Chapter 34., Section 4. Using Paid Advertising — Main Section | Community Tool Box

• What is advertising?

• Why would you pay to advertise?

• When should you advertise?

• How do you advertise?

Let's say you're sharing information about your initiative and its activities, but your message is not reaching enough of the people you want to engage. You've used public service announcements, community partnerships, and other free or low-cost approaches. Paid advertising may offer another way to reach people, explain an issue, or invite participation.

Can advertising work for you? With clear goals, community input, and careful planning, it can support your outreach. Its value depends on whether the message reaches the intended audience and helps people take a meaningful next step.

For example, a community health organization might advertise a local screening program. The advertisement could explain whom the program serves, how to ask questions, and where to find information about appointments, costs, and accessibility. The organization could then track inquiries and completed appointments to assess whether the campaign helped people connect with services. Advertising is most useful when the service or opportunity being promoted is available and ready to respond.

What is advertising?

Paid advertising involves purchasing space, time, or placement to communicate a message. Options include radio, television, newspapers, magazines, websites, search engines, social media, podcasts, streaming services, outdoor displays, and direct mail. Unlike independent news coverage, advertising gives your organization more control over its message and placement, subject to the provider's policies and your agreement. This section considers broadcast, print, digital, and other advertising options.

Broadcast advertising

Radio and television advertising is sold in spots of specified lengths, often including 15-, 30-, or 60-second formats. Available lengths, prices, and placement options vary by outlet, audience, and schedule. Some stations offer writing, recording, filming, and editing services, while others accept completed advertisements. Ask what production assistance is available, what it costs, and whether the quoted price includes both production and airtime.

Print advertising

Newspapers and magazines sell advertisements in formats such as column-based sizes, quarter pages, half pages, and full pages. Prices depend on the publication, size, placement, color, and frequency. Ask about nonprofit discounts, community rates, and packages that combine print and digital placement.

Confirm each publication's dimensions, file requirements, image resolution, and deadlines before designing an advertisement. Formats vary, so a design prepared for one publication may need adjustments for another. Request a proof when available and check that text, images, contact information, and any response codes remain clear at the final printed size.

Other media

Digital advertising includes paid search results, website placements, sponsored social media posts, podcast messages, and streaming audio or video ads. These options differ in how they are purchased, delivered, and measured. Choose channels based on community members' communication preferences and access, rather than assuming digital advertising will reach everyone. Other possibilities include:

• Outdoor and transit advertising: billboards, bus shelters, vehicle displays, and other public-facing locations. Ask the transportation agency, property owner, or advertising provider about available placements, costs, audience information, and content requirements.
• Bumper stickers and other take-home materials: these can help participants share a short message voluntarily. Their usefulness depends on local travel patterns, visibility, and whether people want to display them. Avoid assuming they will work equally well in every community.
• Advertising in shared spaces. Displays in community venues, elevators, public restrooms, or other locations may reach people during their daily activities. Consider whether the placement is appropriate, accessible, and relevant to the people you hope to engage.
• Direct mail advertising can share information with households in a service area. Plan for printing, postage, readable design, appropriate language options, and responsible use of mailing information.

What about free or low-cost options?

Before paying for advertising, consider whether community partnerships, newsletters, public calendars, donated placements, or your organization's own communication channels could meet the same goal. These approaches still require time and resources, but they may be a better fit for your budget.

Some radio and television stations accept public service announcements for donated airtime. Availability, eligibility, production support, and scheduling vary by station. Ask about its current policies rather than assuming a fixed number of free announcements is available. You may have limited control over when a donated announcement airs.

If you're planning print advertising, an advertising agency, designer, or community partner may offer donated or reduced-cost services. Agree on responsibilities, deadlines, and the scope of the work.

Another possibility is to ask a local business or other partner to pay for your advertising. Consider whether the partnership fits your mission, clarify any conditions, and be transparent about sponsorship.

Why would you pay to advertise?

Paid advertising can support many of the same goals as other forms of outreach: increasing awareness, explaining an issue, connecting people with services, recruiting participants, or inviting community action.

Because advertising uses resources that could support other activities, identify what it can add to your existing efforts. Reasons to consider paid advertising include:

• To help people recognize your organization and understand what it offers through repeated, consistent messages in relevant channels.
• To reach people who are not being reached adequately through your existing communication methods. Compare the likely reach and cost of paid placements with other options before committing funds.
• To have more control over the wording, images, and presentation of your message than independent news coverage allows. Develop the message with people affected by the issue, and present their experiences accurately and with permission.
• To arrange a schedule or placement that supports a specific goal. For example, you might advertise before a community meeting or in a publication that serves the area where your program operates. Confirm what timing and placement the provider actually guarantees.
• To respond to misleading claims or criticism of your work with clear, verifiable information. Advertisements can reframe your issues by explaining the evidence, identifying institutional responsibilities, and presenting practical solutions. Focus on supported claims rather than personal attacks.

What are some of the benefits of using paid advertising?

• Greater control over your message and design, within the provider's requirements.
• The ability to purchase a defined schedule, placement, or delivery arrangement.
• Opportunities to adapt content for particular audiences using relevant language, examples, and clear next steps.
• The possibility of additional discussion or independent coverage, although this is not guaranteed and may include criticism.
• Opportunities to build recognition and familiarity over time when messages are consistent and useful.

When should you advertise?

Consider these questions when deciding whether to advertise.

• What do you want the advertisement to accomplish? Identify a specific outcome, such as event registrations, service inquiries, volunteer applications, or participation in a public discussion. If you are seeking donations, compare the full campaign cost with realistic expectations for funds raised and longer-term relationships. Advertising may work best alongside direct outreach and other communication.
• Can you afford enough advertising to test and support your goal? A single placement may not provide the reach or repetition you need. Compare channels, production costs, and available schedules. Begin with a manageable test when possible, and do not assume the campaign will pay for itself.
• Would advertising help address misinformation or criticism? Consider whether a paid response would clarify the issue or draw unnecessary attention to a misleading claim. Other options include a letter to the editor, a guest column, a public explanation, or direct conversation with community members.
• Is there a relevant connection to current events? A timely advertisement can help people understand an issue and find useful information. Verify the facts and avoid exploiting a crisis or someone's personal experience for attention.

For example, during a period of extreme heat, a community organization might advertise confirmed cooling-center hours, accessible transportation options, and a phone number for assistance. The message would connect an immediate concern with practical resources, and the organization would update or stop the advertisement if the information changed.

• Can you respond promptly to a useful opportunity while still checking facts and meeting production requirements?

For example, a community coalition wants residents to participate in an upcoming public meeting about preventing alcohol-related harm.

The coalition places an advertisement explaining the proposal, the meeting time, and how people can contribute. It uses current, clearly sourced information and includes perspectives from affected community members. The same information is shared with local journalists, who can independently decide whether to cover the issue.

Independent attention that an organization does not purchase is often called earned media. It can include news coverage or discussion prompted by a campaign. Although you do not pay for the editorial placement, obtaining and responding to coverage takes time. Its tone and conclusions are outside your control. Seek coverage because the issue matters, rather than manufacturing controversy.

• Would advertising help make important information easier to understand? Use clear language, meaningful comparisons, and readable visuals. Explain what a number represents, where it came from, and why it matters. Avoid dramatic comparisons that distort the evidence.

For example, an organization promoting tobacco cessation could pair a current, verified statistic with information about available support. Rather than relying on fear or blame, the advertisement might explain that people can get help making a quit plan and provide a clear way to contact the service. Any claims about results should match the evidence.

• Would a public acknowledgment help recognize shared contributions? An advertisement can thank volunteers, community partners, and funders. Obtain permission before identifying individuals, recognize less visible contributions, and avoid implying that a supporter endorses something they have not agreed to support.

Paid advertising has many possible uses, but its value depends on your goals, resources, and the response it generates. Choose it because it fills a clear communication need, and plan how you will determine whether it was worthwhile.

How do you advertise?

Decide whether to work with an agency

Consider whether your team has the time and skills to plan, design, place, and assess the campaign. An advertising agency, communications firm, or independent professional may help with some or all of these tasks. Compare the full cost of outside support with the staff time and expertise required to do the work internally. Ask about donated or reduced-cost services where appropriate. Agree on deliverables, fees, approval responsibilities, ownership of materials, and access to campaign accounts and results.

Identify the audience you want to reach

Think about who needs the information and how best to communicate with that audience. Ask community members where they get information, which sources they trust, and what would make the message useful. Agencies and media providers may offer audience estimates, but check how those estimates were developed. Use demographic information thoughtfully without assuming that people who share an identity have the same needs or preferences.

Relevant considerations may include:

• Gender-related experiences or access barriers, when relevant to the purpose of the campaign
• Age ranges, life stages, and communication preferences
• Location, transportation, and access to the services or activities being promoted
• Costs and other economic barriers that may affect participation
• Language, literacy, disability access, and familiarity with the subject
• Cultural context and racial or ethnic experiences, as described by community members
• Community priorities, questions, concerns, and trusted sources of information
• Daily routines, media use, internet access, and opportunities to respond

Decide which media to use

You may use a combination of channels. Digital options include search, social media, websites, newsletters, podcasts, and streaming services. Compare their audience, pricing, accessibility, placement controls, and reporting with broadcast and print options. Avoid using sensitive personal information to reach people without an appropriate basis and clear understanding of the implications. Include offline options when they are needed to reach the community.

Radio

• Radio can reach listeners through local, regional, or language-specific programming. Use a clear spoken message and an easy-to-remember action, such as calling a number or visiting a short web address.
• Ask whether the station offers production services or accepts a completed recording, and confirm what is included in the price.
• Confirm the audience, schedule, spot length, file requirements, and how the station will document that the advertisements aired.

Television and video

• Television and video can combine images, sound, and demonstrations. Their value depends on the audience and placement; do not assume that television reaches everyone or holds everyone's attention. Compare production and distribution costs with other channels.
• Ask whether the outlet provides production services or accepts completed material. Plan for captions, readable on-screen text, clear audio, and ways to communicate essential visual information.
• Confirm format, length, scheduling, review requirements, and reporting. If the video will also run online, check whether different versions or dimensions are needed.

Print

• Newspapers and magazines may offer display advertisements, classified listings, inserts, or packages that include digital placements. Ask which options fit your purpose and budget.
• Display advertisements allow combinations of text and images in a purchased space. Keep the main message and requested action easy to identify.
• Classified advertisements and community listings may be useful for recruitment, meetings, or other announcements. Formats, prices, and eligibility vary by publication.
• Community newspapers, cultural and language-specific publications, faith-community publications, and organizational newsletters may reach people who are less likely to encounter your message elsewhere.
• Confirm circulation or distribution information, placement, design specifications, and submission requirements with the publication.
• Choose timing and frequency based on your goal, the publication schedule, and how much notice people need to participate.

For events:

• In a weekly publication, arrange coverage early enough for readers to plan transportation, registration, childcare, or other needs. Consider a reminder closer to the event if the budget allows.
• In a daily publication or digital channel, schedule an initial announcement and appropriate reminders before the registration deadline or event. Adjust timing to the audience rather than relying on a fixed formula.

For recruitment:

• Plan repeated opportunities to see the message over a reasonable period. Explain the role or opportunity, eligibility, time commitment, available support, and how to respond. Test the schedule and adjust based on applications or inquiries rather than assuming that a large number of placements will produce better results.

Whatever channels you choose, confirm submission deadlines, technical requirements, review procedures, and cancellation terms in advance. Make sure the phone number, website, or service receiving responses is ready before the advertisement appears.

Develop a budget

Estimate the full cost of the advertisement or campaign, including staff time and follow-up. Set a spending limit and decide what results would justify continuing, changing, or ending the campaign.

Include these items in your budget:

• Audience research, community consultation, message testing, and compensation for community contributions where appropriate.
• Writing, design, recording or filming, editing, translation, accessibility work, permissions, and any revisions needed for different formats.
• Placement costs, agency or management fees, taxes or other charges where applicable, and measurement or reporting costs. Ask about nonprofit rates and require clear explanations of commissions, markups, and billing. Do not assume a standard discount or commission applies.
• Confirmed donated services or placements, staff time to manage the campaign and respond to inquiries, and a reasonable allowance for unexpected costs. Record any conditions attached to donated support.

Produce your advertisement

Work with your team or agency to develop a clear message and a specific next step. Some of the same principles used to create a public service announcement or poster apply: focus the message, use readable design, provide useful information, and make it easy to respond.

Review the advertisement with people from the intended audience before publishing it. Check accuracy, clarity, spelling, accessibility, and cultural relevance. Use images and stories with informed permission, represent people through their strengths and experiences, and avoid stereotypes or blame. Make the sponsor clear and support factual claims with appropriate evidence. Confirm that linked pages are accessible and that information about costs, eligibility, and services is complete enough for people to make informed decisions.

Know and meet the deadlines for placement

Build a schedule that includes drafting, community review, approvals, production, submission, and any corrections. Obtain deadlines directly from each provider and allow time for review or technical problems. Confirm the placement in writing rather than assuming that submitting the advertisement guarantees it will appear as requested.

Lead times vary by outlet and format. An advertisement that requires production may need more preparation than a completed file, and magazines, broadcasters, print publications, and digital platforms have different processes. Ask about approval times, proofing, changes, cancellations, and what happens if a scheduled placement cannot be delivered.

Follow up!

Check that the advertisement appeared as agreed and review its results against your original goal. Track meaningful responses such as inquiries, registrations, applications, or service connections, along with costs. Treat impressions, clicks, and estimated audience size as indicators of exposure rather than proof of impact. Gather community feedback, consider who may have been missed, and use what you learn to improve future outreach. Collect only the personal information needed and explain how it will be used.

In Summary

Paid advertising can help people learn about an initiative, access services, and participate in community action. It is one option among many, and its usefulness depends on the audience, purpose, available resources, and results. Combine community knowledge with accurate messages, accessible design, realistic budgeting, and careful follow-up to decide when advertising supports your goals.