How to Make a Good Non-Profit Print Ad
For a Non-Profit Print Ad to Work, Someone Has to Take Notice
Whether its Coca-Cola or the Pug (our favorite local dive here in DC), AARP or your local 4H club, the goal of a print ad remains largely the same. Get the reader to take action. That action could be selling more pop, getting more people in for the big game, getting members to call Congress, or raising a prize pig. For your non-profit print ad, this is accomplished by succinctly informing, educating and stirring your audience into action. While this may seem like a tall order, there are a few best practices.
Include eye-catching imagery. The first step in selling your cause is getting your audience to stop and take notice. One surefire way to get your non-profit print ad noticed is by employing powerful and arresting imagery in your print ad.
Be short and concise. Even when you’ve grabbed a viewer’s attention, one thing’s for certain, you won’t have it for long. Tempting as it is to list every reason a viewer should embrace your non-profit's cause, remember, the vast majority of viewers will skim read your print ad. Make sure the really important points get across.
Use the common vernacular. When writing copy for your Non-profit print ad, use language in your text that the average reader will understand and relate to. Avoid using slang or insider-type words or phrases. We all love word-of-the-day calendars, but your non-profit print ads aren’t where you want to try these words out. Write your copy in a concise, clear way that will be easily understood by your target audience.
Have a clear ask. Whether it’s calling Congress or registering your prize pig in the county fair, always keep your “ask” in mind. And make sure it’s crystal clear to your target audience. It should be summed up in a single, clearly worded sentence that is easily identifiable within the ad.
Use Branding- but not too much. Make sure your non-profit's logo is prominently displayed in your print ad. A viewer should never have to guess who made the ad. That being said, don’t go crazy. Fourteen variations on your logo in one non-profit print ad is not going to help make it any more recognizable.
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