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Will Goodhand

The Effectiveness Recipe for NFP Ads

In my previous article, I explored how emotions play a big part in Not-For-Profit ads, showing how happy and positive emotions boost long term effectiveness; while sadness only results in short term growth. This time I’d like to consider the other elements that make successful NFP ads. My colleague Orlando Wood, in his latest book with the IPA, explained that ads can appeal to either the right or the left part of the brain and that most effective ones are usually those that talk to the right brain. Decades of pop…

Can Positive Charity Ads Have More Impact?

Since 2017, we have been recording, analyzing, and tracking every ad released in the UK and US in the not-for-profit sector (other sectors, of course, are available). We predict both short term sales spikes and long-term brand building based on the performance of the ad. Because of my work with SURF Survivors Fund in Rwanda, this is an area that has interested me greatly since we started, but it’s been disappointing to see that non-profit advertising is consistently one of the worst performers across sectors for long term…

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…