The simple answer is yes non-profit organizations need advertising and PR services, just not in the way regular commercial entities do. In the NGO world, advertising becomes advocacy advertising and takes on a different approach.
What is advocacy advertising?
Advocacy advertising is the use of marketing to promote a particular cause or message. Contrary to commercial advertising, advocacy advertising is considered to be done in the interest of the public or a particular group and typically does not promote a service or product. Advocacy advertising usually focuses on connected areas such as social, economic, and political matters. For instance, an organization that wants to launch a drug treatment initiative in its community may start a campaign seeking funding to help build a center to house its program.
Why is it important?
The main goal of advocacy advertising is to raise awareness of a cause at hand and convince particular segments of the public to take a particular action. The most common hope of an advocacy advertisement is to attract attention to the message or cause a company is advocating for and gain traction with new supporters who will join a company in its endeavors. Advocacy training is mainly led by various organizers such as nonprofits, interest groups, advocacy groups, corporations, or lobbyists.
Where does PR fit into Advocacy?
On the other hand, PR plays a crucial role in the effective management of NGOs and NGO activities. The majority of NGOs worldwide are devising their own PR techniques to attract social attention and attract funding. Charitable organizations and foundations are using complex PR techniques to raise funds. In addition, NGOs and nonprofits artfully use standard lobbying strategies with governments. Besides, interest groups may be politically significant to NGOs due to their ability to influence social and political change. At times, NGOs pursue public support as well. PR strategies can be applied to create awareness regarding the aims and objectives of the organization, resulting in a flow of funds.
Ways NGOs use Advocacy advertising and PR
NGOs use advocacy to raise awareness, attract public support, or get the public involved in a certain cause with the aim of making a difference. Nonprofit organizations use advocacy campaigns to address the root causes of issues they stand for by taking direct action, raising funds, and informing the general public about crucial matters. Besides, NGO advocacy can concentrate on creating social and cultural change, working to alter unfair practices in organizations or private companies, pushing for policy change, and generally anything the organization decides the public should be informed of. The above campaigns make it possible for all people to play a small role in improving society and the world at large.
At Black Dot, we work with NGOs to develop easy-to-use effective strategies that employ advocacy advertising and PR to help them reach their ultimate goal as change makers. If you run or work for an NGO, give us a call today or book your free consultation here.