Facing a fundraising squeeze, charities turn to TV ads

Facing a fundraising squeeze, charities turn to TV ads

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Nonprofits are facing an unprecedented challenge: Revenues have plummeted and at the same time, demand for their services has skyrocketed, said Rick Cohen, chief operating officer at the National Council of nonprofits.

“Nonprofits that utilize advertising do so with the double mission of reaching potential donors and ensuring that people know how to access their services, if they need them,” said Cohen, who also serves as the Council’s chief communications officer. “With so much about our everyday lives being different right now, there are new needs to address and a need to reach more people than ever, whether to help them or to ask for their support.”

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