According to a new report from nfpSynergy, ‘Ad Infinitum: charity advertising and media usage,’ UK charities spent £394m on advertising in 2013, with 61% of the total going on direct mail.
Over the past eight years, charity spend on TV ads has risen from 7.8% to 20%, and radio, press and outdoor have barely changed.
Most surprisingly, charities spent just 2% of the total on internet ads, which has barely risen since 2006 when it was 1%.
Joe Saxton, co-founder of nfpSynergy, said: “What is also interesting is that although charities are increasing their spending on TV, they continue to resist internet advertising when it continues to boom in other sectors. Is this because charities are way behind in terms of technology? Or is internet advertising an extravagant use of money for few benefits and charities are just more frugal?”
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