NSPCC previews upcoming TV ads to supporters via Web
Howard Lake | 16 January 2004 | News
The NSPCC has e-mailed its supporters offering them a chance to preview its upcoming range of TV and radio campaign adverts.
This month sees the launch of a major programme of TV, radio and press advertising as part of the NSPCC’s “Someone to turn to” campaign. This encourages young people aged 11-16 to talk to organisations such as the NSPCC or ChildLine about issues such as bullying and neglect.
The NSPCC has just e-mailed its supporters with details of these adverts and the opportunity to view and hear them on the Web in advance of their airing.
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While the NSPCC isn’t seeking feedback from supporters on the adverts, this use of the Web and e-mail to offer benefits such as prior access to information is certainly a very good use of the medium. You don’t always have to offer something valuable: the opportunity to preview TV and radio ads might not appeal to all donors, but being offered the opportunity certainly brings a sense of shared interest with the charity.
“As a loyal supporter of the NSPCC we would like to offer you the opportunity to view the adverts before they are aired”, says the e-mail message. In addition the charity asks for help: “you can also help us to ensure this campaign succeeds by spreading our message so children know there is someone out there who will listen without judging them.”
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.