The Print Media
Almost every newspaper has some listing of community activities in which you can be included. The print media also includes display and classified ads. Free weekly and monthly newspapers, which typically serve a couple of towns or neighborhoods, are filled with advertisements and classifieds. Phone calls to the advertising department should provide you with advertising rates. Display ads will be more expensive and prominent than classified ads, and you will need to consider your budgetary constraints before spending the money on a larger ad. However, some newspapers might agree to be a media sponsor, donating the ad space.
Looking Within the Community
Another print media group is newspapers and newsletters published by community- and neighborhood-based organizations outside of the immediate membership. Some may have been in the community for generations and have thousands of members in several neighborhoods. A listing in such a newsletter could mean reaching a wide audience within a small geographic area.
Utilize the local papers and look for specialty publications in your field of interest. Give papers thirty to sixty days advance notice and call to confirm that the ad or listing is running. Make sure to double-check that all spelling and information is accurate. Get a tear sheet from the newspaper once the ad has run to document your advertising expenditures.
When buying ad space, particularly classified ads, remember to be succinct, because classified advertising space is sold by the line or by the word. Advertising rates in local papers and circulars are usually fairly low. As a nonprofit organization, you can often get a discount, and you might be able to use your contacts to work out a favorable arrangement.
Magazines
Magazine advertising can be more expensive. Look specifically for magazines that cater to your target audience and inquire about classified rates. As with other print media, you should get a discount. You may make a tradeoff and let them distribute copies of the magazines at the fundraiser in exchange for a low ad rate. Remember, magazines usually have a three to six month lead time.
Articles can provide you with free advertising. Part of the public relations aspect of fundraising is trying to get articles placed in publications. Look for angles that would make interesting articles and pitch these ideas to magazine or newspaper editors. Make sure to get the name of the right editor for your type of story.
