Figuring it out

Howard Lake | 19 January 1999 | News

The charity John Grooms has recently been placing some well-considered 2×10 display adverts on the Unit Trust prices page of The Times. The small advertisement, with its larger text and graphic, stands out well amid the tiny type of the trust prices surrounding it. More importantly though it is clearly aiming to reach a valuable market by choosing that page – regular readers will include fund managers, company directors, investment advisers and individual investors.

The charity John Grooms has recently been placing some well-considered 2×10 display adverts on the Unit Trust prices page of The Times. The small advertisement, with its larger text and graphic, stands out well amid the tiny type of the trust prices surrounding it. More importantly though it is clearly aiming to reach a valuable market by choosing that page – regular readers will include fund managers, company directors, investment advisers and individual investors.

Now Action Research has joined them with a fundraising advert for its £100,000 Pot of Gold fundraising appeal appearing in the middle of The Times’ Equity prices page. The reversed-out advertisement is even more striking.

Clearly, even charities which can’t afford to pay for a full-page national newspaper advertisement can still achieve a similarly powerful impact with clever media buying.

About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale. He is the founder of Fundraising Camp and co-founder of GoodJobs.