Charities resist internet advertising in favour of direct mail

Just 2% of charities’ advertising spend for last year went on internet advertising, despite it representing 46% of the total UK advertising market, according to the research. This has risen by just 1% since 2006. TV advertising represents 20% of charity advertising spending, up from nearly 8% in 2006.

According to nfpSynergy, which specialises in work with non-profit organisations, £1 in every £34 spent on advertising in the UK comes from charities.

“Charities represent around 3% of the advertising market, which is a sobering reminder for those who want to use awareness advertising,” said Joe Saxton of nfpSynergy. “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?”