations.
“There are two parts to good advertising — one is logical, one is emotional — and the way that human psychology works … is that emotion kicks in first,” he said.
King also suggested non-profits consider sponsored content and partner with for-profits.
An advertisements, he added, won’t lure in all of its viewers.
It’s important that organizations learn as much as they can about their target audience, including the languages they speak and their ability to use technology.
“That helps you create ads that speak deeply to a certain market segment,” King said.
Non-profits should also consider free options.
“There are so many ways that you can get visibility that you don’t have to pay for,” King said. “Paid media is only a quarter of the visibility that you can get.”
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