What is Traditional Media? How it Helps Promote Fundraisers

Marissa Foglia

Director of Marketing – Funds2Orgs

Social Media & Marketing, Community

If you search the internet for information on advertising in today’s media landscape, you’ll likely see tons of articles about the importance of digital media. Digital advertising is indeed essential, but traditional media still holds high potential for individuals, organizations, and nonprofits looking to raise awareness (or a little extra cash). 

But wait—what is traditional media? And in a world dominated by digital communication, how can traditional media marketing and promotion help you maximize the benefits you get from your fundraisers? Let’s take a closer look.

What is Traditional Media?

Traditional media refers to communication channels that feature centralized, one-way messaging systems. In other words, you can’t really interact with traditional media like you can with digital media—and, more specifically, social media platforms.

Traditional media includes things like print newspapers, magazines, newsletters, trade shows, direct mail, billboards, television, and radio. Almost any non-digital medium, including print media, can be considered traditional media.

Here are three quick facts about the power of advertising in traditional media:

• 44% of national newspaper readers are considered affluent, with more than 55% having reported a household income of at least $75,000.

• An ad on a physical mailer is 70% more memorable than the same ad on a digital medium.

• Nearly 90% of Americans aged 12 or older listen to terrestrial radio in any given week.

Why Should Organizations Continue Using Traditional Media?

Although marketing expenses are often higher for traditional media, your nonprofit, school, church, or civic group should consider utilizing it as part of your overall marketing strategy.

For one, online pop-up ads are among the least trusted forms of advertising. On the contrary, advertising channels associated with traditional media continually rank among the most trustworthy. If you want your target audience to maintain receptiveness toward your cause and truly internalize the message, your group might want to focus on traditional media—or at least use it to complement your digital outreach.

Traditional media is also highly effective at targeting local audiences, such as the readership base of local newspapers. Local radio stations can also provide great opportunities to get your message to the right community.

Generally, traditional media can increase awareness of your fundraiser or organization among community members and stakeholders. It’s estimated that organizations need consumers to view a message a dozen or so times before the audience takes desired actions, so any method that increases impressions shouldn’t be ignored.

How Can You Leverage Traditional Media?

Traditional forms of media can help complement your online fundraising promotion efforts and reinforce your underlying message. Below are several tips for maximizing your marketing opportunities with traditional media:

• Ensure that your website URL, social media accounts, and pages get prominently featured in paid traditional advertising. Make it a point to include your easy-to-remember URL on mailers and brochures.
• Give away promotional materials at conventions, expos, and other in-person events. Note pads, water bottles, key rings, and magnets are a few items that people may pick up. 
• Create campaign codes (such as QR codes) to place on your print advertising efforts so your audience can quickly gather more information about your charitable programs.
• Reach out to television and print news reporters to help your organization garner earned media. Charity is a desirable topic for local news programs, so it certainly helps to foster relationships with reporters. Spread your message far and wide, but consider prioritizing outlets with high editorial standards.
• Ensure that your look, color, fonts, feel, and the entire campaign look consistent between your offline and online marketing.

Strengthen Digital Outreach by Using Traditional Media Advertising

Reaching the right people in today’s fragmented media ecosystem remains challenging for many nonprofits and organizations with already-limited budgets. As the marketing focus continues to shift onto online platforms, a focus on traditional media—newspapers, magazines, local television, mailers, and in-person events–cuts through the noise and helps you stand out.

We hope this information answered the question, “What is traditional media?” and provided you with some tips that will help you host a successful fundraising event. 

Funds2Orgs is always available to answer your questions on our unique fundraising model. Get in touch with us here for information on starting your own shoe drive fundraiser, including plenty of promotional materials you can use to drum up donations.