Traditional Media: Why You Need to Still Do It

posted on June 24, 2020

If you surf the web on any day, you’ll see countless articles about social media and digital. Sure, marketing in the digital space is essential. But, it seems that traditional media is old school. However, this couldn’t be further from the truth. There’s still a place for this type of media, and nonprofits should still use it.

Traditional media offers an opportunity for creative fundraising groups to spread the word that reaches beyond the people they know. In other words, you might people who might not engage on social. Nevertheless, you should understand its audience before diving in. The following are a few facts according to Marketing Charts:

  1. 44% of those who read national newspapers audience are considered affluent.
  2. Those between the ages of 45 and 54 are 14% more likely to listen to terrestrial radio each week.
  3. Of those who read local papers, Hispanics are 35% less likely to do so.

What is Traditional Media?

We have moved past the industrial age to the information age. And because of it, social media and digital marketing are essential. We all know it, and that’s a great thing. The digital world allows us to more accurately get information and data for analysis.

However, traditional media still has a place. Traditional media outlets include print newspapers, magazines, newsletters, trade shows, direct mail, billboards, television, and radio. Even though the expenses are higher for traditional media, there are still some excellent reasons for your nonprofit, school, church, or civic group to consider this as part of your overall marketing efforts.

Why should you still bother?

Did you know that online pop-up ads are the least trusted forms of advertising? It’s because they are annoying! Many people don’t like to be paying attention to something only to have a pop-up interrupt what they’re reading, which requires them to look at the ad before they can close it. That’s a reason older people still prefer other forms of content aside from digital.

Other reasons why traditional media could make sense include the fact that some people still read printed newspapers and magazines. And, they tend to be more affluent. Also, if you attend conferences, there’s nothing better than getting to know people in person.

Traditional media helps groups target more to their local geographical audience, which would be more inclined to be familiar with your brand. Look at your local newspapers, radios, and other outlets in your community to discover great ways to get your message to your local community. By the way, localization supports the trend also in the digital space for people to patronize and partner with local organizations.

Traditional forms of media can help complement your online efforts, and it assists in reinforcing messaging. The reality is that today’s supporters respond to messaging in different ways. And if they see your marketing efforts off-line methods, it only bolsters what they may be seeing from you online.

How can you leverage traditional media?

  • Develop short and strategic calls to action by developing and promoting different landing pages for your campaigns. You want to be as targeted as possible. So, create various landing pages associated with your website URL. Then, ensure that your message is on target.
  • Ensure that your website URL, social media accounts, and pages get prominently featured in paid advertising. Even if you attend a conference, if you have any banners or displays, make it a point to have your easy-to-remember URL shown.
  • When you attend in-person events, do what we do. We love to give-away stuff that people can use but are branded. For instance, we have given away note pads, water bottles, and key rings.
  • Create campaign codes that you place on your print advertising efforts so you can get a sense of how your efforts are performing.
  • Make it a point to ensure that your look, color, fonts, feel and the entire campaign look consistent between your offline and online marketing.

We hope this information was useful for you. Please also take a look at our Nonprofit Resources You Can’t Do Without.


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