Where Are NFPs Going Wrong with Their Advertising?
Although the aim is to support a good cause, ad effectiveness is not a given. Not For Profit campaigns, in fact, seem to struggle with long term growth. Through the System1 benchmarking tool we found that NFP ads in the UK and US usually score badly, with zero ads predicted to achieve 3% brand growth and over half predicted to achieve just 0.5% brand growth in the UK.
But why is the score so low? Most NFP ads tend to use sadness or shocking visuals to make an impression on the viewers. This, however, doesn’t seem to be…