Should your meager advertising and marketing budget be spent on television? In nine out of ten cases I would say no. This past weekend I saw one of those rare times I would say yes. While watching a classic (Terminator 2) a commercial came on for the ASPCA. I’m sure many of you have seen the commercial, it has the sad music – “In the arms of an angel” by Sarah McLachan with pictures of dogs and cats with shocking statistics (every 10 seconds a dog or cat is abused or beaten – an issue that deserves its own post). It was a touching commercial – I remembered the statistics from watching it once.
The ASPCA did an amazing job bringing together all of the elements of a successful television commercial. They had an emotional pull, a soft appeal, saddening statistics, and a famous person to bring legitimacy and importance to the cause (I’m not saying you need famous people for television commercials). I just think they did it extremely well. After watching it, it made me want to donate.
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For further reading about using television in your nonprofit work:
- How deadly are stupid nonprofit ads?
- One of the most effective nonprofit TV PSAs I’ve ever seen
- Nonprofit group to take out TV ads backing Sanford on stimulus
- TV ads are great, right?
- 5 Steps to a Potent Ad — rid Gets Attention for Reducing Hospital Infection